Shein: The (not so?) Shining Growth of Ultra-Fast Fashion

This case is centered on the Chinese online fashion retailer Shein. Created in 2012, Sheinquickly grew to become an internationally known brand without physical premises, selling productsnearly all over the world. The case presents Shein’s international development, examines how thefirm revolutionized fast-fashion models by creating a so-called “ultra-fast fashion” model, andexplores the underlying multifaceted reasons for its enormous success. The case also describes thelimitations of this model, which may eventually hinder Shein’s future growth. Instructors ininternational business, strategy, digital transformation, supply chain or marketing may use this caseto highlight the challenges facing a global company in a competitive industry which developed anew kind of business model, and strategies to maintain the firm’s success under growing criticism