Crisis Response Lessons from Shein’s Failed Influencer Trip

E-commerce giant Shein is facing a major crisis after a recent influencer trip to its Innovation Center in Guangzhou, China went terribly wrong. The trip, which was meant to showcase the brand’s manufacturing process and working conditions, backfired when influencers glossed over real issues with factories in their social media posts.

According to NPR, the influencers hyped up their experiences at the Innovation Center, claiming that workers told them they were working in good conditions. However, social media influencer Destene Sudduth revealed on TikTok that the workers were confused and taken aback by questions about child labor and lead in clothing. Many followers of the influencers were upset, calling the trip propaganda and accusing Shein of trying to cover up allegations of worker mistreatment.

The backlash has had a significant impact on Shein’s reputation, with Morning Consult reporting a 20-point drop in net favorability year over year. In response to the criticism, a Shein representative attempted to address the situation by emphasizing the authenticity of the influencers’ perspectives and promising more transparency around the brand’s operations.

PR experts have weighed in on the situation, with Jessica Doyle of Two Creeks Strategies noting that Shein’s attempt to misrepresent its operations in order to avoid addressing worker mistreatment allegations ultimately led to the crisis. Doyle emphasized the importance of authenticity and transparency in crisis communications, warning that companies risk damaging their credibility and authenticity by engaging in value washing.

Despite the negative publicity, Doyle believes that effective communication strategies and a commitment to addressing crises head-on can help companies navigate even the most public brand blunders. She stressed the importance of ensuring that every public statement passes the “sniff test” to maintain trust and credibility with customers.

As Shein continues to grapple with the fallout from the influencer trip, it serves as a cautionary tale for brands looking to navigate the complex world of influencer marketing and crisis communications. In an age where authenticity and transparency are paramount, companies must be prepared to address challenges head-on and uphold their values in the face of adversity.