The impact of user-generated content in the  fashion industry: A case study of SHEIN and  PrettyLittleThing

Carr, Chloe

doi:10.26650/connectist2022-226302

Cited by 3 publications

(3 citation statements)

References 34 publications

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“…Some experts state that the user-generated content has positive influence on the consumer decision-making on SHEIN. [2] Some articles says that the fashion show and in-person events are keys for SHEIN to "grow awareness in the U.S." [3] Digital marketing is a dynamic and rapidly evolving field and has emerged as a cornerstone of modern business strategies. Central to this transformation is the emergence of Generation Z, a group of people who is not merely passive consumers of digital content, but active shapers of the digital universe.…”

Section: Reviewmentioning

confidence: 99%

Exploring the Digital Marketing Ecosystem: A Case Study of SHEIN's Innovative Strategies

Zhang

2024

AEMPS

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In recent years, the landscape of retail has been redefined by the quick development of e-commerce, with digital marketing acting as the key of success. SHEIN, recognized for its rapid growth in the online fashion industry, stands as a model of innovative digital marketing strategies. In this paper, I explore SHEINs strategies by utilizing the 4P marketing framework Product, Price, Place, and Promotion. This study uses qualitative content analysis of SHEIN's digital marketing materials, such as social media advertisements, and influencer collaborations. Based on these information on various platforms, I examine how SHEIN strategically utilize these elements to engage its target market and attract more consumers. First, I examine four aspects through 4P model one by one and analyze how they affect consumer behavior and brand awareness. Furthermore, I compare each strategy with the features of Generation Z to identify how SHEIN attract new consumers. Finally, I found that SHEIN focuses more on promotion than other three aspects, which takes preferences and behaviors of Generation Z into consider. These strategies reinforce SHEINs position in the competitive e-commerce market.

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Section: Reviewmentioning

confidence: 99%

Exploring the Digital Marketing Ecosystem: A Case Study of SHEIN's Innovative Strategies

Zhang

2024

AEMPS

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“…As modern society progresses alongside the rapidly advancing digital world, many in-person experiences are transitioning into the online sphere. For instance, the constant availability of clothing items with the aid of stores such as Shein has created a significant issue of overconsumption and product waste [5]. Consumers can easily obtain trendy clothing for low prices, resulting in the buildup of unfitting and low-quality products in people's closets, and worse, landfills.…”

Section: Introductionmentioning

confidence: 99%

An Intelligent Mobile Application to Recommend Clothing using Machine Learning and Generative AI

Zou,

Wang

2024

Networks, Blockchain and Internet of Things

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This paper addresses the critical issue of sustainability within the fast-paced fashion industry, characterized by overconsumption and waste. We propose an innovative solution, the Slow Low Fashion app, which leverages advanced artificial intelligence (AI) technology to analyze users' body measurements, providing personalized, gender-inclusive clothing recommendations [4]. This approach aims to minimize overconsumption and reduce the environmental footprint by encouraging more thoughtful purchasing decisions. The core technologies of our program include AI for body ratio analysis, a secure and privacy-compliant data handling framework, and an intuitive user interface designed to enhance user experience. Despite challenges such as ensuring the accuracy of body measurements and maintaining data privacy, we addressed these through rigorous testing and implementing encryption protocols. Experimentation across diverse user scenarios demonstrated the app's effectiveness in reducing unnecessary purchases and promoting sustainability. The significant reduction in clothing waste and increased user satisfaction highlight the potential of Slow Low Fashion as a tool for promoting sustainable fashion consumption. Our project underscores the necessity and feasibility of integrating technology and personalization in addressing the environmental challenges posed by the fashion industry.

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“…with sales of £718 million in 2021, to rank among the top 10 fashion brands in the UK [1]. Until 2022, SHEIN has become one of the most popular brands for Gen Z consumers in the UK [2].…”

Section: Introductionmentioning

confidence: 99%

The Rise of SHEIN: Navigating the Digital Era of Fast Fashion and Its Comprehensive Impacts

2024

AEMPS

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This comprehensive study investigates SHEIN's ascent as a digital fast fashion powerhouse, emphasizing its multifaceted impact across economic, social, and environmental domains. The research traces SHEIN's evolution from a modest e-commerce startup to its current status as a global fashion leader, underscoring its revolutionary digital retail strategies. These strategies have significantly shaped consumer behavior and fashion trends, marking a shift in the broader landscape of retail consumerism.Central to this analysis is SHEIN's business model, which is dissected to understand its market positioning and competitive tactics within the fast fashion industry. The thesis closely examines SHEIN's pricing strategies, supply chain management, marketing techniques, and technological innovations. These elements collectively contribute to its success but also raise questions about sustainability and ethical practices.A critical aspect of this research is the exploration of SHEIN's environmental footprint. The study assesses the ecological implications of its rapid production and distribution models, highlighting the sustainability challenges that confront the fast fashion sector. It discusses the company's initiatives (or lack thereof) in addressing environmental concerns, including waste management and carbon footprint reduction.Furthermore, the thesis explores the social implications of SHEIN's operations. It scrutinizes the company's labor practices, customer engagement, and its role in shaping global fashion consumption patterns. The study evaluates how SHEIN balances profitability with social responsibility, particularly in light of growing consumer awareness about ethical consumption.

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The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing

Cited by 3 publications

References 34 publications

Exploring the Digital Marketing Ecosystem: A Case Study of SHEIN's Innovative Strategies

Exploring the Digital Marketing Ecosystem: A Case Study of SHEIN's Innovative Strategies

An Intelligent Mobile Application to Recommend Clothing using Machine Learning and Generative AI

The Rise of SHEIN: Navigating the Digital Era of Fast Fashion and Its Comprehensive Impacts

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