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S E P T E M B E R 2 0 2 1 ? I N D U S T R Y R E P O R T How Shein uses a C2M model to hook the Gen-Z market Demand-Driven Strategy | Pricing and Promotion Strategy | Launch Frequency and Ageing Analysis | Marketing Strategy and Overcoming Controversy | Key Takeaways for Business Owners and Retailers Written by Nur Atiqah Kamarudin, Senior Business Intelligence AnalystS E P T E M B E R 2 0 2 1 ? I N D U S T R Y R E P O R T Introduction Chinese e-commerce retailer, Shein has catapulted in recent years to take over the fast-fashion landscape in a never-before-seen trajectory that's left competitors in its wake. Despite the secrecy and controversy surrounding the brand, its global emergence has resulted in $10 billion worth of apparel sold in 2020. That equates to approximately half of Zara’s parent company, Inditex’s yearly turnover. Amid the surge of online shopping during the pandemic, Shein now holds 28% of the fast-fashion market in the US alone, overtaking H&M and Zara. Dominating the Gen Z market everywhere but its home country, Shein has seen a revenue