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Image © Shein

Singapore-based Shein has grown fast through what it terms a “new kind of fashion business model” that provides customers in more than 150 countries with the products they want to buy, on demand. 

The marketplace, founded in 2012, engages with shoppers through discount-driven offers on its website, mobile app and on social media. Visitors to Shein are offered points to join its email marketing list, while Shein loyalty club members receive vouchers for free shipping. 

Digital-first Shein engages with shoppers through eight social media platforms, including Facebook – where it has 31m followers for content including product inspiration and unboxing videos – as well as Instagram, X, YouTube, Pinterest and Snapchat. Social media influencers, bloggers and content creators can sign up for product trials and events through a four-step process on its website. 

In January, the marketplace launched this year’s Shein X Challenge to find the designers of the future, and in April 2024 it ran its first fashion show, in Singapore, where models drawn from its social influencers and shoppers walked the runway.

At the time, Leonard Lin, Shein Singapore general manager and global head of public affairs, said the show “was introduced to not just showcase our designers’ work, but also to reinforce our commitment to empower the communities we serve. We hope our customers not only discover fashion, but feel represented at Shein events.”

This profile originally appeared in the Digital Marketing Evolution 2024 report, which was launched at the DigitalX conference – part of the RetailX Event’s Spring Festival.

Inside the report we discuss how marketers need to deal with the challenges here at the same time as grappling with advances in fields such as deep tech, AI, data science, social trends, platforms and behavioural analysis.

Case Studies includes Ugg, Deckers Brands, John Lewis, Sweatty Betty, Nike, HP, Sainsburys, L’Oreal, Pepsico and Kingfisher.

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