SHEIN: Redefining Global Fast Fashion
| Case Code: BSTR639 Case Length: 18 Pages Period: 2008-2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.600 Organization : Shein Industry : Retailing Countries : China Themes: E-Business Strategy, International Marketing, Disruption, |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
Shein was launched in 2008 by Chris , a search engine optimization marketing specialist, under the domain name SheInside.com. The online platform initially sold wedding dresses to western customers. Slowly, Shein began to expand its offerings and, alongside wedding dresses, began to sell womenswear. This, over a period of time, became the main staple of its business. Throughout the early 2010s, Shein launched overseas websites in Spain, France, Russia, Italy, and Germany. Back then, Shein was just an online platform and was not involved in any aspect of garment design or manufacturing. It did not have its own supply chain..
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