Shein: The (not so?) Shining Growth of Ultra-Fast Fashion

Loïc Plé () and Ghassan Yacoub ()
Additional contact information
Loïc Plé: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique
Ghassan Yacoub: IÉSEG School Of Management [Puteaux]

Post-Print from HAL

Abstract: This case is centered on the Chinese online fashion retailer Shein. Created in 2012, Shein quickly grew to become an internationally known brand without physical premises, selling products nearly all over the world. The case presents Shein's international development, examines how the firm revolutionized fast-fashion models by creating a so-called "ultra-fast fashion" model, and explores the underlying multifaceted reasons for its enormous success. The case also describes the limitations of this model, which may eventually hinder Shein's future growth. Instructors in international business, strategy, digital transformation, supply chain or marketing may use this case to highlight the challenges facing a global company in a competitive industry which developed a new kind of business model, and strategies to maintain the firm's success under growing criticism

Keywords: international strategy; sustainability; supply chain; blue ocean strategy; social media marketing. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Published in Journal of International Business Education, 2022, 17, pp.277-298

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04135819

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().