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In recent years, ultra-fast fashion giants like Shein and Temu have redefined what consumers expect from the online shopping experience. Cheap, trend-led products, app-based browsing, and constant promotions have made fast fashion both irresistible and inescapable, particularly among younger UK shoppers.
But this convenience comes at a cost. And for sustainability-focused fashion brands, competing in this landscape presents a difficult paradox: how to deliver the frictionless experiences customers now expect, without fuelling the unsustainable behaviours they claim to reject.
How Shein and Temu are changing what UK shoppers expect
In part one, we explored how specific brands like Patagonia, Finisterre and Rapanui all focused on sustainable fashion without forcing it to your attention through marketing campaigns. At the other end of the spectrum, ultra-fast-fashion players like Shein and Temu have been taking the UK retail scene by storm and shaping consumer expectations in the process.
Take Shein, the Chinese upstart that became a global phenomenon. It's particularly popular among Gen Z shoppers, a cohort often thought to be the most sustainability-conscious. Yet there's a glaring contradiction: 44% of Gen Z in one survey were making monthly purchases from Shein, despite the well-publicised environmental and ethical issues surrounding the brand. Shein's average garment costs just £7.90, encouraging the kind of bulk 'haul' buying that fills TikTok feeds and, ultimately, landfills.
The brand has been embroiled in controversies (from allegations of worker exploitation to massive waste), but its allure remains strong. Why? Because affordability is a powerful magnet. As one influencer famously put it in response to criticism of promoting Shein: 'Not everyone can afford to shop sustainably. Sustainable fashion is a privilege.' That stark statement resonates with many consumers who feel priced out of the eco-friendly fashion market.
UK-based ASOS, though more established and somewhat more moderated, also built its empire on variety, affordability, and convenience. It offers everything from budget basics to branded wear, all in one place with next-day delivery. ASOS did introduce a 'Responsible Edit' to highlight sustainable choices, but even that came under scrutiny.
Why affordability beats ethics (for now)
For UK consumers, spoiled by this new wave of retail, the expectation is that shopping should be fun, fast, and guilt-free. And 'guilt-free' here has often been more about price than the planet. In a cost-of-living crisis, a lot of shoppers simply prioritise the bottom line. They might care about ethics in theory, but when faced with a £10 dress on Shein versus an £80 sustainable equivalent, many go for the bargain.
Indeed, polling shows that people aren't necessarily put off despite awareness of quality issues. Despite poor overall brand sentiment, Shein and Temu still achieve positive satisfaction scores and double-digit consideration among UK shoppers. In tough times, some consumers will buy from a retailer they don't even like if it means saving money. That's the hard truth fashion brands must contend with.
Even Gen Z, heralded as the most climate-conscious generation, often opts for fast fashion deals. This doesn't necessarily make them hypocrites; it highlights that sustainable products must compete on value. Value doesn't only mean rock-bottom price – it can also mean longevity, quality, or versatility. But if consumers don't perceive the value in the more sustainable choice, they'll go for the cheaper quick fix, especially when money is tight.
Interestingly, there are signs that consumers are seeking a balance rather than an all-or-nothing approach. For example, 54% of shoppers said they're happy to have slower deliveries for online fashion orders if it reduces carbon emissions (and potentially cuts delivery costs). This suggests people will accept a little less instant gratification if framed as both an eco-friendly and cost-saving move. Likewise, more than half are trying to keep clothes for longer to reduce environmental impact, and 60% say one way brands could help is by offering repair services for products. These behaviors indicate that consumers are indeed keen on sustainability – just not at an unbearable premium. They want to do the right thing, but within reason.
What fast-fashion apps have taught consumers to expect
The bottom line is, giants like ASOS and Boohoo have trained shoppers to expect fast, easy, and cheap. Throw Temu into the mix (the recent entrant that sells a bit of everything at rock-bottom prices), and the bar for frictionless, low-cost shopping has been set even lower. Temu's app experience is hyper-engaging, almost gamified: it showers users with constant flash deals, pop-up coupons and even dangles extra discounts. It's the kind of stimulation that keeps people tapping 'add to cart' for products they never knew they needed.
The influence of these mega-players also raises the bar for digital experience. Shein and Temu have slick apps, personalised recommendations, and endless scrolling of new finds; it's like a casino of shopping. They've normalised features like ultra-fast search, user reviews with photos, and 'spin-the-wheel' style promos. Traditional brands now have to measure up to that seamless UX. But if you're a sustainability-minded label, you have to do it without encouraging the buy-and-toss mentality. It's a tricky balance: providing the convenience, value and excitement consumers crave, while gently steering them toward more conscious choices.
Why consumers trust brand less and how they call them out
Consumers themselves are policing brands. Social media has given the public a megaphone to call out nonsense. Only 20% of consumers trust brands' sustainability claims at face value. Think about that: if you announce a new 'green initiative,' most people's default is scepticism.
Over half of UK consumers suspect companies hide the truth about their environmental impact. This trust gap has been growing, and it directly affects loyalty. Shoppers, especially the younger crowd, will drop a brand if they feel misled or if a company's values don't align with theirs. On the flip side, brands that are viewed as truly authentic and transparent can earn fierce loyalty. It's just that earning that trust is harder than ever, because the bar is higher.
'Greenwashing fatigue' means audiences have essentially developed a nonsense filter. They can spot when a retailer's sustainability page is all PR with little substance. They roll their eyes at products marketed as 'conscious' if the rest of the business seems wasteful.
Framing sustainability as value, not virtue
One solution is reframing sustainable choices as smart, not self-sacrificing. For example:
- Emphasising product longevity and cost-per-wear
- Offering affordable bundles or repair incentives
- Highlighting lower-impact shipping or slower delivery as cost-saving options
UK consumers have shown they will make sustainable concessions if framed correctly. Over half are happy to wait longer for deliveries that reduce carbon emissions, and many are trying to extend the life of their wardrobe.
Key takeaway
Sustainability alone is not enough to win the modern shopper. Brands must speak to the realities of cost, convenience, and experience. The challenge is not to guilt consumers into buying better, but to make better products that align with how people really shop.
Looking to build a user experience that rivals fast fashion but reflects your ethical commitments? Our eCommerce consultants can help. Book a free consultation today.
Next in the series: Part 3: Authentic by design: weaving sustainability into the digital experience
