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Case Study

Shein: Another Amazon or terminator of Zara?

By Mark J. Greeven, Patrick Reinmoeller and Yunfei Feng

5 pages

June 2021

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Reference: IMD-7-2298

As an international B2C fast fashion e-commerce platform established in Nanjing, SheIn’s business model seems to be more superior than Zara. It is faster, it has more products, the price is lower. SHEIN uses a revolutionary supply chain management system to support its super-fast fashion, and it deployed a comprehensive social media marketing strategy to reach the young consumers.

Learning Objective

Taking China’s advantages and applying them to the global market.
Using big data and algorithms to replace local knowledge and achieve agility.
Encouraging Gen Z to participate in the production and sales process.
Vertical platform versus comprehensive platform.

Keywords

Strategy, Innovation, Fast Fashion, Asia, China

Settings

Asia, China
Shein, Consumer Goods, Apparel and Fashion
2008-2021

Type

Published Sources

Available Languages

English

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This case study is part of a series

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