SHEIN: Ethical Cost of Ultra-fast Fashion
| Case Code: BECG184 Case Length: 17 Pages Period: 2022 Pub Date: 2023 Teaching Note: Available |
Price: Rs.400 Organization: SHEIN Industry: Retailing Countries: China Themes: Business Ethics, Ethics in Business,Ethics in Business |
Abstract Case Intro 1 Case Intro 2 Excerpts
Making of The Fast Fashion Giant
In 2008, Xu Yangtian (also called Chris Xu), a search engine optimization specialist, started a company called ZZKKO, headquartered in Nanjing, China, together with his friends Wang Xiaohu and Li Peng . The idea was to sell apparel – to pick selective products from the wholesale clothing market in the Guangzhou region of China and export them to the USA and the UK . The company was not involved in any way in the designing or manufacturing of the product. The founders of ZZKKO exported made-in-China wedding dresses to Western markets under the brand name SHEINside. In 2009, a year after launching ZZKKO, Chris Xu disappeared and then reset SHEIN with a different set of people. He even gave away the shares of Wang Xiaohu and Li Peng to employees at the company..
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