What is Shein’s marketing strategy? Shein is a Chinese clothing brand and is very popular in the United Arab Emirates for different tastes and ages. During the pandemic, its growth has been remarkable. And one of the brand´s keys to achieving this has been using a successful Shein marketing strategy.
Although Shein did not recognize what other stores like Zara could have, it has come to fill the wardrobe of thousands of girls who like innovation when it comes to dressing. Their motto is focused on that everyone has the right to enjoy the beauty of fashion.
Shein Marketing Strategy
Those who have done a quick scan may think that Shein’s success is due to its low prices. However, this is not the only thing to consider, since to get that rapid positioning, several factors have been key:
Shein’s target market, the consumer
For a clothing brand to be relevant and have many sales, it needs customers. The Shein brand has expanded its number of clients, which can be backed in numbers. Since the brand currently covers more than 220 countries in the world. Also, by 2021 Shein surpassed Amazon in terms of the number of downloads of its application, exceeding 17.5 million downloads.
So, the question would be: why have so many people downloaded this app? Variety. One of the main factors has been the offers in women’s clothing ranging from XS to 5XL and clothing for men, children, pets, and household items. Other items such as makeup and technological devices are also available in countless offers.
The consumer always wants to look good, and if they find affordable prices, they find an excellent opportunity to do so. On top of that, this brand dresses women in fashionable clothes regardless of their size, without going through an expensive fitting room. Then, it´s no longer necessary to dress in old-fashioned clothes for not having a conventional body because Shein adjusts to the consumer’s needs.
Its app is easy to use
This point is also part of the Shein marketing strategy. Its mobile app has had a lot to do with its growth. Those who have already downloaded this application have noticed how easy to use and how visually attractive it is.
For this reason, unlike other online stores, this one allows users to navigate quickly so that they can choose their favorite products and place them on a wish list, and guess what, without having to buy them immediately. In parallel, this application allows you to calculate the total purchase-including shipping, discounts, or promotions.
You can also add or remove any item from the shopping cart as many times as necessary without deleting your user´s data. The Shein brand is one of the few fashion retail stores that offer one crucial option. And that is being able to comment or comment on a specific product.
Online customer service must be equal to or better than in person, and Shein knows that very well. Therefore, they show how the clothes can be on through their images. And the brand is willing to answer all the doubts of its buyers, either through its app or WhatsApp.
What’s behind Shein?
The company has carried out an exchange model to bring this kind of marketing to life. It offers free products in exchange for creating content on the different Shein social networks. YouTube has been one of the most popular communication channels selected by Shein to showcase its products.
Because of that, when you type the word “Shein” in the Google search results bar, thousands of results immediately appear. And they show visual content related to the brand.
Likewise, Instagram is also one of this brand’s most used social media. By placing the hashtag #Shein, millions of posts related to the brand pop up. This is because both influencers and users post Shein-related posts around the world.
Many buyers are attracted through influencer marketing, but some celebrities have collaborated with this Chinese brand. We can mention Steve Aoki, Katy Perry, Nick Jonas, and Lil Nas X. Also, some of these artists have performed at concerts held by the brand. In 2020, to raise money for the COVID-19 Solidarity Response Fund for WHO.
This year they have raised around 300.000 dollars. And that money has been earmarked for children who are at risk, to fight climate change, and for racial justice.
Finally, it is worth noting that the brand does not forget about the consumer and keeps them updated. Significantly which new products they can add to the Wishlist with a discount.
Do you want a strategy like Shein for your brand?
While other well-known stores had to restructure their business plan, Shein took the opportunity to reach its target audience through retail sales. By adjusting to this new consumption habit as a cause of the confinement.
If you have an online store at BluCactus United Arab Emirates, we can help you create an effective marketing strategy that meets the needs of today’s consumers.
Contact us! And we will create your fashion marketing strategy for your brand.
If you want to keep up with the world of digital marketing, you can also subscribe to our weekly newsletter.