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

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

Authors
Jiaye Liu1, *
1King’s Business School, King’s College London, London, England
*Corresponding author. Email: jiaye.liu@kcl.ac.uk
Corresponding Author
Jiaye Liu
Available Online 31 December 2022.
DOI
10.2991/978-94-6463-036-7_268How to use a DOI?
Keywords
Fast fashion; Shein; E-commerce; C2M
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.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2022
ISBN
978-94-6463-036-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-036-7_268How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jiaye Liu
PY  - 2022
DA  - 2022/12/31
TI  - Research on the Business Strategy and Deficiency of the Fast Fashion Industry to Enhance Development - a Case Study of Shein
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 1794
EP  - 1801
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_268
DO  - 10.2991/978-94-6463-036-7_268
ID  - Liu2022
ER  -