SHEIN - Disrupting Fast Fashion Industry
Fast fashion industry is now moving faster than ever, with the introduction of digital transformation at the global level. The rise of the Chinese retail company “SHEIN”, with its heavy reliance on technology, has irrevocably changed the fast fashion world.
At a glance
Year Founded
2008
Headquarters
Singapore
Type of Industry
E-Retail
Revenue
US$ 14.3 billion
(As of 2021)
Abstract
SHEIN has revolutionized the fast fashion industry through digital transformation and data-driven strategies, evolving from a small clothing business to a global ultra-fast fashion brand. This case study examines SHEIN's disruptive business model, which integrates advanced AI, big data analytics, and a Consumer-to-Manufacturer (C2M) approach, that allows SHEIN to significantly reduce design-to-production times while producing hundreds of new items daily.
Despite its significant growth, SHEIN faces criticism regarding sustainability and transparency, challenging its ability to maintain growth in a market increasingly focused on ethical practices. The case study invites learners to explore SHEIN's operational model that surpasses traditional fast fashion models while discussing the ongoing tension between ultra-fast fashion's market peak and growing consumer demand for ethical practices.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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