A Case Study on the Business Expansion Strategies of SHEIN in the US

Research Article
Open access

A Case Study on the Business Expansion Strategies of SHEIN in the US

Boxi Li 1*
  • 1 Huizhou NO.1 Middle School    
  • *corresponding author bli886@insite.4cd.edu
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/32/20231581
AEMPS Vol.32
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-085-1
ISBN (Online): 978-1-83558-086-8

Abstract

SHEIN is a recent rapid growing apparel company that mainly aim to attract the young generation customers. This paper aim to analyze the factors that help SHEIN to become such an outstanding company. What is specific contribute to their success. In the past few years, the whole world suffered from the pandemic, this prevents people from purchasing products in the physical clothes shops. During this period, as an e-commerce company, SHEIN gained many customers by using multiple strategies. SHEIN also had encountered some obstacles, which include frequently being sued by designers that SHEIN is plagiarizing their pieces without authorization. Moreover, many environmentalists accused SHEIN of producing too much virgin polyester and left the waste undisposed. The reported of long working hours of workers and standardless outsourcing manufacturers led the consumers and media to concern about the working condition of workers and the quality of clothes. To solve these problems, this paper suggests that SHEIN could hire young designers to provide original products. Stricter rules on factories need to be set to make sure that the wastes are properly disposed. SHEIN could also limit outsourcing manufacturers. Under such condition, the working hours and the condition of the factories could be regulated easier.

Keywords:

e-commerce, multinational marketing, social media marketing, fast-fashion industry

Li,B. (2023). A Case Study on the Business Expansion Strategies of SHEIN in the US. Advances in Economics, Management and Political Sciences,32,131-136.
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References

[1]. Anwar, S. T.: Alibaba: Entrepreneurial growth and global expansion in B2B/B2C markets. Journal of International Entrepreneurship, 15, 366-389 (2017).

[2]. Simakov, V.: History of formation of e-commerce enterprises as subjects of innovative entrepreneurship. Three Seas Economic Journal, 1(1), 84-90 (2020).

[3]. Duh, R. R., Sunder, S., & Jamal, K.: Control and assurance in e-commerce: Privacy, integrity, and security at eBay (2002).

[4]. Wackowski, K., Tien, N. H., Dao, M. T. H., & Minh, D. T.: Business strategy of Vietnamese real estate developers: The use of CPM matrix for analysis. International journal of multidisciplinary research and growth evaluation, 3(1), 205-209 (2022).

[5]. Oetzel, J., & Miklian, J.: Multinational enterprises, risk management, and the business and economics of peace. Multinational Business Review, 25(4), 270-286 (2017).

[6]. GURL, E.: SWOT analysis: a theoretical review (2017).

[7]. Babenko, V., Kulczyk, Z., Perevosova, I., Syniavska, O., & Davydova, O.: Factors of the development of international e-commerce under the conditions of globalization. In SHS Web of Conferences (Vol. 65, p. 04016). EDP Sciences (2019).

[8]. Ebrahim, R. S.: The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308 (2020).

[9]. Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D.: Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California management review, 63(1), 5-25 (2020).

[10]. Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A.: The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189-200 (2020).

Cite this article

Li,B. (2023). A Case Study on the Business Expansion Strategies of SHEIN in the US. Advances in Economics, Management and Political Sciences,32,131-136.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-085-1(Print) / 978-1-83558-086-8(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.32
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Anwar, S. T.: Alibaba: Entrepreneurial growth and global expansion in B2B/B2C markets. Journal of International Entrepreneurship, 15, 366-389 (2017).

[2]. Simakov, V.: History of formation of e-commerce enterprises as subjects of innovative entrepreneurship. Three Seas Economic Journal, 1(1), 84-90 (2020).

[3]. Duh, R. R., Sunder, S., & Jamal, K.: Control and assurance in e-commerce: Privacy, integrity, and security at eBay (2002).

[4]. Wackowski, K., Tien, N. H., Dao, M. T. H., & Minh, D. T.: Business strategy of Vietnamese real estate developers: The use of CPM matrix for analysis. International journal of multidisciplinary research and growth evaluation, 3(1), 205-209 (2022).

[5]. Oetzel, J., & Miklian, J.: Multinational enterprises, risk management, and the business and economics of peace. Multinational Business Review, 25(4), 270-286 (2017).

[6]. GURL, E.: SWOT analysis: a theoretical review (2017).

[7]. Babenko, V., Kulczyk, Z., Perevosova, I., Syniavska, O., & Davydova, O.: Factors of the development of international e-commerce under the conditions of globalization. In SHS Web of Conferences (Vol. 65, p. 04016). EDP Sciences (2019).

[8]. Ebrahim, R. S.: The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308 (2020).

[9]. Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D.: Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California management review, 63(1), 5-25 (2020).

[10]. Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A.: The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189-200 (2020).

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