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In this episode of the DTC Podcast, we sit down with Peter Pernot-Day, Global Head of Strategy and Corporate Affairs at Shein, to explore the innovative strategies propelling Shein's global dominance in the fast fashion industry.

Key Discussion Points:

AI-Driven Supply Chain: How Shein utilizes artificial intelligence to optimize inventory management and forecast fashion trends, ensuring rapid response to market demands.

Micro-Influencer Collaborations: The role of micro-influencers in Shein's marketing strategy and how these partnerships enhance brand reach and consumer engagement.

Sustainability Initiatives: An examination of Shein's efforts to address environmental concerns and implement fair labor practices within its expansive supply chain.

On-Demand Manufacturing: Insights into Shein's production model that starts with limited quantities to test consumer interest before scaling up, reducing waste and aligning with current fashion trends.

Navigating Global Challenges: Strategies Shein employs to adapt to international trade policies and maintain its competitive edge in diverse markets.

Join us for an in-depth conversation that reveals the intersection of technology, marketing innovation, and sustainability in Shein's approach to revolutionizing the fast fashion landscape.

Timestamps:

00:00 - How Shein Gamifies the App Experience

02:15 - Shein's Approach to AI in E-Commerce

04:45 - How Shein Uses Photo Search and Personalization

07:00 - Shein’s Circularity and Sustainability Initiatives

09:15 - How Shein Prepares for Global Economic Challenges

11:40 - Leadership Lessons from Shein’s Corporate Affairs Leader

14:00 - How Shein Encourages Serendipity at ShopTalk

Hashtags:

#Shein #Ecommerce #AIEcommerce #Sustainability #CircularFashion #ShopTalk2025 #CustomerExperience #FashionInnovation #Leadership #DTCpodcast

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