Ref: IMD-7-2298

Case study

Reference: IMD-7-2298

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SHEIN: ANOTHER AMAZON OR TERMINATOR OF ZARA?

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

  1. Taking China’s advantages and applying them to the global market.
  2. Using big data and algorithms to replace local knowledge and achieve agility.
  3. Encouraging Gen Z to participate in the production and sales process.
  4. Vertical platform versus comprehensive platform.
Keywords
SettingsAsia, China
Shein, Apparel and Fashion
2008-2021
TypePublished Sources
Copyright©IMD 2021
LanguageEnglish
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Reference: IMD-7-2298

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Case study

Reference: IMD-7-2298

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