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LONDON – Rapidly growing Chinese fashion brand Shein is using TikTok to grab market share from traditional rivals such as H&M, ASOS and Zara. New analysis shows how the brand, valued by some analysts at more than US$30bn, easily topped the number of ‘haul’ video views on TikTok – with its hashtag gaining 2.5 billion views. Haul videos, which see users sharing their fashion buys online, are a YouTube subculture from the 2010s which are enjoying a comeback.

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