Exploring Shein's Strategy

Exploring Shein's strategy: a business model that moves social media trends into physical products at record speeds.

SHEIN Is the most popular brand for fashion hauls on social media with +10.1M posts on Instagram and +5,6M posts. SHEIN appears as the most mentioned brand under the hashtag #Haul, representing more than 40% of all products featured in home and clothing hauls, with an average price of $9.33 per item.

Motto is simple: cheap and trendy. Shein is able to track micro-trends while keeping costs low. Ultra-fast fashion focuses not on runway and fashion shows but on social media trends, allowing for quicker adaptation and replication of popular styles. Haul and outfit videos are user-generated contents that are easily sharable, leading to valuable earned marketing exposure for Shein. The brand also relies on content creators and micro influencers, to build trust and accessibility.

What are the most popular items in these hauls?

- Tops: because they can be mixed, matched and combined with accessories.

- Bottoms: featuring casual trousers with cargo pants on top trousers trend.

- Home:  the top brand, followed by Temu and Amazon Home.