Reliance and Shein Join Forces: A New Era In Indian Fashion

 SHEIN

Shein is the global fast fashion brand founded in Nanjing,China in October 2008 originally named as ZZKKO by Chris Xu. In 2012 company launched its present website and initiated its social media marketing efforts by partnering with fashion bloggers. During Covid-19 Shein’s growth accelerates as online shopping due to lockdown and social distancing measures. Shein stands apart by offering its customers cheaply and rapidly produced, then sold it incredibly at low prices marking it operational around 150+ countries globally. 

Shein’s product range:

Shein added on average 2,000 SKU’s( Stock Keeping Units)everyday unit in 2021.It sells anything from clothing, accessories, shoes, bags, and other fashion items.

What sets apart Shein from other fast fashion biggies??

Shein a global fashion and lifestyle online retailer committed to making fashion accessible to all. It employs cutting edge technologies and processes to stay well-informed of what is in demand by consumers.

Shein & Reliance Retail 

Four years after the ban, Shein is re-entering the Indian market through its partnership with Reliance Retail. During Covid-19 among several Chinese apps, Shein was one of them citing ‘national security’. India approves Shein comeback into Indian fashion market through partnership align – Shein -Reliance Retail focus on fostering domestic economic growth, local production, job creation, and the tenure generation. On the other hand the fast fashion market in India for western wear is dominated by Zara & H&M whose expected turn around time is about a month whereas Shein bringing it down to a week. This deal ideally viewed as strategic decision.

What Reliance & Shein partnership is all about??

The partnership between Shein and Reliance Retail aiming to give a boost : Expertise in online, Supply chain management. Reduction in turn around time to launch brands. The Indian market being highly competitive with players like Myntra, Zudio and Amazon Fashion vying for market share. The partnership between Shein  whose proposition of fast fashion at affordable prices and Reliance  retail acumen comes together for potential success. Also sets the stage for innovation retail strategies in the future. In this partnership the India operation will be run by a company entirely owned by Reliance Retail. All necessary data will be hosted and stored in India and Shein will have no access or rights over them. Shein won’t invest equity it will recieve a license fee as a share of profits generated only within India.