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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
    Order this case study
    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
    Copyright
    © 2021
    Available Languages
    English
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