This study takes Shein as a case study to analyze its success in the global fast fashion industry and discusses the role of its marketing strategy. Shein’s success stems from two core strategies: firstly, by leveraging Netflix marketing on social media, Shein has built a strong brand presence, especially among Generation Z consumers, by increasing brand awareness through collaboration with micro Netflix. Second, through data-driven product supply chain management, Shein leverages large-scale data analytics and artificial intelligence technology to quickly capture market trends and optimize product offerings, thereby increasing consumer satisfaction and brand loyalty. Despite Shein’s significant growth in the market, the company is still facing environmental issues, labor disputes, and brand reputation risks. This study concludes that for Shein to achieve long-term sustainable growth in the future, it needs to further strengthen its focus on environmental protection and corporate social responsibility (CSR) beyond profitability to ensure that its competitive advantage is strengthened in the future.
