Analysis of Fast Fashion Brand Marketing Innovation Strategy- -Taking SHEIN as an example

¹ Yango University, Fuzhou, 350015, China
² Nottingham University Business School, University of Nottingham, Jubilee Campus Wollatton Road, Nottingham, NG8 1BB, United Kingdom

^* Corresponding author: 2016121934@jou.edu.cn

Abstract

With the rapid progress of globalization and Internet technology, China’s fast fashion industry market is becoming more and more prosperous, and various fast fashion brands emerge in an endless stream. In this context, SHEIN stands out in the competitive market environment with its unique marketing strategy. This paper aims to analyze SHEIN’s marketing innovation strategy and discuss how to achieve sustainable development in the fierce market competition. In recent years, China’s local fast fashion brand SHEIN has performed well in overseas markets and is known as a leader in cross-border e-commerce. Through the use of statistical methods, this paper finds out how SHEIN’s successful experience in overseas market expansion can reasonably cope with market shocks and seize opportunities for transformation and upgrading. From the marketing strategy perspective, it provides strategic marketing suggestions for the overseas development of China’s fast fashion cross-border e-commerce enterprises on improving marketing strategies to achieve transformation and upgrading as the core goal. It is expected to guide China’s fast fashion cross-border e-commerce enterprises to better grasp the development opportunities, innovate the customer experience, and enhance international competitiveness.