The Role of User-Generated Content and Micro-Influencers in Shaping the Global Image of Fast Fashion Brands: A Case Study of SHEIN’s Marketing Strategies in North America and Europe
- 1 Economics, University of Washington, 1410 NE Campus Parkway, Seattle, United States
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Abstract
As one of the fastest-growing cross-border e-commerce brands globally, SHEIN has successfully enhanced its brand awareness across diverse cultural contexts through collaborations with user-generated content (UGC) and micro-influencers on social media platforms. This study explores the role of UGC and micro-influencers in expanding the global presence of the fast fashion brand SHEIN, with a particular focus on its marketing strategies in North America and Europe. Unlike traditional large-scale influencers, micro-influencers operate within smaller communities, offering high levels of interaction and trust, thereby enabling precise and effective marketing. Adopting a qualitative approach, this research analyzes 3,000 pieces of UGC and 200 micro-influencer promotional posts from SHEIN’s campaigns on Instagram and TikTok. It specifically examines the relationship between the engagement rates of branded content (e.g., likes, comments, and shares) and SHEIN’s sales growth in the respective markets. The findings reveal that SHEIN effectively leveraged UGC and micro-influencers to enhance its brand visibility. Particularly, localized marketing strategies in North America and Europe enabled the brand to achieve consistency in its image across diverse cultural backgrounds. This study provides new insights into cross-border e-commerce brand management and offers valuable references for fast fashion brands navigating digital communication strategies.
Keywords
User-generated content, cross-border e-commerce brands, SHEIN, micro-influencers
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Cite this article
Nie,Y. (2025). The Role of User-Generated Content and Micro-Influencers in Shaping the Global Image of Fast Fashion Brands: A Case Study of SHEIN’s Marketing Strategies in North America and Europe. Advances in Economics, Management and Political Sciences,160,171-176.
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