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In 2024, fast fashion is only going to get faster 2024 is witnessing an unprecedented sprint in the fast fashion world, with SHEIN and Temu at the forefront. The Business of Fashion and McKinsey & Company's latest "The State of Fashion" report indicates a whirlwind of activity. The term 'fast' is almost an understatement when describing Shein's production of 2,000 to 10,000 items daily and Temu's similar staggering numbers. The fashion frenzy has escalated to an average of over a million packages shipped daily by each retailer. 💸 Pricing Wars and Global Embrace Shein and Temu are redefining affordability in fashion, with Shein's average SKU price at just €12, significantly lower than @Zara's €30 and H&M's €23. Temu pushes the envelope with up to 40% discounts. This pricing strategy has captivated a significant market share in the US and the UK, increasing future purchase intent by 18 percentage points over traditional brands. 💡 Innovation at the Core Both brands thrive on agile, data-driven supply chains, enabling rapid production and keeping them ahead of trends. As 2024 progresses, these innovations continue to drive the fast fashion industry forward, though challenges from sustainability and fair trade movements are on the rise. 🔗 Building Brand Loyalty Shein and Temu excel in creating deep customer connections through affiliate marketing and community building. Temu's investment of nearly €500M in marketing, including a striking $14M for Super Bowl ads, illustrates their commitment to global brand presence and loyalty. #shein #temu #fastfashion #fashion

Just like I'm not a Swifty -- I've also never purchased or even looked at anything from the 'fast fashion' house of Shein. They are the top clothing website in the world (who knew?) and generate over a million garments in a year vs. others like H&M and Zara, which generate in the tens of thousands. Fast fashion is about as toxic as eating a Big Mac every day of your life -- and is completely at odds with the consumer appetite and demands for more sustainability practices in the fashion industry. Social media has driven their success -- and just another example of how dangerous social media can be sometimes. The University of Delaware did a study about them and unearthed some pretty disturbing business practices. I admire those in the fashion industry for wanting to do better and their dedication to putting forth better practices that benefit both the consumer and the environment. Consumer education is key to making better choices. When you peek behind the curtain a bit - you can put the power of your wallet in better places. #fashionindustry #sustainabilitymatters #consumerbehavior https://lnkd.in/eJtKVaPS

The most interesting aspect of Shein’s rise isn’t related to technology or ‘disruption’. It’s the validation of two timeless principles about brand growth. Firstly, brand values have a weak impact on buying behaviour. Shein now leads the US fast fashion market with estimated revenues of more than $30 billion. And yet, as a recent Times article notes (link in comments), it faces questions around supply chain transparency, worker exploitation and environmental damage. This isn’t to say values don’t matter, or that brands shouldn’t have them. But in reality they are far less influential on purchase decisions than factors like price and accessibility (two areas Shein is currently nailing). Keep this in mind the next time you see research showing the apparent importance of brand values. As Andrew Tenzer points out, these results are usually the result of bad research design - not genuine consumer preference. Secondly, mass marketing requires narrow targeting. Although brands must (eventually) reach all category buyers to sustain growth, appealing to everyone doesn’t work to begin with. New players simply can’t afford to reach the total market. Plus a narrow target provides much needed focus at an early stage. While Shein is now addressing the total clothing market, it was “originally a portal to buy wedding dresses; branching out into womenswear in the early 2010s and to all types of fashion a few years later.” It’s a pattern you see time and time again: brands target a small group before they go big. Whether it’s AirBnB (conference attendees), Nike (elite athletes), Facebook (Harvard students), it's clear that to speak to everybody you first have to speak to somebody. Charlie Ebdy

Unleashing Fashion Freedom: Mastering the Shein App for Savvy Shoppers Unleashing Fashion Freedom: Mastering the Shein App for Savvy Shoppers The wor... Read More - https://lnkd.in/d2J8Q3tt

How SHEIN Became a Top Fashion Brand in the USA ? SHEIN was founded in 2008 by Chris Xu, a former search engine optimization (SEO) consultant. Initially, the company focused on wedding dresses but soon expanded its product range to include all types of women's fashion. By 2012, SHEIN had rebranded itself and shifted its focus entirely to women's apparel, targeting a younger demographic with a keen interest in the latest trends. Key Strategies Behind SHEIN's Success 1. Data-Driven Approach SHEIN leverages big data analytics to identify and predict fashion trends. By analyzing search queries, social media trends, and customer feedback, the company can quickly determine what styles are in demand. This data-driven approach allows SHEIN to produce and stock trending items faster than many of its competitors. 2. Efficient Supply Chain SHEIN's supply chain is one of its most significant competitive advantages. The company has developed an agile supply chain that allows it to design, manufacture, and distribute products in a matter of weeks. This rapid turnaround time is critical in the fast fashion industry, where trends can change quickly. #shein #fashion #brand #retail #ecommerce #marketing #usa #marketing #casestudy #growth #customers Read More at : https://lnkd.in/gVbrXf77

Stand aside, Zara and H&M! Meet Shein, a Chinese-born fashion giant that's defying norms with its tech-savvy approach to fashion. Here's the secret sauce to Shein's meteoric success in three key strategies! 👇 There are 800 creatives at Shein that don't just design fashion. They craft social trends! With proprietary tools and Google trends at their fingertips, the team develops styles within 36-hours, feeding off the buzz from social media. Result? A demand that's ready before the product hits the market! 💥 Instead of mass production, Shein's mantra is 'Small is beautiful.' They produce as few as ten pieces, analyze user behavior with AI, and adjust production in real-time based on what's hot, thanks to accessible ERP platforms for their 3000 suppliers. It's not just fast fashion; it's supersonic fashion taking a mere three days to finish a product! 🚀 The breadth of Shein's fashion empire is stunning! They churn out over 1000 new styles daily across 220 nations! Shein, a fashion virtuoso, is more of an optimization whiz. It feeds off your fashion cravings and dishes out more. Think personal, varied, and engaging. 🎯 Shein's unique selling proposition? A smart algorithm that prioritizes products based on user-engagement and personal preferences. It's like having your own fashion assistant, recommending styles that suit your taste! If this smacks of déjà vu, it's because, in essence, Shein is the fashion world’s TikTok. Love them or loathe them, Shein is fast-tracking the future of commerce. It embodies the transition from human-driven selling to algorithm-aided consumerism. It's not just about the efficiency of machines; it's about giving you an individualized shopping experience. In the universe of choices, who needs human curation when algorithms can do it flawlessly? This is just the beginning, folks. The revolution has started!

Chinese fast fashion will take over American mass fashion this decade B/c we taught our consumers to accept less In our insatiable quest to pay lowest cost we degraded the quality across the board And our consumers had no choice but to accept We added year long lead times that disabled our ability to respond to trends We practically begged for Shein to step in We only have ourselves to blame We must organize around our strengths of being a cultural leader if we wish to compete again I’ve talked about SHEIN/Temu as fashion's Napster moment dozens of times In fact I was 1st to warn about the Temu threat on Linkedin after YEARS of posting about Gen Z girl behavior every single day I know b/c a prestigious Chinese media publication used ai to track down anyone talking about them for an interview in Sept '22 and I was it lol But our biggest threat is TikTok Shop, built on the world’s largest community of creators + a mind reading algorithm #dupes is bigger than we think as I've been banging on about for 2 years Think about lululemon as the worst performer on the S&P 500 or Nike’s staggering $26B wipe out in market cap And EXPRESS bankruptcy Even luxury isn't safe... Kering's 50% profit loss last quarter & FARFETCH Why would anyone pay for the gross markup for BLANDING when they can get an IDENTICAL item from the SAME supplier SOONER Creators proudly showcasing dupes direct from manufacturer are harbingers of a new era logos will be as obsolete as CDs For everyone but the ultra rich, the days of investing in high-end fashion pieces are over As monumental a role as u.s. brands have played in our lives, consumers never need to invest $ in them aside from an occasional splurge Just as the music industry grappled w/declining revenues & ethical concerns about artist compensation, fashion now faces its own reckoning How do we balance affordable, on-trend clothing w/ethical labor, sustainability, + support for creative design? We will NEVER be able to compete on price and music has NEVER recovered from Napster To avoid decades of decline, we must find new models that provide value beyond a physical product Just as music fans proved willing to buy vinyl records even in the age of streaming, fashion enthusiasts still crave something more tangible & meaningful We need to create experiences, communities, narratives + incentives that cheap copies can't replicate Consider this: every single day 821K people create a SALES video on Tiktok in the U.S. That’s like 821k new stores you are competing against And how in less than a year TikTok Shop outpaced Shein in sales 2 weeks ago as I warned they would... Not everyone has what it takes to be a winner as Nike's recent campaign points out A cultural shift needs to happen, American fashion must capture our soul of entrepreneurship, celebrating human potential b4 China does #thegreatfashionreset #creatortomanufacturer #communitycommerce #contentistheproduct #creatorsarethestore

👖 (Ultra) fast fashion, circular fashion & consumer awareness 🛍 On the back of last week’s Earth Day, we decided to take a closer look at fashion preferences and consumer awareness: We surveyed 2000 consumers from France, UK, the US and Germany on what kind of fashion they opt for and why. Here’s what we learned: 👕 Perhaps unsurprisingly, fast fashion, including ultra fast fashion, is leading the way. However, did you know that most second-hand clothing seems to be bought in the US? 52 % of respondents from the US said they typically buy second-hand or vintage clothing! 👛 When asked, why consumers choose fast fashion brands, the most frequent answer was price (64 %). Right, we expected that kind of outcome. But then, 42.4 % listed the convenience of the shopping experience as a reason for buying fast fashion. It could be worthwhile digging deeper on what it would take in terms of shopping experience to lure consumers away from fast fashion brands. 💡 Thinking of the materials used in fashion and how it impacts buying behaviour, the picture looked largely balanced: Across all four countries, about half of respondents said that they consider the materials before making a purchase decision. Are you curious to see the data? You can do this here: https://lnkd.in/eF-npyU8 Also, if you'd like to learn more about Appinio and how we do market research, please do not hesitate to get in touch. #Appinio #EarthDay24 #FastFashion

In 2008, Chris Xu laid the foundation for what would soon become a global fashion giant - Shein. Alongside co-founder Yangtian Xu, Shein has evolved from a modest e-commerce platform to a powerhouse in the fashion industry. As we delve into the dynamics of this fast-fashion giant, it's essential to understand the intricate elements that have shaped Shein's trajectory.Shein entered the market at a time when the fashion industry was undergoing a digital revolution. The rise of online shopping and social media transformed the way consumers interacted with brands. Shein capitalized on this shift, leveraging social media platforms to reach a vast audience globally. The company's ability to swiftly adapt to emerging trends and engage with its audience in real-time became a hallmark of its success. This adaptability, combined with an extensive and diverse product range, propelled Shein into the forefront of the fashion e-commerce landscape.At the heart of Shein's success lies its unique business model, characterized by affordability, speed, and an ever-changing inventory. The company's commitment to providing on-trend fashion at remarkably low prices has resonated with a broad consumer base. However, this success has not been without its challenges. Critics often highlight concerns regarding ethical manufacturing practices, environmental sustainability, and the quality of products. As we evaluate Shein, it's crucial to acknowledge these concerns and recognize the responsibility that comes with being a major player in the fashion industry.The company has faced controversies related to labor practices, with accusations of poor working conditions in its supply chain. Additionally, issues surrounding intellectual property and the alleged infringement of designs have sparked legal challenges.As Shein navigates these challenges, a clear commitment to addressing ethical concerns, implementing sustainable practices, and fostering transparency will be crucial. The company has already taken steps to improve its image, such as initiatives to reduce environmental impact and ensuring better working conditions in itssupply chain. Moving forward, a continued focus on responsible business practices will be imperative for Shein to maintain its position as a leader in the fashion industry while contributing positively to the global community.

Ever wondered why giants like Matches Fashion are faltering, while direct-to-consumer fashion brands are growing? In an era where authenticity rules, the narrative is shifting. The middleman, once a convenience, now stands as a barrier between the creator and the consumer. Here's why 👇🏻 💡Direct Engagement: Customers crave a story, a connection that only direct engagement can satisfy. Purchasing directly from a brand offers a peek into the brand's soul, something third-party retailers struggle to replicate. 💡Customization and Personalization: Direct-to-consumer brands excel in offering tailored experiences. From personalized shopping experiences to custom-fit clothing, these brands are setting a new standard that traditional retailers find hard to match. 💡Speed and Innovation: Without the constraints of third-party processes, direct-to-consumer brands are nimble. They adapt quickly, innovate, and bring products to market at a pace that leaves traditional retailers playing catch-up. 💡Sustainability and Ethics: Today's consumers are more conscious of their purchases. Buying direct often means more transparency around sustainability and ethical practices, aspects increasingly influencing purchasing decisions. Less road or air miles direct from factory to home. But what does this mean for the future of fashion retail? It's a wake-up call. A signal that the fashion industry is evolving and that adaptability is key. For brands, it's an opportunity to reassess and realign with the modern consumer's values and expectations. For consumers, it's a richer, more meaningful way to engage with the brands they love. Be a part of their story. Anybody agree/disagree?