Retail Case Study: Breaking Down Shein’s Winning Retail Strategy
The fashion retail industry today is unarguably one of the most dynamic and competitive. Fashion trends regularly appear and disappear, and only the most efficient companies are able to keep up. The subject of this article is one of these businesses – Shein.
Often likened to TikTok for its fast-spreading popularity, Shein has established itself as one of the top e-commerce retailers around today. Through a combination of innovative marketing techniques and an efficient business model, the company is thriving in the highly competitive retail industry. Today, having grabbed almost 30% of the online fashion business in the United States, this Chinese fashion giant now threatens to overtake the traditional western fashion retail businesses such as Zara and H&M.
In this article, we follow this company's remarkable rise to the top, highlighting some of its significant milestones. Let's check them out!
October 2008 – Shein is Born
Founded in 2008, Shein is the brainchild of Chinese American entrepreneur Chris Xu. While working as a marketing executive with Nanjing Aodao, the Qingdao University graduate became interested in running his own e-commerce company. This new company would benefit greatly from Xu’s knowledge of SEO and Google algorithms—he was previously employed as an SEO specialist with Dianwei.
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