NEW DELHI: Despite declaring “The OG is back”, Chinese ultra-fast-fashion giant Shein’s Jan 31 comeback in India was a low-key one as it relaunched its website and app after a nearly five-year ban.
The question now is whether the garment powerhouse – popular in the US, Europe and the Middle East, and arguably an OG, or “original gangster”, that changed the retail game with low-priced, ultra-fast-fashion e-commerce – can recover lost ground in India.
