They really push the whole fast fashion model to almost its extreme so sheen is currently the largest fast-fashion retailer and the most visited fashion
They really push the whole fast fashion model to almost its extreme so sheen is currently the largest fast-fashion retailer and the most visited fashion and apparel site in the world it's done something that Chinese companies have typically failed to do make a globally recognizable brand in just a few years the Chinese brand has become a one-stop-shop for impossibly cheap and decent quality women's apparel every day over 5000 new items appear on their site
An army of influencers, as well as high-profile celebrities such as Katy perry and Lil nass x, have joined the xi'an ecosystem last year it sold nearly 10 billion worth of apparel which is nearly half of the leader in the decks Zara's parent company but here lies the irony even as xi'an has taken off among gen Xers in the fashion industry the brand is practically a black box for media and investors xin is generally said to be worth over 15 billion but after its latest funding round a Chinese tech blog reported the company to be worth around 46 billion which is roughly the valuation of eBay however the article was promptly wiped from all Chinese media sites
The company to the Hess a representative of the company also reached out to us to tell us the number is wrong but declined to provide an alternative number Sheehan refuses to publicize its investors but we know that industry veterans like jafco Asia and idg capital along with private equity titans sequoia and tiger global are all confirmed backers yet
None have come forward about the company but what really is she in and who's behind it xian's founder Sri Yantian is an expert in search engine optimization and exports after a brief stint running his own it business he decided to try his luck at his own export venture picking a domain name that he found decent success with on a search page sheinside.Com in 2012 shu began selling all types of women's apparel but back then sheinside.Com was still just an online platform there was no factory and no inventory the team uploaded pictures of
shein_in - Instagram
Prime day launch | Shein: Fashion - Amazon.in
Whatever designs they could find waited for orders to pile up on their site then bought them wholesale at the same time china's e-commerce market was in full throttle Alibaba had listed on the hong kong stock exchange in 2007 and had just recently launched Taobao mall or timo
Which is close to china's version of amazon's marketplace shu's seo strategy had been working he was receiving a heavy influx of orders and was struggling to fill them and in a successful attempt to stand out on a google search page he realized he was doing something that no chinese company in the early 2000s could have possibly fathomed he was developing a global brand in 2015
Shu shortened the company name to xien he hired designers he placed his own factory orders and built up his own clothing and production line and in the process he came up with something really novel you see in the past fashion designers would mull over how customers would react to a design before pushing it out a hit or miss exercise by contrast companies like xi'an are flipping the script they push anything and everything out then analyze the buying patterns to tailor their subsequent products in china this strategy actually already exists in the e-commerce sector
It's known as the consumer to manufacture model as popularized by retail giant ping doro c2m for short removes the guesswork of doing business and it leads to this virtuous cycle that ultimately makes business more efficient sheehan's geographic location also helps buttress its c2m strategy besides its headquarters in nanjing the company also has an office in guangzhou the southern industrial hub known for its garment manufacturing proximity to the industrial heartland allows xi'an to spot trend and source them faster than most of their overseas competitors
the company's tactic of flooding the market with heaps of new products at rock bottom prices is not without risk for the past few years the chinese company has been accused of cultural insensitivity and allegedly unethical practices in 2020 the retailer landed in hot water for hawking islamic prayer mats labeled as fringe trim or tassel trim greek carpets on its website after being called out by novella noor
An American muslim fashion influencer and inclusivity activist she and swiftly removed the rug from its site and apologized for what it described as quote a serious mistake but days after the rug blunder sheen stoked outrage again for selling a pendant necklace that appeared to be in the shape of a swastika facing an avalanche of criticism for promoting antisemitism
The brand said that it had pulled the product and expressed regret over its failure to be quote more considerate of the symbols hurtful connotations to so many people around the world moreover a string of designers have come forward with evidence suggesting the company has a habit of creating knockoffs of others works.
The company has been accused of utilizing child labour but xian recently affirms on its websites that they never ever use illicit forms of labor and they proactively campaign against unethical practices for the time being there's no evidence to confirm or deny the accusations about its labour choices since the pandemic offline retail giants like zara
Were forced into a retreat while online-only stores like xi'an flourished through a combination of skilful advertising low-cost shipping and data-driven trend spotting she and aims to displace legacy retailers like zara hm and uniqlo but the company today remains a jumble of juxtapositions it's controversial and innovative it's mysterious and ubiquitous so is she in destined for greatness we'll have to wait for more information to find out
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