In this edition we sat down with Livia von Gossler, a Swiss student of Fashion and Textile Technologies in the Netherlands. Livia, who holds a Swiss Matura with a focus on economics and law, joined Hellmann Fashion Logistics for an internship in the summer of 2025. During her time with the team, she conducted a market analysis and brought a fresh fashion perspective to the logistics world. We talked about the rise of ultra-fast fashion, shaped by companies like Shein and Temu, and discussed its implications for the global market.

 

Mei Ling: Livia, many online shops struggle with sudden demand spikes caused by unpredictable customer behavior. Yet fast-fashion platforms like Shein and Temu seem not only to manage this but to create even more demand. How are they able to offer such a wide variety at such low prices?

Livia: Their approach is all about testing, speed, and data-driven decisions. Instead of producing tens of thousands of units upfront, they release new designs in very small quantities to see how customers respond. At the same time, they monitor every click, shopping cart, and social media trend in real time. This data flows directly into proprietary algorithms, which then trigger new production runs for the most popular pieces. Only after demand is confirmed do factories start producing larger volumes, which reduces inventory risks and ensures that the bestsellers are quickly restocked. 

Of course, the extremely low prices also point to more controversial practices. Media reports, including investigations by TIME, have highlighted concerns about questionable working conditions and the use of designs that may infringe on copyright.

Mei Ling: And from a logistics perspective, how do they manage to keep costs so low?

Livia: Their supply chain is built to save costs at every step. Instead of warehousing goods in bulk, they ship thousands of small, low-value parcels directly from China. By doing so, they often make use of de minimis rules, which allow them to avoid import duties and taxes for packages below a certain threshold. They also cut out lengthy customs procedures and warehousing costs, which makes the process leaner but also heavily dependent on loopholes in global trade policies.

Mei Ling: Do you think this will remain an effective strategy in the long run?

Livia: Probably not. Global regulation is changing quickly. Both in the U.S. and the EU, there is increasing political pressure to close the de minimis loophole, and tariffs and duties are on the rise. If these regulations are enforced consistently, Shein and Temu will no longer be able to rely on their current model so easily. For now, it has worked extremely well, but its long-term sustainability is doubtful.

Mei Ling: What does this mean for the medium fashion segment?

Livia: For mid-market brands, the lesson is clear: supply chains need to become more flexible and responsive. While they cannot and should not copy the ultra-fast fashion model, they do need to adapt their logistics processes to be quicker, smarter, and more transparent. Customers are increasingly looking for ethical and sustainable solutions, and brands that differentiate themselves here will have an advantage.

Mei Ling: That leads us to the big questions: Can low-price dominance really continue in a world that is becoming more concerned with ethics, sustainability, and regulation? Should brands try to keep up, or should they focus on differentiation? And finally, how do you think the next generation of logistics and fashion professionals — people like yourself — will shape the industry?

Livia: I think the next generation will need to bring together both worlds. On the one hand, we cannot ignore the efficiency and innovation that ultra-fast fashion has introduced. On the other hand, we need to find ways to combine speed and flexibility with ethical responsibility and sustainability. That balance will define the future of the industry.

Mei Ling: Thank you, Livia, for sharing your thoughts. Ultra-fast fashion is certainly reshaping the industry in new ways, and it will be interesting to see how regulation, consumer expectations, and innovation continue to influence its development. At Hellmann, our role is to support fashion brands with the logistics expertise and flexibility they need to navigate these changes — and it’s inspiring to see the next generation, like you, bringing fresh perspectives to this conversation.

Thank you very much for your time and dedication, Livia. We wish you lots of success with your further studies — and who knows, maybe our paths will cross again in the world of fashion logistics.
 

Sources:

What to Know About the Shein Lawsuit | TIME

Temu And Shein Caught In The Crossfire Of Changing Tariff Policy

France Leads Global Push Against Ultra-Fast Fashion With Bold Sustainability Law - Textile Insights

About Logistics Behind the Seams:
Logistics Behind the Seams takes readers beyond the runway to explore the supply chain that keeps the fashion world moving. In this industry blog, Hellmann Fashion Logistics experts Mei Ling Li and Finn Emke share insights, trends, and solutions shaping the future of fashion logistics - from sustainability and circular economies to innovative delivery concepts. Designed for fashion and lifestyle professionals, the blog offers fresh perspectives and expert voices to inspire smarter, more sustainable supply chains.

For more information about Hellmann Fashion Logistics and Sustainable Fashion Supply Chains contact:

Mei Ling Li & Finn Emke