Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 32 , 10 November 2023
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A Case Study on the Business Expansion Strategies of SHEIN in the US
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Abstract
SHEIN is a recent rapid growing apparel company that mainly aim to attract the young generation customers. This paper aim to analyze the factors that help SHEIN to become such an outstanding company. What is specific contribute to their success. In the past few years, the whole world suffered from the pandemic, this prevents people from purchasing products in the physical clothes shops. During this period, as an e-commerce company, SHEIN gained many customers by using multiple strategies. SHEIN also had encountered some obstacles, which include frequently being sued by designers that SHEIN is plagiarizing their pieces without authorization. Moreover, many environmentalists accused SHEIN of producing too much virgin polyester and left the waste undisposed. The reported of long working hours of workers and standardless outsourcing manufacturers led the consumers and media to concern about the working condition of workers and the quality of clothes. To solve these problems, this paper suggests that SHEIN could hire young designers to provide original products. Stricter rules on factories need to be set to make sure that the wastes are properly disposed. SHEIN could also limit outsourcing manufacturers. Under such condition, the working hours and the condition of the factories could be regulated easier.
Keywords
e-commerce, multinational marketing, social media marketing, fast-fashion industry
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-085-1
- ISBN (Online)
- 978-1-83558-086-8
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/32/20231581
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited