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Research on the Business Strategy and Deficiency of the Fast Fashion Industry to Enhance Development - a Case Study of Shein

In: Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

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  • Jiaye Liu

    (King’s College London, King’s Business School)

Abstract

Apparel is one of the largest categories of retail business in which the fast fashion industry originated in the 1990s and has played a significant role over the past decade. However, it still faces a variety of unique challenges. This research aims to suggest appropriate improvements in certain aspects of the fast fashion business using the case of Shein, which is an e-commerce company with one of the fastest growth rates in the world. By analysing the business strategies of the company using the SWOT analysis and the Marketing Mix, this study identifies three potential deficiencies in the field which hinder its further development, including the lack of sensitivity in design, insufficient corporate social responsibility, and damage to the environment in the manufacturing process.

Suggested Citation

  • Jiaye Liu, 2022. "Research on the Business Strategy and Deficiency of the Fast Fashion Industry to Enhance Development - a Case Study of Shein," Advances in Economics, Business and Management Research, in: Yushi Jiang & Yuriy Shvets & Hrushikesh Mallick (ed.), Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), pages 1794-1801, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-036-7_268
    DOI: 10.2991/978-94-6463-036-7_268
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