Strategy spotlight: Five ways Shein is disrupting the fashion industry

Eight models and a llama in front of a Shein banner

In December 2022, Shein knocked Zara off the top spot to become the most-searched-for fashion brand in the world, according to Here are the key things you need to know about this ecommerce powerhouse and how it is making waves in the fashion industry

The biggest brand you may never have heard of, Shein is a Chinese fast-fashion retailer of womenswear, menswear, shoes and accessories with a decidedly young customer base. 

It was founded by Chris Xu, under the name ZZKKO, in 2008 and sold only wedding dresses. When it expanded into womenswear in 2012, it relaunched as Sheinside before it expanded its product offering and rebranded to Shein in 2015.

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