New overseas productivity releases huge brand power, SHEIN joins hands with luxury brand MOSE to launch joint series
2024-08-07
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Recently, SHEIN, the world's leading online fashion and lifestyle retailer, announced its latest collaboration with luxury fashion brand MONSE. The SHEIN and MONSE teams collaborated to combine SHEIN's fashion aesthetics with MONSE's iconic design concepts, providing SHEIN consumers with high-cost-effective design products at the level of fashion shows.
With SHEIN's growing brand influence and consumer influence in the global fashion industry, a look at the SHEIN website shows that world-renowned IPs including Superman, Batman, Tom and Jerry, Harry Potter, etc. have launched co-branded products with SHEIN and sold them around the world through SHEIN. According to industry insiders, in recent years, more than 220 of the world's top IPs have joined hands with SHEIN to become "friends".
Li Guangdou, a famous brand strategy expert and CCTV brand consultant, said: "The cooperation between SHEIN and world-renowned companies and IPs fully demonstrates the recognition of new-generation global brands such as SHEIN overseas. The cooperation is a win-win situation. Top IPs can reach and cultivate more young user groups by leveraging SHEIN's influence in the international fashion field, brand marketing capabilities and extensive sales network."
The rise of independent brands such as SHEIN in the global market is a microcosm of companies continuously creating and releasing new quality productivity and continuously improving their overseas brands and influence.
Co-branded with luxury brand MONSE, the world's top IPs have joined SHEIN brand cooperation "circle of friends"
Public information shows that MONSE was founded in 2015 by designers Laura Kim and Fernando Garcia, who also serve as co-creative directors of Oscar de la Renta, a leading global luxury brand.
MONSE is known for its innovative approach to fashion, which combines the sophistication of menswear tailoring with bold creativity. From asymmetrical hems to novel cuts, deconstructed silhouettes and whimsical patterns, it has become synonymous with luxury ready-to-wear for women. Many celebrities at home and abroad have worn MONSE clothing many times to attend many exclusive fashion events including the Oscars, the Met Gala, known as the "Oscars of the fashion world", talk shows, parties, premieres, etc.
Accordingly, Kim and Garcia also guided five independent fashion designers from the SHEIN X Designer Incubation Program to jointly design and release the SHEIN X MONSE joint series of products, providing SHEIN consumers with high-cost-effective products with fashion show-level design and quality. The SHEIN X MONSE series offers a variety of sizes and styles, including dresses, jackets, shirts, pants and accessories.
"At MONSE, we're passionate about inclusivity in fashion, which is why we've partnered with SHEIN to launch an affordable collection," said Laura Kim, co-creative director of MONSE.
SHEIN, an independent clothing brand established in 2012, provides consumers with diversified and cost-effective products with an innovative flexible on-demand model, which is deeply loved by consumers around the world. Based on its increasing brand influence and consumer influence in the global fashion industry, SHEIN has become an important friend of the world's top IPs, celebrities, and opinion leaders.
Looking at the SHEIN official website, these cooperative brands include world IP leaders such as Disney and Warner, and famous IPs such as Superman, Batman, Tom and Jerry, and have also won honors such as "Warner's Best Online Retail Partner of 2022" awarded by IP brands. A person close to SHEIN revealed that SHEIN has cooperated with more than 220 famous IPs in the world. In 2023 alone, SHEIN has developed more than 10,000 co-branded IP products, and all co-branded products are designed and developed by SHEIN designers.
At the same time, celebrities and opinion leaders including Khloé Kardashian, Katy Perry, Avril Lavigne, Rita Ora, Nick Jonas, Lil Nas X, The Chainsmokers, Anitta and others have become partners of SHEIN, participating in the fashion trends led by the SHEIN brand in various ways.
It is worth mentioning that the joint series between SHEIN and its partners also focus on environmental protection and sustainable concepts. For example, last year, SHEIN and Brazilian pop star Anitta launched an environmentally friendly joint clothing series. All products must meet the standards of evoluSHEIN by Design, that is, the clothing is made of at least 30% of preferred materials and is produced by suppliers that have obtained relevant environmental certifications through third-party audits. In addition, all products in the series use packaging bags made of recycled materials.
In the era of brand expansion, SHEIN drives global influence with "brand power"
As the trend of enterprises going overseas advances, brand power plays an increasingly important role in the process of corporate globalization and going overseas, and even becomes the core competitiveness of enterprises in the process of global market competition and sustainable development.
SHEIN has been recognized by international brands and top IPs, which is a testament to its influence in the global fashion industry. Unlike major e-commerce platforms, SHEIN started as an independent clothing brand and gradually developed into a unique dual-engine model of "independent brand + platform". Its own fashion brand SHEIN has become one of the world's four major fashion brands on par with ZARA, H&M, and UNIQLO, and is also the carrier of the above-mentioned joint ventures with various well-known companies, IPs and partners.
According to the "LEK Footwear and Apparel Brand Heat Index 2024" released by market consulting firm LEK Consulting, SHEIN once again ranked first in the popularity of American casual women's clothing brands, ranking first for three consecutive years. This also means that in the three years since the launch of the index, SHEIN has been the most popular casual women's clothing brand in the United States; according to the results of the fall 2023 survey released by research firm Piper Sandler, SHEIN ranked second in Piper Sandler's most popular shopping website for young people in the United States, and fourth in Piper Sandler's most popular clothing brand for young people in the United States, becoming a company that was selected for both lists together with Nike.
At the same time, SHEIN's brand influence is no longer limited to the clothing industry.
According to data from market analysis agency data.ai, SHEIN topped the global shopping app download list in 2023, which is the second consecutive year that it has been the champion of shopping app downloads after 2022; the 2023 "Top 10 Fastest Growing Brands in the United States" report released by the authoritative American consulting firm Morning Consult shows that SHEIN is on par with ChatGPT, Coca-Cola and other brands, and is the only fashion brand selected in the world.
It is no wonder that SHEIN's brand activities can attract a large number of fans in offline activities. SHEIN has opened brand pop-up stores in many countries including the United Kingdom, France, Germany, Spain, Italy, Ireland, Belgium, Portugal, the Netherlands, Sweden, etc., which have caused consumers to line up in long queues at brand pop-up stores.
Flexible on-demand model innovation + full-process ESG practice, "going overseas new quality productivity" releases huge brand power
The global recognition of SHEIN's brand and products is a reflection of the huge dividends released by new quality productivity. SHEIN uses technological innovation to achieve the digital upgrade of traditional clothing manufacturing, and builds a flexible on-demand supply chain model that can drive supply in real time according to market demand. It not only reduces inventory waste at the source, but also brings diversified and cost-effective product competitiveness. It is a typical representative of "new quality productivity going overseas".
The clothing industry itself is a non-standard industry with rapidly changing consumer demand, various production processes, and endless raw materials. It has many upstream and downstream links, covers a wide range of areas, and has a long time span. The heavy capital, high inventory, and long account period model of "guessing market demand and preparing goods in advance quarterly" has always been a "long-standing" problem that restricts the development of the clothing industry.
Brand power is essentially the manifestation of product power and sustainable development competitiveness. Since its establishment, the SHEIN brand has continuously carried out digital, intelligent and green transformation of traditional clothing production and manufacturing, and created new quality productivity through flexible on-demand supply chain model innovation and full-process ESG practice, thus bringing consumers more stable quality, high cost-effective and more diversified and personalized fashion products, and establishing a stronger product competitive advantage and brand power in the global market.
Under the flexible supply chain model of "small orders and quick response", SHEIN uses actual market demand to predict sales and control production, and ultimately reduce overproduction. Under the premise of real-time analysis of fashion trends, all SKUs start with very small orders. If the sales trend is good, the order will be returned immediately, but if the sales do not meet expectations, production will be suspended. As a result, the SHEIN brand can reduce the unsold inventory rate to single digits, which is less than one-tenth of the average level of unsold inventory of other brands in the industry (30%), and change the traditional mass production model of "production determines sales" to "production determines sales".
The flexible on-demand supply chain led by the SHEIN brand is supported by the industrial Internet, which is a comprehensive promotion of the digitalization and intelligent upgrading of traditional suppliers. This process is not something that can be easily achieved overnight, but is built through more than ten years of continuous optimization and iteration of technology and applications, and continuous supplier empowerment in many aspects such as technological innovation, training support, factory expansion and community services.
The industrial Internet built by SHEIN uses digital technology throughout the design, raw materials, manufacturing, logistics and other links. At the front end, SHEIN can grasp the fashion trends and consumer feedback in real time, make more accurate predictions to formulate the style, positioning and planning of subsequent products and product lines; after entering the production stage, the production and quality management requirements and standards of each order will be synchronized to each supplier in real time; suppliers can directly schedule production and production management online, find problems in time and make adjustments.
In addition to the flexible on-demand supply chain model that releases green new quality productivity at the source, SHEIN also continues to promote a green and sustainable strategy based on the concepts of lean innovation and collective resilience throughout the entire product life cycle and process, from environmentally friendly raw materials and raw material recycling to R&D, production, manufacturing, warehousing and logistics, and product recirculation.
In the area of environmentally friendly raw materials and raw material recycling, SHEIN launched the latest sustainable clothing series "SHEIN X Rescued", which uses excess industry inventory fabrics purchased in cooperation with sustainable fashion company Queen of Raw to reuse and develop SHEIN clothing. It also launched the evoluSHEIN by Design clothing series, all products of which must contain a certain proportion of recycled and other preferred fabrics.
In the R&D and manufacturing links, SHEIN actively promotes the application of digital thermal transfer and digital cold transfer processes. These two processes can reduce the consumption of water resources and other resources while adapting to the "small order and fast response" flexible on-demand supply chain, and achieve green energy conservation and environmental protection in production and manufacturing. Among them, digital thermal transfer has been certified by international organizations as zero water consumption.
In the warehousing and logistics link, the photovoltaic installations on the roofs of its warehouses continue to expand, and the newly introduced new energy trucks are expected to reduce carbon emissions by nearly 30% compared to traditional methods; SHEIN is also continuously promoting the reduction of the use of virgin plastics in operations and increasing the use of recycled plastic packaging bags and express bags.
In addition, this year, the SHEIN Exchange platform for consumers to trade SHEIN second-hand goods has expanded from the United States to Europe; the SHEIN EPR Fund, which is SHEIN's important initiative to solve global textile waste management and develop a circular economy, has officially selected the UnTours Foundation as its second grantee this year to support the promotion of the recycling of textile waste; recently, SHEIN has also established a new revolving fund to deepen its exploration of new-generation sustainable development technologies and solutions and expand its partnership with sustainable development companies.
Through innovative flexible on-demand supply chain models and the digital, intelligent and green transformation of traditional industries, the "new quality productivity for going overseas" is continuously released. The global influence of more and more independent brands like SHEIN continues to rise, and its "circle of friends" of globally renowned brand partners continues to grow, becoming a powerful footnote for Chinese manufacturing entering the era of branded overseas expansion.
