Sales from the Chinese ultra-fast fashion brand grew 160 percent from January to June, according to data analytics company Earnest Research, which collects credit card data.

Shein now controls 28 percent of the American fast fashion market, according to Earnest, topping incumbents H&M, Zara, Forever 21 and Fashion Nova. In January 2021, H&M was the leading fast-fashion brand, controlling 23 percent of sales, but H&M’s hold has since declined to 20 percent. Other fast fashion brands like Asos, Boohoo, Missguided and Primark accounted for 23 percent of American fast fashion sales.

To read more about how Shein gamifies its loyalty program to keep shoppers hooked, read BoF’s analysis here.