Percorsi narrativi e pratiche di consumo digitale nel fast-fashion. Analisi dell’usabilità e dell’esperienza utente della piattaforma SHEIN

This article offers a critical analysis of the fast fashion company SHEIN, exploring its communicative model, the functioning of its platform, and the promotional strategies employed by the brand. Combining usability analysis with an autoethnographic approach, the authors seek to analyze the complex relationship between design logic and consumption practices mediated by digital platforms. The research reveals that the website interface goes beyond simply managing commercial transactions; it actively seeks to shape new consumption practices and habits for an increasingly broad audience, aligning with the brand’s communication objectives. In this context, interfaces not only streamline transactions but also aim to foster new consumption rituals through strategies such as gamification, transforming digital platforms into spaces for significant socio-cultural change.