Análisis del caso Shein: Estrategias de posicionamiento corporativo y su influencia en el mercado de la moda rápida en Guayaquil

Abstract

In This research was conducted with the aim of analyzing the corporate positioning strategies of the Shein case and its influence on the fast fashion market in Guayaquil based on specific objectives. Among the strategies that Shein developed as a digital store is the implementation of modern advertising campaigns and production processes that allow providing a better product and fashion garment to consumers. Among the objectives analyzed in the study are 1) identify the main marketing and pricing strategies used by Shein; 2) examine Shein's production, technological innovation and logistics practices; 3) evaluate Shein's influence on the fast fashion market in Guayaquil. To obtain results, a mixed methodology was developed based on the implementation of surveys to 384 people from the youth sector. For the interviews, questions were asked to marketing experts where the opinions of each one could be known in depth. The results obtained through the research allowed us to know that the youth population is influenced by the brand due to its different ways of handling marketing, fast trends and low prices. It was concluded that Shein's positioning has grown in recent times because the brand handles different processes for launching its collections through advertising campaigns that manage to quickly reach young people to achieve success in sales level.