Marketing Strategy and SWOT Analysis of Shein

Shopping has never been easier and more accessible. Going in-store and getting to physically experience clothing items are the traditional and preferred ways for many people. However, shopping online is way more manageable these days. You don’t waste time walking through different isles. Instead, you click on the available categories. One of those well-known online stores is Shein. The goods that this website offers are considerably affordable than other brands. Plus, the website updates its products on a daily basis. People are pretty fond of it. So, what is it that this company does so well to remain successful? We’re about to find out in this blog.

To begin with, we are going to take a look at the mission and vision statements of Shein.

The mission statement of Shein is as follows.

“Everyone can enjoy the beauty of fashion.”

This company is one to prove that if you want to be fashionable, you don’t have to save up for luxury goods. There is this thought that people have to spend a great deal of money on various high-quality items to own a nice style. However, everyone regardless of their financial status should have access to dressing up nicely.

Even owning a few staple pieces and putting together an outfit with accessorizing makes the biggest difference.

This company is incredibly proud to suggest pieces with reasonable prices for all women. Following emerging trends can get challenging at times, especially since it happens pretty regularly. However, Shein stays up-to-date with fresh trends, making sure its customers are left relieved.

The website is available in many countries around the world. So, thinking about how you are going to shop is not going to be an issue.

It is not just t-shirts and jeans either. The clothing that Shein provides is very diverse. From boho dresses and graphic tees to patterned blouses and fashionable swimwear, Shein has got you covered. A thirty-minute searching time is enough to be required from you. You will surely end up with a cart full of awesome goodies.

Being modern, elegant, and stylish all at the same time can be possible.

With its economic prices, Shein targets people from all financial classes around the globe.

Shein does not have an official vision statement but what can be inferred under its mission is the following.

“We aim to promptly offer stylish quality products at appealing prices to every user in the world”.

So the company is not necessarily targeting one specific area. But it is looking to reach millions of people from various sides of the world.

Also, with its pricing, different regions are still taken into consideration. The pricing is very appropriate with the markets of most countries it is available in.

This company is once again proving that clothing items do not have to be crazy expensive in order to look appealing and feel comfortable.

Go scroll the website to see it for yourselves!

Let’s have a look at positioning strategy of Shein.

This is a very simple and straightforward post. We see that the picture is a normal mirror selfie rather than a professional shoot. Most of us take selfies when we want to take a picture. Thus, in that aspect, this post is relatable.

The woman is dressed in a white dainty top and cardigan, and a yellow skirt. Also, she is a jewelry shop owner, which is called ‘Mentamoon’. If we pay close attention, we can see her necklaces. Which, most probably, are from her shop. Thus, this is a collaboration and a smart way to promote a product.

The caption just says “Strike a pose”. Underneath we can see the codes of the clothing pieces. It makes it easier for people to find an item they like. Rather than just getting lost in searches, they can simply type those numbers in the search bar.

So, overall, this is a relatable post. All of us can find some pieces of ourselves there.

What do we gather from it though?

Well, clothes are a part of our everyday lives. The style and the trends are other questions. But this is a category that is utilized by everybody.

Then, the affordability of Shein. For instance, who would have thought that a set of joggers and a tank top could cost 16 dollars total? That is an impressive number.

Then, the idea of creating simple and relevant Instagram posts is another massive hint. This company wants to make sure that people see themselves in its branding.

The points that were just brought up leave us with only one conclusion. The archetype that Shein belongs to is Everyman.

What do we know about it?

Desire: connection with others

Aim: to belong, fit in

Strategy: develop ordinary solid virtues, the common touch, blend in​

These are the messaging levels of the archetype.

Level One: loneliness, alienation

Level Two: the orphan, feeling abandoned and alone, seeking affiliation

Level Three: the joiner, learning to connect, fit in, accept help and friendship

Level Four: the humanitarian, believing in the natural dignity of every person regardless of his or her abilities or circumstances​

The Everyman archetype provides a good identity for brands:

• whose use helps people belong or feel that they belong​
• whose function is something used commonly in everyday life​
• with pricing that is moderate to low (or that is an upscale version of a product that would ordinarily be inexpensive)​
• produced or sold by a company with a down-home organizational culture, and​
• that want to differentiate themselves in a positive way from a higher-priced or more elitist brand​

Brand Archetypes. Why do we need them in practice?

Our communication strategy may have multiple messaging approaches. But there is some logic that unifies all these and it is called communication based on the archetypal branding. A company may have many messages, but they do not have something in common. For example “Do everything easily”, “Go ahead and be powerful” or Dig deeper and be experienced”.

These 3 quotes have different goals and bring different subconscious effects. One is about Being a Hero, another is about gaining more experience. These are 2 different directions of messaging and the logics of Brand archetypes bring more uniqueness and clearness here. Just read the book “8 steps to a complete archetypal branding” and you will have more experience in communication based on archetypes.

Next up, we are going to be covering the SWOT analysis of Shein.

Strengths

Worldwide Shipping: As of now, Shein ships to more than 220 countries and regions across the world. Having a broad channel when it comes to availability is one of the most important aspects of online companies.

Providing extensive selections: As already mentioned, Shein’s website consists of numerous categories. Among those are tops, pants, dresses, sets, and so on. Thus, a consumer with one thing in mind may end up purchasing a few items because of the wide selection.

Competitive prices: Most people prefer buying relatively affordable goods. It is a smart way of spending money. Especially when it comes to clothing. People tend constantly to freshen up their wardrobe. So, it does not make sense to invest money on purchases that are not going to be used for an extended period.

Positive sales regardless of taxes: Taxes are an additional area where people spend money. However, even with that taken into consideration, Shein’s sales do not suffer. It still has consistent buyers.

Weaknesses

Slow Delivery: Typically, the shipping from Shein takes from two to three weeks. That is a long time considering that sometimes people want to purchase for a special occasion and need the clothing item instantly. Also, in that amount of time, it is easy to forget about the purchase.

Lack of warehouses: In some parts of the country, there are no available warehouses. Which also plays a role in the delivery process. It could be arranged a lot more easily with the extension of warehouses.

Opportunities

Growth of the e-commerce fashion industry: More and more brands are continuously entering e-commerce. As Shein is already online it can implement new methods into its branding to continue succeeding.

Reaching people with greater disposable income: The company could target a bigger variety of customers by adding pieces in a higher price range. That way consumers from higher financial classes will also start shopping from the website.

Threats

Data breach: Data breach is the process of information being stolen from a device without the awareness of the system’s owner. It may cause discomfort because stolen data includes sensitive information such as credit card numbers, customer data, and etc. Unfortunately, this has been a common case for some consumers while using Shein.

Unpredictable consumer preferences: Trends keep changing and so do consumer preferences. One style that was fashionable a month ago may be outdated now. Even though the company does its best in keeping up, this is still a stressful and threatening condition.

Nor let’s cover the segment that Shein has chosen to target.

To do so, let’s watch this short video.

The ad shows different women through their days. There is one thing that they all have in common, and that is a positive mindset. A belief that if they show up and bring their great energy with them, it will unquestionably affect others. 

What overpowers the narrative is the ‘they’. They will see this, they will see that… It makes it obvious that people’s opinion is widely important for the chosen segment.

Then, obviously, as Shein is a clothing brand, and the video is an ad of its, appearance plays a huge function. All the women are dressed in modern and trendy pieces.

The optimistic approach of most of them having a smile on their faces, especially the first woman, acts as the cherry on top. You guessed it! The segment that Shein has chosen to target is Chardonnays.

What do we know about Chardonnays?

Lifestyle and values:

Chardonnays go by a positive mindset. Sometimes they are even too optimistic, ignoring the difficulties of life.

They enjoy having special moments, but not alone. Being around friends, and living adventures is a key element for Chardonnays. They are pretty sociable so it does not matter whether the group they are around is big or small. This segment makes friends with people of varying personalities and backgrounds hence their inclusive personalities.

Their friends introduce Chardonnays to foreign cultures, this is another interesting admiration that this segment has.

This segment spends extra time getting ready in the morning. They carefully choose their outfits and accessories. Have you ever seen people that are effortlessly put together? Well, Chardonnays are those people. Their looks seem simple but do not be fooled, they have spent hours on it.

Chardonnays are highly spiritual. That does not necessarily have to be expressed through religion. Rather, the belief is that there is something greater out there than us human beings.

This segment deeply cares about being different and standing out. They aspire to be the person you want to become when you grow up.

Because they are so outgoing, small towns are not typically where they belong. Instead, Chardonnays are drawn to big cities and urban areas.

​Chardonnays strive to succeed with their careers. However, it is too much work and they may not really make the required sacrifices.

Because Chardonnays are highly charismatic, it is important that they get the chance of being seen in the workplace.

Some of them work purely for the money. The reasoning behind that is that this segment is an impulsive purchaser. Thus, they feel like they need to make more money to make up for it.

Attitude to shopping:

Because Chardonnays put so much effort into their appearance, shopping almost acts as a lifestyle for them.

This segment is trendy but does not typically buy things that scream about the brand they belong to. For instance, you will never see a Chardonnay wearing a t-shirt with a huge logo print. They stay up-to-date but also classy.

If you want to get a Chardonnay interested in an advertisement, so much thought has to be put into it. There has to be some impressive and inspiring storyline. It has to be engaging not to just simply include good-looking people in it.

Eye-catching billboards with a suitable message may grab Chardonnay’s attention.

Interesting facts about Chardonnays:

• Hobbies should be a reflection of their personality. For example, going to the gym to stay in shape is a regular activity for them.​
• They are always out and about going to some new event.
• They desire to be seen not by being flashy, but through their charm and beauty.​
• Shopping is another favorite pastime
• ​They use media every day. The internet is a fundamental channel to look for information.
• A substantial part of the personality is sharing: Sharing moments with the people that mean a lot to them.
• Chardonnay Girls also are above average TV watchers and usually enjoy sitcoms with aspirational characters
• They read a lot of magazines and are interested in a wide variety of topics such as beauty, social trends, love, etc.

So there you have it. The Marketing Strategies and SWOT analysis of Shein. It is a highly successful brand, and in this blog, we analyzed the secrets behind its success. If this got you interested, be sure to check out our main website for more blogs. We in turn will do our part by regularly coming up with new blog articles.

Looking for top-notch client personas crafted exclusively for your business?

Our team at thesocialgrabber.com is here to help!

• Don’t hesitate to reach out to us with any questions you may have.
• Our dedicated team is always eager to assist you with your business requirements and ensure you get the most out of your marketing efforts.
• Ready to get started? Simply leave us your email address and we’ll be in touch as soon as possible to discuss how we can help take your business to the next level.

​