SHEIN's influencer trip faces backlash: How could it have been done better?

A SHEIN influencer trip has triggered backlash online after a group of American content creators posted flattering reviews on their visit to a SHEIN model factory in China.

Back in June, the fast-fashion brand invited half a dozen influencers and content creators from the U.S. to go on an all-expenses-paid Chinese factory tour and meet its workers to debunk claims that the brand has connections with forced labour in China and unsustainable environmental practices.

Don't miss: adidas, Nike and SHEIN to disclose supply chain over alleged forced labour in China

The content creators filmed the tours and shared them on TikTok and Instagram, with some saying seeing how advanced Guangzhou factories have gotten was pleasantly surprising, while some said SHEIN has nothing to do with poor working conditions and labour violations.

MARKETING-INTERACTIVE has reached out to SHEIN for a statement.

However, the incident has drawn mixed reactions across global social platforms. Media intelligence firm CARMA saw over 50k mentions across social platforms over the past two weeks, with a total of 34.4% negative mentions. Many people have criticised the company for promoting sustainability while engaging in unsustainable practices, said Charles Cheung, CARMA’s HK GM.

“Netizens have expressed their concerns and anger on the influencers' official Instagram pages. For example, Kenya Freeman, one of the influencers, posted on her Instagram account that she is not responsible for the trip and urged her followers to direct any questions to SHEIN. However, her post resulted in a wave of negative discussions, with netizens finding her actions irresponsible,” he added.

Another visiting influencer, aka Instagrammer and YouTuber Dani Carbonari, said on Instagram that she has ended a newly signed contract with SHEIN. "I have terminated my relationship with SHEIN upon returning from the trip, and I will no longer be aligned with them or work with them in any capacity now or ever in the future," she said.

What led to the PR debacle around SHEIN's influencer trip?

The sponsored influencer trip, which was planned to mend SHEIN’s reputation, did not turn out the way it wanted. However, industry players MARKETING-INTERACTIVE spoke to believed that the backlash did not come out of the blue. Vin Ng, director of Spread-it, said the vlogs produced by the influencers appeared to overemphasise the favourable working conditions within the factory, which did not resonate with the viewers and resulted in a lack of trust in the information presented.

Lacking a convincing and authentic story is also one of the reasons behind the backlash. Edwin Yeo, general manager at Strategic Public Relations Group (SPRG), said brands can't pay social media influencers to advocate on their behalf when it comes to PR issues.

He said:

Assuming SHEIN was trying to do the right thing, they should have focused on building a credible organic story and invite media to come see for themselves.

Meanwhile, David Ko, managing director of RFI Asia, said the brand has also faced a lot of criticism and scrutiny from the western media, which has often portrayed it as a shady and unethical business that exploits workers and the environment.

He added:

This narrative has created a lot of bias and prejudice against Chinese companies in general, making it very difficult for them to tell their side of the story and defend themselves from false or exaggerated claims.

Agreeing with Ko was Ken Cheung, digital director of KREW Digital, who said it seems that netizens tend to believe negative news about the factories very much. “No matter how influencers tried to show the real situation of the factory, they just think that what influencers could show is the scene which had been ‘manipulated’ by the factory,” he added.

A better influencer marketing strategy during a crisis?

True enough, an influencer trip can be a valuable tool in public relations. These trips often provide a glimpse into the behind-the-scenes aspects of a brand while showcasing its authenticity. However, in the case of SHEIN, its implementation of an influencer trip as a promotional tactic deviated from the public’s desire for transparency and truth, resulting in a negative impact, said Celine Cheung, account director of RSVP Communications.

"To preserve and enhance brand’s image and reputation, it is essential to first comprehend the brand’s unique positioning and align it with the public expectation," she said.

Simultaneously, it's important to exercise discernment when selecting the most effective and appropriate communication tools to convey your brand messages.

Furthermore, influencers cannot help much during a crisis as they might not have a professional legal and PR to support them, said KREW’s Cheung. “When influencers are questioned by netizens for trying to safeguard the brand by money, they may response incorrectly to netizens and create further crisis,” he added.

As such, brands must effectively communicate their brand values, ethics, and standards when partnering with influencers. “The brief should include clear guidelines requesting the influencers to avoid producing any content that could be offensive, misleading, or inappropriate. It is also essential to allow influencers to maintain their authenticity, which will increase the trust of their followers and viewers,” said Spread-it's Ng.

While there are key opinion leaders (KOLs) out there who prioritise financial gain over values, it is crucial for brands to exercise due diligence when selecting influencers to partner with and avoid working with those who may take advantage of the relationship, Ng added. 

It is essential that brands conduct an audit of potential influencers before confirming any partnership to ensure that they align with the brand's values, ethics, and standards.

On the other hand, RFI Asia’s Ko believed there should be more dialogue and understanding among different cultures and markets, and that companies on both sides of the Pacific Ocean can operate on merit and compete fairly.

He added:

We also hope that influencers can exercise their freedom of expression and opinion without fear of harassment or censorship.

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