November 26, 2022
Chicago 12, Melborne City, USA

Fast, Cheap, and Out of Control: Inside Shein’s Sudden Rise


I came to see a hull of Kelly film. She danced and went to the living room — a warm-up — then took me to the carpeted second floor landing where she was shooting her. There was a Christmas tree, a cat tower, and in the middle of the landing, an iPad was mounted on a tripod and haloed with a ring light. There are heaps of rumored shirts, skirts and dresses on the ground.

Kelly’s mother, Nicole Lacey, picked up her clothes and went to the bathroom. “Hello, Alexa, play Christmas music,” Kelly said. She joins her mother in the bathroom, then, over the next half hour, emerges in one new outfit after another – a heart-patterned cardigan, a star-print skirt – and silently becomes a model in front of the iPad camera, kissing her face, kicking one leg. On top, put a hem here or a tie there. At one point, the family’s sphinx, Nguyen, falls into the frame and they hug; Later, another cat, Agatha, makes an appearance.

Over the years, the public face of Shin has taken the form of people like Kelly, who have formed a federation of influential photographers for the company. According to Nick Baklanov, a marketing and research expert at HypeAuditor, Shin is unusual in the industry for sending free clothing to a large number of influential people. They share discount codes with their followers and earn a commission on sales. This strategy, HypeAuditor says, has made it one of the most talked about brands of its kind on Instagram, YouTube, and TikTok.

In addition to free clothes, Romwe also offers Kelly a flat rate for her posts. He would not name his remuneration, although he said he does a few hours more video work than some of his friends who do normal post-school work a week. In return, the brand gets marketing at a relatively low cost, where its target audience, thirteen to nineteen and twenty-something, prefers to hang out. While Shin has collaborated with big celebrities and influential people (Katy Perry, Lil Nass X, Addison Ray), her sweet spot seems to be the medium size followers.

In the 1990s, before Kelly was born, Zara popularized a model that borrowed design ideas from what was attracting attention on the runway. Making apparel near its headquarters in Spain and streamlining the supply chain, it has offered these already proven styles in a matter of weeks that felt surprisingly low. Connie Chan, an investor in Andreasen Horowitz who invested in a Shane competition called Cider, told me that the shin quickly represents a new phase of fashion: now, what appears on the runway and in fashion magazines is less important, and why people look at each other . “It simply came to our notice then Enjoy I don’t think it’s a great piece, “he said.

After Kelly finished filming, Lacey asked me what I thought was the price of 21 of all the pieces, and a decorative snow globe-romway website. Deliberately clicking on cheaper items made them look better than what I bought, so I guessed at least $ 500. Lacey, who is about my age, smiled. “It was $ 170,” he said, widening his eyes as if he couldn’t believe it.

In the mid-2000s, Quick fashion was the dominant example in retail. China joined the WTO and quickly became a major garment manufacturing hub, with Western companies shifting most of their production there. At the same time, in 2008, the name of Shen’s CEO appeared in the first Chinese business filings as Xu Yantian. He was listed as a co-owner of a newly registered company, Nanjing Dianwei Information Technology, along with two others, Wang Xiaohu and Li Peng. The filing shows that Xu and Wang each own 45 percent of the business and Lee owns the remaining 10 percent.

Wang and Li shared their memories from that time. Wang said he met Xu as a work colleague and in 2008, they decided to start a marketing and cross-border ecommerce business together. Wang took some aspects of business development and finances, he said, while Xu was in charge of a range of more technical issues, including SEO marketing.


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