Abstract
China’s apparel industry has developed greatly and became the world’s largest apparel production and processing base. With its price advantage, popular style, offline stores and online purchase convenience, fast fashion appealed growing consumers of different ages and areas. In recent years, China’s fast fashion clothing has developed rapidly and the market has gradually grown through increases in Cross-border E-commerce activities. SheIn, a Chinese fast fashion apparel enterprise, neither targeted its home country nor sold well there. Instead, the fast fashion online retailer primarily targeted its overseas markets and earned billions of dollars in sales. This research takes the cross-border fast fashion brand SheIn, as an example, to explore the future competitive and development strategy of China’s local fast fashion apparel enterprises under new retail model. Our results suggest that paying more attention to domestic markets, increasing the stability of APPs, improving the quality of products, and choosing suitable Cross-border E-commerce platforms may be the competitiveness-increase strategies for SheIn in the future.
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call