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BoF LIVE: How to Compete with Shein

Marketing executive and author Ana Anjelic joins BoF’s Lauren Sherman and Cathaleen Chen to unpack how brands can fight back against the speedy and ultra-affordable e-commerce mammoth.
How to Compete with Shein
How to Compete with Shein
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This #BoFLIVE event was based on the “How to Compete with Shein,” article. Click here to read our full analysis.

Shein built its empire on unmatched speed-to-market and unbelievably low prices. With a reported $100 billion valuation, this is just the start of the controversial Chinese e-commerce company’s reign. Shein’s rapid rise from anonymous fast fashion brand to the world’s biggest digital fashion retailer has shaken up the industry and left brands — big and small — wondering how they can contend.

Following her article “How to Compete with Shein,” BoF’s Cathaleen Chen joins Lauren Sherman and marketing executive and author Ana Andjelic to walk through what makes the behemoth so successful, and how brands can play to their strengths in Shein’s wake.

“If you are a small brand, you’re much more nimble than Shein,” said Chen. “It’s about building that closeness with your customer that a giant like Shein is just not capable of doing.”

To participate in #BoFLive, BoF’s digital events series offering insight, advice and inspiration, visit our calendar where you can find details of upcoming digital events.

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