Abstract
<jats:p>This chapter studies the global expansion plans of Shein, a Chinese online clothing company, and explains how it gained an edge over competitors worldwide. Per the authors, the chapter explores Shein's data-driven design system, highly integrated flexible supply chain, and direct-to-consumer model that resonates with Generation Z consumers worldwide. Key points are the company's plans for picking and entering markets, its practice of ordering small amounts to test before ordering big stock-ups, and how it gains an edge by having the lowest prices and using digital ads. The chapter also addresses significant challenges encountered during expansion, including intellectual property disputes, regulatory compliance pressures, labour practice controversies, and environmental sustainability concerns. Through multiple analytical frameworks, including SWOT, PESTEL, and Porter's Five Forces, the chapter provides insights into Shein's mitigation strategies and offers transferable lessons for other firms pursuing global expansion in the digital retail sector.</jats:p>