SHEIN becomes the fourth largest clothing brand in Germany and the most popular fashion brand in dozens of states in the United States

Recently, the “German Apparel Market in 2028” report carefully compiled by the authoritative market research organization GlobalData was released. The report provides a profound analysis of the changes in the global fashion industry, especially focusing on how the Chinese fast fashion brand SHEIN has risen rapidly on the international stage. and take a place. The report shows that with its unique fashion design concept and unparalleled cost-effective advantage, SHEIN not only shines in the Asian market, but also successfully enters the heart of Europe – Germany, becoming the country’s fourth largest clothing brand in one fell swoop. The development momentum indicates that by 2024, SHEIN is very likely to take a further step and leap to a more prominent market position.

The recovery and prosperity of the German apparel market provided fertile ground for this achievement. According to a GlobalData report, the German fashion market has shown strong resilience since the haze of the epidemic dissipated. It has fully recovered to pre-epidemic levels in 2023, and sales of footwear and accessories have achieved significant growth, reaching 11.5% respectively. % and an increase of 16.2%. Looking to the future, the market will continue to maintain strong growth. It is expected that between 2023 and 2028, the sales of the German clothing market will achieve a steady growth of 14.2%, eventually reaching a huge scale of 68.2 billion euros (approximately US$76.04 billion).

In the fierce market competition, SHEIN’s sudden emergence is particularly eye-catching. Keeping pace with the established powerhouses ZARA, C&A and international sports brand NIKE, SHEIN relies on its unique digital flexible on-demand production model to achieve rapid product iteration and personalized customization, which not only satisfies consumers’ desire for fashion trends, but also effectively reduces costs. inventory costs, thus ensuring the extremely high cost performance of the product. This innovative model has steadily increased SHEIN’s share of the German market. Currently, there is only a small gap with NIKE. The market generally predicts that by 2024, SHEIN will most likely surpass NIKE and leap to third place.

At the same time, as an evergreen tree in the fashion industry, ZARA’s market position remains stable. With its advantages in design innovation and rapid response capabilities, ZARA continues to consolidate and expand its market share. However, H&M, on the other hand, is facing the dilemma of declining market share year by year. GlobalData analysis points out that this trend may continue in 2024.

German local brand C&A is looking for opportunities amidst challenges and is striving to reverse the market decline by increasing investment in digitalization and optimizing the layout of its store network. After experiencing a trough for several years, the sports brand Adidas is expected to achieve a strong return in market share in 2024 with the successful launch of innovative product lines.

Looking around the world, the prosperity of the apparel market is equally exciting. According to Statista statistics, global clothing consumer demand will rebound strongly in 2023, with the market size exceeding the US$1.74 trillion mark, a year-on-year growth of 10.3%. Looking to the future, global apparel consumption growth will continue to improve, with the average growth rate expected to remain at a solid level of 2.8% between 2024 and 2027. Among them, the women’s clothing market is the leader, not only accounting for half of the overall market (52.3%), but also leading the trend with a year-on-year growth rate of 10.7%. The men’s clothing and children’s clothing markets also followed closely, achieving growth of 10.2% and 9.4% respectively. , jointly drive the prosperity and development of the global apparel market.

SHEIN’s global success is not only a glorious chapter for Chinese fashion brands on the international stage, but also an important milestone in the transformation and upgrading of China’s apparel industry and its move towards the industrial Internet. Through its innovative model of digital flexible supply chain, it not only improves its market competitiveness, but also brings unprecedented development opportunities to domestic suppliers, promotes the rising position of China’s fashion industry in the global value chain, and highlights China’s The rise of fashion power and its growing global influence.

Specific to the US market, SHEIN’s influence cannot be underestimated. HubScore data analysis shows that SHEIN has become a favorite among people in many states in the United States, especially in Pennsylvania, Texas, North Dakota and other places, and its popularity even surpasses many local brands. The latest data from Statista further confirms SHEIN’s strong strength in the U.S. e-commerce field. It has firmly ranked as the third largest online fashion retailer in the United States, second only to Amazon and Walmart. This achievement undoubtedly contributes to SHEIN’s globalization. Strategy adds a touch of color.