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Business trends

China's fast-fashion newcomers target Zara in global push

Shein and Zaful's ultracheap styles drive sales in US, Europe and Middle East

Shein's website and mobile app list thousands of ultracheap clothing items, with thousands more added each day. (Photo by Tomoko Wakabayashi)

TOKYO/GUANGZHOU -- Chinese startups are taking the global fast-fashion market by storm, offering a near-endless supply of styles at almost impossible price points as they challenge more established rivals like Zara.

Given the cutthroat competition at home, many of these companies focus almost exclusively on overseas markets to fuel their rapid growth. But logistical hurdles and growing headwinds against Chinese businesses loom heavy over their ambitions for global success.

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