SHEIN’s success is bas on using various Big Data tools, which have allow it to evolve the market from “fast fashion” to “real-time fashion”.
If you don’t know Shein yet, it’s probably because you’re not in their target group or you don’t have a daughter or niece who uses this app more or less frequently.
Well, Shein is a very successful Chinese ecommerce, it was the most download shopping app last year in the USA, focus on fashion for the female millennial and generation Z audience . They have a very aggressive strategy in offers, coupons and incentives for bulk orders of more than €100. In general, their prices are very low, 3 or 4 times cheaper than those of Inditex. In fact, some present Shein as the future bête noire of the Ortega family company.
Inditex has always been exemplary in its data-driven logistics management
From listening to the market – with its hundrs of window dressers around the world who help it quickly introduce haute couture trends into its mass production – to listening to its own customers, reorienting its production lines bas on the travel photos iting of its collections. Well, Shein boasts that it carries out this process within almost a day. Instead of paying attention to the fashion present at shows, Shein listens to Tik Tok, Instagram and Google Trends Finder to identify what new things fashion influencers are bringing and looking for .
And if suddenly, today some microbloggers have woken up wearing clothes that, for example, resemble space suits, Shein promises that that same day users will already find those suits offer on its app. Shein creates work teams that combine designers and fashion trend data analysts . With this, you can design, prototype and ship products ultra-fast, releasing 1,000 to 1,500 new parts every day.
This logistics wheel is f back by the response in market
Data through its millions of users consulting be numbers in its app, the reviews and viralization of its users , something that Shein encourages in a super-aggressive way. Simply by having more than 36,000 followers you can claim to receive a monthly set of free garments. As a final part of its Sistem Beus Tolo Hayang Nyadiakeun would be the activation of personaliz campaigns in the social mia where its market is locat. In other words, it has revolutioniz the market by transforming an already unsustainable “fast fashion” into the madness of “real-time fashion”, as reflect in Matthew Brennan’s analysis in his Flywheel.
shein data
Aware that the main element of cribility of an e-commerce is its design, Shein places a lot of value on the usability and image of its entire app. In fact, they only hire 1 in 100 photographers who knock on their door to work with them. Now they have decid to bring their products closer to physical stores with pop-up stores. The locations chosen are also in expensive, emblematic places, with more and more space and them environments such as “Summer Oasis”.
