SHEIN's brand power is upgraded again, and the joint venture with MONSE accelerates the globalization of fashion layout
2024-08-22
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As the global market continues to open up and integrate, major companies are setting sail for global expansion. Brand power, as the core competitiveness of enterprises, is driving the globalization and sustainable development of enterprises with unprecedented importance. SHEIN, which started as an independent clothing brand and quickly grew into a rising star in the global fashion industry, has demonstrated with its strength the unlimited potential of brand power in the global market.
Recently, SHEIN announced a strategic partnership with the international luxury fashion brand MONSE, marking the deep integration of the two parties in the fashion field. With its unique "self-owned brand + platform" dual-engine model, SHEIN has successfully become one of the world's four major fashion brands, alongside international giants such as ZARA, H&M, and UNIQLO. This joint cooperation with MONSE is undoubtedly a combination of SHEIN's fashion aesthetics and MONSE's iconic innovative design concept, bringing consumers high-quality fashion products that combine the luxurious texture of fashion shows with affordable prices.
MONSE was founded in 2015 by renowned designers Laura Kim and Fernando Garcia, who are also co-creative directors of global luxury brand Oscar de la Renta. MONSE is known for its innovative approach to fashion, combining the sophistication of menswear tailoring with bold creativity, from asymmetrical hems to novel cuts, deconstructed silhouettes and whimsical patterns, and 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 Academy Awards, the Met Gala, known as the "Oscars of the Fashion World", talk shows, parties, premieres, etc.
In this collaboration, Kim and Garcia not only personally directed the design of the SHEIN X MONSE joint series, but also worked with five independent fashion designers from the SHEIN X Designer Incubation Program to jointly design and release the SHEIN X MONSE joint series 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, meeting the dual pursuit of fashion and quality among global consumers.
Based on the increasing brand influence and consumer influence in the global fashion industry, the SHEIN brand has become an important friend of the world's top IPs, celebrities, and opinion leaders. Checking 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. It is reported 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.
Market data further confirms SHEIN's strong performance in the global market. According to the 2024 LEK Footwear and Apparel Brand Heat Index released by LEK Consulting, SHEIN has topped the list of American casual women's clothing brands for three consecutive years, becoming the most popular casual women's clothing brand in the United States. At the same time, Piper Sandler's 2023 autumn survey results also showed that SHEIN occupies an important position in the hearts of young people in the United States, ranking second in the most popular shopping website and fourth in the most popular clothing brand, and became the leader of the two lists alongside Nike.
It is worth noting that SHEIN's brand influence has far exceeded the scope of the clothing industry. According to data from market analysis agency data.ai, SHEIN once again topped the global shopping app download list in 2023, retaining the championship for the second consecutive year. In addition, in the "Top 10 Fastest Growing Brands in the United States" report released by Morning Consult, SHEIN is on par with ChatGPT, Coca-Cola and other brands, becoming the only fashion brand selected in the world.
SHEIN's global brand influence is not only reflected online, but also in offline activities, which have attracted a large number of loyal fans. From the UK to France, from Germany to Spain, SHEIN's brand pop-up stores have opened in many countries around the world, each time attracting consumers' enthusiastic pursuit and waiting in line. These offline activities not only deepen consumers' understanding and love of the SHEIN brand, but also lay a solid foundation for the implementation of its globalization strategy.
In the rapidly changing global market, SHEIN has always maintained its persistent pursuit of innovation. The cooperation with MONSE is an important exploration of SHEIN in the fashion field and a manifestation of its continuous innovative spirit. In the future, SHEIN will continue to use brand power as the core driving force, and work with more internationally renowned brands and top IPs to jointly promote the innovation and development of the global fashion industry.
