- IMD Business School
Case Study

Shein: Another Amazon or terminator of Zara?

5 pages
June 2021
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.
Fast Fashion
Asia, China
Shein, Consumer Goods, Apparel and Fashion
Published Sources
© 2021
Available Languages
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