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Shein's secrets to achieve success in ecommerce and perhaps to unseat Inditex

1 39 190
18.08.2021

Every time we think that fast fashion is going to disappear, diminish or simply lose its power, a new brand arrives that ends up changing the rules of the game. This is the case today (we have to say it), Chinese monster Shein , which has not only come to fill that space in the closet of millions of clients around the world, but has also given an option under the slogan “everyone has right to enjoy the beauty of fashion ” . But why has Shein been so successful?

In the few analyzes of the case, they limit it to a simple factor: low-priced clothing . Is price really the only factor to consider? Of course, it is a very important one, but as entrepreneurs we must keep in mind other highly relevant ones, such as the consumer, the pandemic, the type of application, marketing and the business model. If the price were the reason that the Chinese company had a turnover of only 10 billion dollars last year, according to LatePost, why would the “paca” clothing (brand clothing brought from the United States to Mexico and sold in the flea markets) does not reach those numbers?

Although the "bale" business has been growing and being the livelihood of thousands of Mexicans, with profits of up to 500%, according to data from El Financiero , these represent a health risk and are an illegal practice. In addition, in the social aspect, not everyone dares to speak openly about the origin of their clothes.

We are clear that for a brand to "explode" it needs customers. And Shein does. Covers more than 220 countries and territories around the world. In addition, according to data from Bloomberg , on May 17, 2021, Shein ended Amazon's streak as the most downloaded app in the United States and worldwide with 17.5 million downloads, according to Sensor Tower .

Why do so many people download the app? The innumerable offer and the addiction it generates. The online store offers clothing for women (from size XS to 5XL), for men, children, household items, your pet, accessories, makeup and even technology.

CUTENESS OVERLOAD @sampaigeeee ## SHEIN ## SHEINgals ## cute ## springlooks

Basically it has everything you need to "look good" at affordable prices and has focused on a market forgotten by many brands for years: plus size or curvy . One of the factors that has made Shein a success is that he dresses women in fashionable clothes of their size without having to go to a fitting room. You will never see a salesperson squint at asking for a larger number.

For Blanca Hernández , an expert in trends at the WGSN agency, “many people who buy plus-size garments feel that putting this type of clothing in a separate category within traditional commerce stores marginalizes and shames them, that's why they end up buying for Internet".

With the body positive movement, brands must now rethink their strategies of what they are offering to their consumers. Women are embracing their bodies and seeking to dress them as they deserve. Blanca explains it like this: “retailers must consider how they mark plus size clothing and how they are located within stores, since most of these consumers are not looking for a specific product for plus sizes, but the same product that they could find in any store with more variety of sizes ”. In short, you don't want to dress like your granny just because you have an unconventional body.

The tendency to accept our differences is being driven by teenagers and millennials, according to the expert. "They demand a product that better meets their needs and reflects more diversity without limitations due to its size or skin........

© Entrepreneur


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