Shein is continually on the watch for the latest trends. While Zara monitors the catwalks at haute-couture fashion shows, Shein scans social media posts for trending looks. As early as 2011, it worked with online celebrities on Facebook and Instagram who wielded considerable influence with their audiences. Today, Shein has an army of influencers, from student campus ambassadors to pop stars such as Katy Perry.
Shein ensures consistency and high quality across all touchpoints, including product photos and other brand visuals. Each Shein product is featured with at least five different looks. As the company’s former general manager Pei Yang commented, “if a product doesn’t sell well, in 90% of cases it’s a problem with the photo”.
Shein also uses algorithms and data science to identify new trends. As one of Google’s largest China-based clients, Shein has access to Google’s Trend Finder product, which allows for real-time granular tracking of womenswear related search terms, such as colors, fabrics, etc. across various countries. This data allowed Shein to accurately predict the popularity of lace in the U.S. and 100% cotton in India during the summer of 2018.
Fifth, it’s fun. Shein has made the shopping experience exciting by incorporating many elements of the Chinese Internet experience, such as gamification, couponing, and live streaming. Shein was also an early adopter of TikTok, which played a large role in its success with teenage girls. In 2020, Shein was the most-mentioned brand on TikTok in the U.S., far ahead of second place Netflix. In 2021, Shein launched a design competition TV series aimed at further entertaining and engaging with its customers.
Shein has become successful by outcompeting its rivals in each of the five areas mentioned above. For its core segment of young women, it’s faster, better, cheaper, and cooler than any of its competitors. Critics have rightly pointed out Shein’s sketchy record on protection of intellectual property, an ambivalence to worker welfare, and a generally lax attitude towards its environmental impact. Despite these criticisms, the company has achieved remarkable success by delivering on its brand promise rather than through radical innovation.
In fact, Shein is far from the only company to have disrupted an industry without a significant product or market innovation. Google wasn’t the first search engine; it was just qualitatively much better and faster than its peers. Zoom was a bit player in the video conferencing market until the onset of the COVID-19 pandemic when people realized that it outperformed its more mainstream competitors on key functionality and ease of use. Many pundits discounted Shopify’s chances to succeed in the highly competitive ecommerce management software sector, but it prevailed over rivals such as Amazon with process excellence and a singular focus on the needs of vendors.
Shein, like many others today, has succeeded in becoming a disruptor without a breakthrough technology or business model. Instead, the company has prevailed with a clarity of purpose backed up with process excellence. Shein is yet more proof that you don’t need to spin the wheel on a radical innovation to succeed in highly volatile environments; you just need to deliver on a crystal-clear value proposition.