SWOT Analysis of Shein’s Marketing Strategy

Abstract

Shein, a Chinese online retailer brand, ​​grew tremendously during the COVID-19 pandemic and becomes a phenomenal company. The company experienced rapid acceleration during the pandemic, reaching a peak in 2021. The paper examines the marketing aspects of Shein's success as an emerging online fashion retailer. Using the SWOT analysis method and incorporating evidence from media press and research, this paper studies the strength side of the company such as its affordable price, segmenting the right target market and successful marketing strategy, its weaknesses in terms of its delivery services, market opportunities created by the COVID-19 pandemic, as well as threats within the fast-fashion industry due to the fierce competitions and the company’s poor performance on ESG. The paper offers recommendations for increasing the transparency of the supply chain and workforce, establishing a sustainability plan, developing a premium version of the brand, and a shift in Shein's public image with Shein's desire to go public in 2022.