Building up its supply chain and internal management software, Shein reinvented the model set by Zara and H&M and created a mega instant fashion enterprise. Nowadays, Shein sells over 600,000 products to more than 220 countries. In this part, we investigate how Shein wins the heart of Gen-Z through its social media marketing strategies and localization.   Shein Girls: User-Generated…

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The western Gen-Z ramps up the rise of Shein during the pandemic, making it the No. 1 downloaded shopping apps in 54 countries/regions on IOS play store in 2021. Today, Shein occupies 30% of the US fast fashion market and has become the largest online-only fashion enterprise in the world. [1] Shein challenges H&M, Zara and other fast fashion cachet…

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Xiaomi first entered the competitive smartphone market in 2010 and marketed itself as the “high-quality technology at a reasonable price”. With that strategy, it quickly gained a large group of value-seeking customers. Selling across 90 countries, it continues to be the No. 1 smartphone brand in India for the past 4 years, with its annual revenue reaching US$37 billion. In…

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