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Exploring the Digital Marketing Ecosystem: A Case Study of SHEIN's Innovative Strategies
- 1 College of General Studies, Boston University, Boston, 02215, United States
* Author to whom correspondence should be addressed.
Abstract
In recent years, the landscape of retail has been redefined by the quick development of e-commerce, with digital marketing acting as the key of success. SHEIN, recognized for its rapid growth in the online fashion industry, stands as a model of innovative digital marketing strategies. In this paper, I explore SHEIN’s strategies by utilizing the 4P marketing framework – Product, Price, Place, and Promotion. This study uses qualitative content analysis of SHEIN's digital marketing materials, such as social media advertisements, and influencer collaborations. Based on these information on various platforms, I examine how SHEIN strategically utilize these elements to engage its target market and attract more consumers. First, I examine four aspects through 4P model one by one and analyze how they affect consumer behavior and brand awareness. Furthermore, I compare each strategy with the features of Generation Z to identify how SHEIN attract new consumers. Finally, I found that SHEIN focuses more on promotion than other three aspects, which takes preferences and behaviors of Generation Z into consider. These strategies reinforce SHEIN’s position in the competitive e-commerce market.
Keywords
digital marketing, social media markets, Generation Z, e-commerce
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Cite this article
Zhang,S. (2024). Exploring the Digital Marketing Ecosystem: A Case Study of SHEIN's Innovative Strategies. Advances in Economics, Management and Political Sciences,92,259-265.
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