When talking about the dark horse in the fashion industry, we have to mention the Shein fast fashion brand. It is like a galloping dark horse, quickly breaking into the market and becoming popular. Shein is famous for its quick response to market demand and launching diversified and affordable fashion items. Let’s learn about what fast fashion is? Why is shein fast fashion a dark horse?
What is fast fashion?
Fast fashion is fast fashion. “Fast fashion” originated in Europe in the middle of the last century, which is a quick feedback and imitation of fashion show design. With the increasing closeness of fashion design and terminal sales, from the beginning of the last century to the beginning of this century, “fast fashion” has evolved into a marketing model in which fashion clothing companies respond quickly to fashion designs at exhibitions, and produce goods that keep up with new fashion trends, flow into the market at low prices, and focus on mainstream users.
Why is shein fast fashion a dark horse?
1. Fast + Fashion
shein grasps fashion more accurately and faster than its competitors. It only takes 7 days from proofing to production, which is at least 7 days faster than Zara, leading the market opportunity; for the same production of 3,000 garments, Zara can only test one to six styles, but Shein can test 30 styles, which can more accurately predict consumer preferences; relying on this model, Shein’s trendy styles are diverse, and popular products are common. In 2019, Shein launched 150,000 new styles throughout the year, with an average of more than 10,000 new styles per month, catching up with Zara’s annual new volume in just one to two months. The rate is still accelerating.
2. Cheap
Zara is no longer expensive. A small dress may only cost more than 30 US dollars, but the same dress in Shein only needs a 50% discount, or even less than ten dollars.
3. Better supply system
With the online model, there is no need to mass produce to each store. First produce 100 pieces to see the market reaction. If it is good, increase production. In this way, the inventory pressure will be much smaller, but the premise is that the factory produces 100 pieces of clothing, because this is a very small order. Generally, factories are unwilling to accept orders and it is not cost-effective; but Shein did it. Shein took the initiative to subsidize the factory funds to ensure that the factory produces 100 pieces without loss. At the same time, Shein undertakes the work of sample printing. The most important thing is that Shein never defaults on payment for goods, and even pays in advance (holiday settlement, early completion of working day settlement), which makes suppliers flock to it. Even if Shein’s supply chain center moves away, suppliers will move with the factory. The two sides work closely together to greatly reduce transportation time and cost. Naturally, Shein also has a tendency to choose suppliers, “2 hours drive from Guangzhou is appropriate.”
4. Quality control management
Due to the large order volume and good reputation of Shein, Shein also has a higher say and choice in suppliers, and has high requirements for suppliers, such as “8 days for return orders (almost half a month for traditional factories); the number of threads on a piece of clothing should be less than three, and no more than three 3 cm long; the size error is 2 At the same time, introduce experienced Japanese and Korean talents to strengthen quality control management.
As a dark horse in fast fashion, Shein has won market share with its keen fashion insight and fast production supply chain model. Shein stands out with its low prices, diverse styles and strict quality control management, and has achieved great success in the field of fast fashion.