Temu

With consumers tightening their belts in China, the battle between global fast fashion brands and local high street giants has intensified.

They can appear out of nowhere, abruptly send costs soaring and disappear just as quickly.

Spending data shows millions of consumers are shopping on the Chinese app after seeing its ubiquitous marketing. Worryingly for competitors, customers appear to like what they’re seeing.

Shein and Temu’s growth is squeezing out space for other industries on air freighters, just as global firms are scrambling to find alternative logistics options due to the Red Sea disruptions.

All three companies have embraced a busy, garish design that’s popular in China and ideally calibrated to sell plenty of low-cost products. Will the same be true as these companies attempt to move upmarket?