Author(s)

Bofan He, Yide Sun, Gang Chen, Wenzhe Linhuang, Yao Chen^*

Affiliation(s)

School of International business, Zhejiang Yuexiu University, Shaoxing, 312000, Zhejiang Province, China.

Corresponding Author

Yao Chen, email: 20152064@zyufl.edu.cn

ABSTRACT

In this paper, we take SHEIN, a successful Chinese cross-border e-commerce fast fashion DTC brand, as an example. Through the analysis of SHEIN's brand marketing strategy in four areas: product design, channel strategy, pricing strategy, and promotion methods, we can summarize the advanced experience and a discussion of the problems, so as to propose feasible solutions. 

KEYWORDS

SHEIN; Fast fashion DTC; International marketing.

CITE THIS PAPER

Bofan He, Yide Sun, Gang Chen, Wenzhe Linhuang, Yao Chen. How a independ brand grows into a dtc brand-a case study of chinese brand shein oversears marketinng. Trends in Social Sciences and Humanities Research. 2023, 1(1): 46-52.

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