CROSS-BORDER E-COMMERCE REVOLUTION. ANALYZING SHEIN’S RISE AND ITS GLOBAL IMPACT
Journal Title: International scientific journal Science and Innovation - Year 2024, Vol 3, Issue 7
Abstract
SHEIN is actually more of a technology company than an e-commerce fashion company, even though its name refers to the apparel and footwear sector. This is because the company's primary focus is not on great fashion design, but rather on taking advantage of high sales volumes and low product unit prices for a broad consumer base. In order to accomplish this, SHEIN completely depends on contemporary digital methods to obtain direct access to consumer data and information rather than tangible items. Low prices and eye-catching product images also significantly lower costs [6]. E-commerce platforms have become a prominent type of commerce in contemporary society due to the growth of the e-commerce market and the expansion of the Internet. The e-commerce platform, as a representation of the apparel industry, is also confronted with a chance for rapid development. Fast fashion companies who had only ever functioned through offline channels have started to create and launch their own online channels in an effort to take share of the omnichannel sales industry in recent years. SHEIN, a young consumer-focused cross-border e-commerce platform and new Chinese fashion brand, has emerged as a leader in the international garment market, having developed quickly in a short amount of time[3]. Marketing tactics have a significant influence on how the public views a business and how its clients behave. This is especially noticeable in the quick fashion sector. Fashion is best described as a social-psychological phenomena in which recently created objects, concepts, and behaviors are widely embraced, pushed, and eventually abandoned by society as a whole. Fast fashion, on the other hand, is an acceleration of the fashion process as it relates to apparel. It started in Europe in the middle of the 20th century as a way to quickly respond to and copy popular fashion trends. To meet the various needs of a wide range of customers [5]. SHEIN, a digital fast fashion company, exemplifies the convergence of technology, fashion, and global commerce. This introduction examines SHEIN's multifaceted role in creating economic value through innovative digital retail strategies, its social impact, particularly in shaping consumer behavior and fashion trends, and its environmental footprint, an aspect increasingly scrutinized amidst global sustainability concerns. SHEIN's evolution from an e-commerce startup to a prominent fashion company reflects broader shifts in the retail industry, consumerism, and the challenges of balancing profitability with social responsibility and environmental stewardship [7].
Authors and Affiliations
Khattobov U. B.
Keywords
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