A Case Study on the Business Expansion Strategies of SHEIN in the US

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.