SHEIN’s Strategic Reconfiguration: Fast Fashion in the Age of Sustainability and Agility_Vol. 3 No. 2 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)

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SHEIN’s Strategic Reconfiguration: Fast Fashion in the Age of Sustainability and Agility

DOI: https://doi.org/10.62517/jbm.202609219

Author(s)

Ye Fan1, Xuange Fang2, Dongmei Cao3, Meiyu Fang1,*

Affiliation(s)

1School of International Business & School of Innovation and Entrepreneurship, Zhejiang International Studies University, Hangzhou, China 2School of Law, Zhejiang University of Finance & Economics, Hangzhou, China 3Nottingham Business School, Nottingham Trent University, Nottingham, UK *Corresponding author

Abstract

This case study examines SHEIN’s strategic transformation in the global fast fashion industry. Faced with intensified competition and constantly changing consumer expectations, SHEIN confronted the central challenge of sustaining growth while enhancing brand value and operational agility globally. Beginning in 2014, SHEIN undertook a strategic transformation built on four key pillars: repositioning its brand around sustainability, adapting to global markets, anticipating trends through data analytics, and enhancing supply chain agility. This shift propelled SHEIN beyond its origins as a low-cost provider, evolving it into a trend-conscious and youth-centric brand increasingly committed to environmental sustainability. This move has dramatically expanded its market share. By 2024, SHEIN’s global market valuation reached $38 billion, exceeding competitors such as Zara ($32.7 billion) and H&M ($21.7 billion). The SHEIN case offers valuable lessons in aligning strategy with economic and societal shifts, balancing immediate performance with long-term strategic vision, and harnessing digital technology for supply chain flexibility. It highlights how continuous strategic adaptation, coupled with sustainability-oriented, data-driven decision-making, creates significant competitive leverage in the fast-paced digital economy.

Keywords

SHEIN; Strategic Reconfiguration; Crossborder Ecommerce; Agile Response

References

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