Thread by @Finstor85

Use of AI to predict trends isn't really new. However, many still question on how realistic AI can model the trend. Well, it depends on the algo of course. But something came up in my reading & I was intrigued to dig deeper! It is about #SHEIN

Ask any female if they have heard about an app called Shine, and the answer will be an instantaneous yes. The app has taken fashion world by storm & the infatuation is simply explosive. To be honest, I too know Shein, well of course, for obvious reasons 😄

Shein in some numbers:
* Accounts for 28% of the US fast fashion sales
* Revenue has grown 100% each year since last 8 years
* Outpaced H&M, Zara & many more big brands
*Design to production time is just 3 days!
* Adds 1000s of inexpensive SKUs daily!
* Daily app download 650k

Company is social media marketing machine with super powerful AI enabled tech platform that scrapes through internet to determine rapidly changing fashion trends. Company knows young audience & their tastes extremely well.

For certain keywords, #shein literally kills the search results. To try it out myself, I googled - Women's Clothing. I am in Germany, look at the results.

Almost similar results for - Women fashion key word

Company has truly touched the heart of its customer - they have developed a whole fashion community, host a tons of events, supports many buddying fashion influencers. Something like - Emily In Paris?

Still, the biggest win for Shine is nothing from these. But one key thing - It has made Amazon look expensive. With design to production time of less than 3 days, outrageous shipping time, Shine is beating amazing left, right, and center

There is a literally #addictedtoshein trend that is forever on going on twitter. Have a look -

twitter.com/search?q=addic…

Ranks #1 on iOS app in over 56 countries already. Piper sandler lists them just next to Amazon.

pipersandler.com/1col.aspx?id=6…

Coming to back to the technology, Shien has something called as Real-Time Retail which was not a retail category until Shine shined on the horizon. They analyze trends in real time & within 3 days, stuff is available to be shipped out globally.

Shine scores at one more front - Bhaiyya aur variety dikhao OR kuch aur hai kya? A simple t-shirt has 120+SKUs on their platform. Aur kitna dekhoge?

Zara was the 1st fast fashion brand we know & we alos know how its owner is world's richest person. Shine has outpaced Zara by miles. What is in the offing here?

#Shine A/B tests a few hundred thousand SKUs in real-time. Orders are updated to a few 100 factories in real-time based on insights their AI model gathers based on user interaction on internet, website, and app

The AI algo feeds data from google, twitter, tiktok, YT, Insta, and many more social media platforms. Feeds this to their analytics platform that spews out real-time trends. Which then goes to vertically integrated factory units that produces products. Everything in just 3 days.

The ad campaigns are also automated completely. New products gets added to ad-funnel at a rapid pace

Despite of its Chinese origins, Company doesn't sell a thing in China. But sells it to 220+ countries. Shine doesn't have a team of designers. All they have is sewing machine & an AI that spews trends & designs.

Shine's success also has a common thread with our own company #Dmart. Shine is one of the rarest of Chinese companies that paid people on time. All suppliers, vendors, everyone got paid in real-time.

Everything is about KPIs & monitoring everything in real-time. Every aspect of supplier/vendor relationship is automated. Requires no human involvement what so ever.

100s of undigitized factories are now plugged in to Shine's digital platform that tracks everything using a SCM software called JanePie.

janepie.com/Clients/Detail…

Shine follows what Amazon did with book - dominate the customer need through a single high inventory turnover category, use that to expand vertically & then horizontally.

Let's accept - the next gen people don't prefer to shop from a website. The native app traffic is on the rise & it is going to go only up from here. Shine has combined its Chinese manufacturing dominance with Tech to become something very big.

Basically, it brings best of the tech, best of retail, best of manufacturing, best of logistic together. The tech is changing how companies do business. Every business is now tech enabled. Like I always say - tech is a horizontal, not a vertical anymore!