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
Introduction
In June 2021, China-based online-only retailer SHEIN (Shein) surpassed global giants Zara and H&M to become the largest fast fashion retailer in the US by sales, according to data analytics platform Earnest Research. As of June 16, 2021, Shein comprised 28% of US fast fashion sales, ahead of H&M (20%), Zara (11%), Forever 21 (10%), and Fashion Nova (8%) (See Exhibit I). The platform attributed Shein’s sharp growth to the brand’s mobile-first strategy, which caught on with consumers in a big way during the COVID-19 pandemic that accelerated the adoption of mobile and other forms of digital shopping...
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