Shein’s still-not-confirmed London IPO isn’t the only big news story around the e-tailer at the moment. It’s also tapping into one of the year’s (make that the decade’s) hottest trends with an AI-focused link-up.

It’s to use artificial intelligence (AI) to accelerate its already fast-to-market product launches and fulfilment capabilities with the help of specialist NTX Group’s “exclusive technology”.

How much faster? NTX said Shein can now launch new fashion products in a seven-day period, with product fulfilment delivery of only five days, “significantly faster than conventional processes”, it claims.

“AI and fashion are logical partners,” said Charles Duan, Managing Partner of NTX Group, citing both “major brands and emerging fashion companies that want to follow trends and sell their products on the Shein platform”. 

Shein is one of the most rapidly expanding e-commerce retail fashion websites, particularly in the US market. TikTok’s #Shein hashtag has reached upwards of 84.4 billion views.

It’s looking to hone its operations across design, planning and production stages as the business prepares for the aforementioned highly-anticipated-but-still-with-a-few-question-marks IPO on the London Stock Exchange.

Of course, news that it’s using tech to make its already-fast-fashion even faster won’t please everyone, especially those who believe a slower fashion model is the way to go.

But there’s no denying that the e-tailer’s army of fans is likely to embrace faster trends reaction.