SHEIN

Abstract

Abstract We chose the company SHEIN as the focus of our analysis. SHEIN is a well-known clothing brand that operates primarily online and is recognized for promoting fast fashion. Its business model relies on rapid production, low prices, and frequent new releases, which have made it popular among young consumers around the world. However, this fast fashion approach has also resulted in a number of serious issues, particularly concerning environmental impact and labor rights. To better understand the company’s situation, we conducted both a SWOT analysis and a PEST analysis. These tools helped us identify SHEIN’s internal strengths and weaknesses, as well as the external opportunities and threats it faces. One major area of concern that emerged from our research was the company’s performance in Corporate Social Responsibility (CSR). We discovered several CSR-related problems, including reports of the use of child labor and a lack of transparency in their labor practices. Additionally, SHEIN often uses cheap and non-environmentally friendly materials, which not only reduce product durability but also cause significant environmental pollution due to high levels of waste and resource use. Based on these findings, we developed several recommendations to help SHEIN improve its practices and reputation. First, the company should transition to using more sustainable and eco-friendly materials in its clothing production. This would not only reduce environmental harm but also improve product quality and durability, encouraging customers to buy less frequently. Second, we suggest that SHEIN apply for credible sustainability certifications to demonstrate its commitment to ethical production. These certifications would enhance consumer trust and brand image. Finally, the company should take serious steps to eliminate unethical labor practices by enforcing stricter supply chain oversight and ensuring fair working conditions for all workers. In conclusion, while SHEIN has achieved great commercial success, its long-term growth and social responsibility require significant improvement. By implementing these changes, the company can move toward a more sustainable and ethical future.