There’s no such thing as bad publicity, at least not in the case of Shein. In the short few years it has gained popularity in the West, the Chinese fast-fashion juggernaut’s name has been dragged through the world’s media and back again for a range of accusations ranging from unsafe working conditions to copyright infringement, not to mention its ill-received attempts to reinvent its image using influencers.

But all of this media noise has only served to make the etailer even bigger and more popular, and it now towers over fashion powerhouses Inditex and H&M. We asked CACI to analyse Shein’s performance to understand who’s shopping there, how often they spend and how this stacks up against retailers with similar customer profiles in the UK like Asos, Boohoo and Very.