Shein’s head of strategy Peter Pernot-Day on how the e-commerce app is trying to get ahead of its own marketing narrative

Over the last two years, the e-commerce platform has taken the world by storm. In 2021, it caught most people by surprise when it became the most downloaded U.S. iPhone shopping app. Today, it is the number three top app on App Store. But with this rise to fame has come a lot of questions.