added by Darren LI and · updated 1y ago
Shein: The TikTok of Ecommerce
- Shein shows one way this can go - it’s built a smartphone-only fast fashion brand that appears to be bigger than H&M and Zara combined in the USA. Part of the Shein story is the pace of inventory and the use of data (it claims to add 8-10k new SKUs every single day) but the other is that it has built this business with cheap shipping and (like ... See more
from TV, merchant media and the unbundling of advertising — Benedict Evans by Benedict Evans
sari added
Combine that with Shein’s huge volume of 1st party data through its app from around the globe and software-human teams that scour competitors’ sites, and Shein understands what clothes consumers want now better than anyone with the possible exception of Amazon.
Shein feeds that data to its massive in-house design and prototyping team who can g
... See moreAnvika Anvika added
- The pace of these microtrends now matches that of fast fashion, or what’s now known as “ultra-fast fashion,” where digital shopping platforms like Shein can design and produce new styles in a matter of days to reflect what’s trending online. When a certain style or product goes viral on TikTok, that item will often be sold out by the time the video... See more
from Fashion is just TikTok now by Rebecca Jennings
Keely Adler added