It takes time for the shipments to get out and reach

● It takes time for the shipments to get
out and reach their consumers, in
addition to this, the whole process
increases carbon footprint and is
environmentally unfriendly.
● There is excessive use of plastic,
mainly coming from its packaging.
Customers don’t reuse these and
they aren’t recyclable therefore it
becomes really unsustainable.
Opportunities Threats
● Introducing a plastic alternative
like cardboard boxes instead of
plastic helps minimize excessive
use and it becomes recyclable.
● Shein could change their website
to implement a luxury feel without
it actually being luxury products,
which would keep the price the
same but attract more customers.
● Shein could grow in-shop sales
and expand the number of pop-up
shops to decrease the amount of
shipping and carbon footprint as
customers are getting it directly
from the source.
● Trends are constantly changing and
since they are known for being on
top of trends and bringing out new
products constantly, it takes a lot of
effort and also wastes a lot of
clothing to be constantly changing
what they are selling.
The creativity, innovation and technological advantages that Shein holds have allowed the
company to become known and to be what it is today. However, the company still has some
weaknesses that can be improved by taking advantage of the opportunities available. This
would improve the company's image and create even more customer value.

Segmenting
Shein is a clothing company that is stable in a variety of different markets. They majorly
focus on female clothing, however, they also target a wide variety of markets. They don’t
limit themselves to the manufacturing of clothes but they also sell accessories such as bags,
jewelry, and products for house decoration. In addition, they also focus on providing their
product to the male and children market. The fast-fashion Chinese brand is mainly located
in the e-commerce clothing market, as they sell their products online. They sell to a
mass-market audience since they ship their products to more than 220 countries, targeting a
specific age of people between 16 and 30 years old.
Targeting
Shein targets price-driven people who enjoy online shopping. Most of their sales go to
women Gen Z consumers, since “55% of Gen Z cite price as the most important factor
when shopping for fashion” (n.d, 2021). In addition, people from Gen Z spend a lot of time
on social media which is the target marketing of Shein.
Positioning
Shein products are in the mind of consumers, due to the fact that they are a real-time
fashion brand. They manufacture their products according to the latest fashion trends. Their
clothing designs are often inspired by luxury brands, and they are sold at accessible and
affordable prices. In addition, Shein’s products are easy and accessible to purchase since
any consumer can buy them through the online store at any time from all around the world.