Does Shein redefine fast fashion merchandising strategies? A product-level analysis in the US retail market
The purpose of the study is to explore Shein’s “ultra-fast fashion” merchandising strategies as opposed to Zara and H&M, two of the most representative conventional fast fashion retailers.
The study was based on a statistical analysis of the detailed product assortment and pricing information of 12,000 apparel items at the stock-keeping unit level sold by Shein, Zara and H&M in the US market between January 2022 and December 2023.
Results show that Shein’s merchandising strategies differ statistically from Zara and H&M. Such distinctions can be observed through Shein’s deliberate adoption of a narrower product assortment, substantial investments in trendy clothing over plain-style staple items, a significantly lower product replenishment rate and a more conservative discount rate.
The findings offer unique insights into Shein’s business secret and deepen our understanding of the evolving fast fashion business model.
Top-30
Journals
|
1
|
|
|
Strategic Direction
1 publication, 50%
|
|
|
International Scientific Conference „Business and Management“
1 publication, 50%
|
|
|
1
|
Publishers
|
1
|
|
|
Emerald
1 publication, 50%
|
|
|
Vilnius Gediminas Technical University
1 publication, 50%
|
|
|
1
|
- We do not take into account publications without a DOI.
- Statistics recalculated weekly.