SHEIN

ESIC University · Digital Marketing

SHEIN has transformed how younger generations discover, consume and buy fashion. In this project we analysed its digital marketing strategy to understand how it became one of the world’s fastest-growing fashion platforms. We examined its positioning, value proposition, competitive resources through VRIO, customer journey and consumer profiles, then designed a summer-collection campaign combining SEO, personalisation, branded content and loyalty actions to improve the user experience and increase conversion through creativity and data.