Group Number: 20

PART – I

Business Model Canvas

Key Partners Key Activities
● Customers ● Offering Customers Needs
● Third-Party Supplier ● Client Relationship
● Manufacturers Management.
● R&D Partners ● Marketing
● Ecommerce Operators ● Advertisement & Promotions
● Inbound / Outbound ● Purchasing Primary
delivery Partners Components / Sourcing Items
● Logistics Companies ● Run the website and Shein
● Social Media Application
● Shipping Partners ● Platform Management for
● Marketing Agencies Online Shopping Promotion
● Micro-Influencers and Advertising
● Freight Forwarder ● Sourcing, transport, processing,
● Technology Partners delivering of goods
● Channel Partners ● Balancing supply & demand to
● Affiliates / Affiliate- enhance network effects
type partners ● Provide personalisation
● Commercial partners ● Research & Development
● Other Business Partners ● Sales & Marketing
● Business planning
Value Propositions
● Convenient, Personalised, and
Community-Focused Fashion
at an Accessible Price Point,
Targeting to People who are
Fashion-Conscious and
Looking for Fashionable
Products at Reasonable Costs.
● Customers can Access what
they want, when they want it,
and all at
● Affordable Prices.
● Reflecting Customers Diversity
and our Commitment to
Inclusivity so that Customers
● Feel Seen, Included and
Valued.
● Reduction in Production Waste
going with the Trend
● Customer-Centric Brand that
listens to Customer Feedback
and Provides Personalized
Recommendations.
● Trendy, Affordable, and High-
Quality Clothing for Women,
Men, and Kids
Customer Relationships Customer Segments
● Actively engages with ● Gen Z
customers through social ● Mostly young professionals
media platforms and students average age (19
● Connect with the Audience - 35)
and foster a sense of ● Fashion-conscious
community among ● Men
followers. ● Kids
● Providing online support and ● Customers who are price-
care for the customers sensitive and seek variety,
● By showcasing real-life speed, and convenience.
experiences and styling
ideas from their customers,
it builds trust and
authenticity around its
brand.
● Self-service: customers can
browse, order, and pay
online without human
intervention
● Customers receive
automated messages,
notifications, and
recommendations based on
their behaviour and
preferences.
 Key Resources Channel
● Network Effects & Active ● Customers acquisition &
Users retention
● Inventory ● Value delivery
● Artificial Intelligence (AI) ● Social Media
● Skilled Employees ● Shein app - online store &
● Infrastructure few physical store
● Brand reputation ● Advertisements
● Suppling underlying value ● E-commerce platform
creating assets ● Email and SMS marketing
● Algorithms as the main channels to
● Different types of Data communicate with
● Intellectual property (IP) customers, provide updates,
and offer discounts and
coupons

Cost Structure Revenue Streams

● Cost of goods sold ● Online Sales of Product
● Cost of hosting and operating their IT technology, including operations ● Physical stores
staff ● Shipping Services
● Various types of depreciation expenses ● Sponsors and Advertisements
● Customer support & customer experience ● Retail third-party seller Services
● Advertisement, Promotions and Marketing expenses
● Technology and Infrastructure cost
● Payment for the Employees
● Import taxes, Shipping Charges, and Manufacturing expenses.
 Digital Marketing Campaign Proposal for SHEIN
JUMPSUITS - Style that speaks
Targeting Gen Z Consumers
Shein’s Model Segmentation:
Shein's target audience consists of price-driven customers who love online shopping worldwide. Gen
Z, primarily women, and parents of children aged 1-15 frequently purchase from the website. Shein
aims to provide unique, desirable fashion through its website, app, and social media, catering to their
demographic's needs and preferences.

Overview

SHEIN targets Gen Z fashion consumers through a digital marketing campaign featuring augmented
reality and social media platforms like Instagram and TikTok. The ad emphasizes customized content
and engaging experiences, aligning with SHEIN's values of affordability, trendiness, and accessibility.
The campaign aims to showcase the jumpsuit collection's unique features while addressing audience
demands using various channels like social media, advertising, and influencer marketing to boost brand
awareness, customer engagement, and jumpsuit sales among Gen Z consumers.

Innovative Engagement Strategies using Leverage

Technology
Campaign Strategy
Fashion marketing campaign highlights product features, benefits, unique selling points, and problem-
solving abilities for customers. They can take many forms, such as:

Interactive Social Media Challenges:

Engaging Gen Z on Instagram and TikTok with fashion challenges. Style contests with SHEIN
jumpsuits and branded hashtag. Collaborate with influencers for live sessions showcasing jumpsuit
looks and offering fashion advice.

Video Marketing:

Utilizing a variety of video material, such as explainer videos, product demos, customer testimonials,
and promotional videos, video marketing is a powerful form of digital marketing.

Augmented Reality (AR) Jumpsuit Try-On Experience:

Creating an AR feature on SHEIN app for virtual jumpsuit try-ons. Let Gen Z customers visualize fits
before buying. Promote through Instagram and TikTok with Gen Z influencers.
AI-Powered Personalized Recommendations:

AI algorithms personalize jumpsuit recommendations and chatbots help Gen Z customers find the
perfect style, addressing sizing and fabric questions.

Virtual Styling Consultation:

Meeting our team of friendly fashion experts through video calls or live chat sessions, we'll get to know
style preferences, body shape, and what makes feel confident and fabulous.

Alignment with SHEIN's Value Propositions, Key Channels and

Customers Relationships

Value Propositions:

Affordability: Competitive pricing will reflect SHEIN's affordable trendy fashion.

Trendiness and Variety: Offering a wide range of jumpsuit styles that are in line with current fashion
trends.

Quality and Comfort: Offering affordable fashion with quality jumpsuits for a great customer
experience.

Fast Fashion: Keeping jumpsuit designs updated frequently to align with SHEIN's fast-paced fashion
cycle.

Key Channels:

SHEIN Online Platform: Ensuring jumpsuits are prominently featured and easily accessible on
SHEIN's website and mobile app as this is the primary channel.

Social Media Presence: Utilizing Instagram, Facebook, and TikTok to showcase jumpsuits and engage
with SHEIN's target audiences by posting visually appealing content, collaborating with micro
influencers.

Email Marketing: Utilizing email marketing to keep customers informed about new jumpsuit arrivals,
promotions, and exclusive offers.

Customer Relationships:

Community Engagement: Promoting a sense of community among SHEIN jumpsuit customers via
social media sharing and dedicated hashtags for brand loyalty.
Personalization: Using data analytics to personalize shopping by recommending jumpsuits based on
preferences.

Responsive Customer Support: Providing efficient customer support through various channels (chat,
email, social media) to ensure satisfaction and positive brand reputation.

Evaluation Plan
Track and measure results:

Identifying KPIs to measure the success of SHIEN campaign.

Engagement Metrics:

Monitoring Shein app engagement metrics (AR jumpsuit try-ons, session duration, user feedback) and
social media engagement (likes, shares, comments, user submissions) for jumpsuit campaign.

Conversion Rate:

Analysing Gen Z users who used AR try-on or received jumpsuit recommendations, measuring sales
impact and order value.

Brand Perception:

Analysing social media and reviews to assess brand sentiment after campaign like:

• product reviews
• sponsored posts
• affiliate marketing
Customer Feedback:

Using surveys, focus groups, and social media to improve jumpsuits for Gen Z.

Budget Allocation:

• Social Media Advertising, Content Creation and Influencer Collaborations: 45%

• Email Marketing: 15%
• SEO and Website Optimization: 15%
• Innovative Campaigns and Technology Partnerships: 25%
Conclusion:

SHEIN is launching a digital marketing campaign targeting Gen Z fashion enthusiasts. They will
promote their jumpsuit range using innovative technologies like AR and AI, as well as social media
platforms like Instagram and TikTok. The campaign aims to enhance customer engagement, increase
sales, and highlight SHEIN's affordability, trendiness, and accessibility. The evaluation plan will
provide valuable insights for future marketing strategies. Partnering with influencers is essential, as
their image and style should align with the company's values. Incentives are often provided in exchange
for visibility in social media posts. The goal is to encourage action through purchases or sharing on
social media. Understanding marketing channels is crucial for a successful campaign. Investing in the
right channels allows for better focus of marketing resources.

References
EpiProdux. (2023, March 22). How to create a fashion marketing campaign | Ultimate guide.
https://epiprodux.com/blog/how-to-create-a-fashion-marketing-campaign-ultimate-guide/

Shein. SHEIN Canada: Women's Clothing, Women Fashion Sale. https://ca.shein.com/

Instagram. Shein [Instagram Profile]. https://www.instagram.com/shein_ca/?hl=en

Facebook. Shein Canada [Facebook Page]. https://www.facebook.com/sheincanada/

Wikipedia. Shein. https://en.wikipedia.org/wiki/Shein