From what started as a small group of passionate fashion loving individuals in 2008, to a multinational team, SHEIN has grown immensely to what it is today. The SHEIN girl is fashion-forward yet classy, effortlessly cool and unafraid to venture into different styles. SHEIN prides itself on offering on-trend styles catering to both young women and teens that won’t break the bank. SHEIN is able to stay on top of the latest fashion trends from around the globe while rapidly bringing these styles to the market. So, whether you’re searching for boho dresses and graphic tees or patterned blouses and chic swimwear, SHEIN is the ultimate one-stop-shop for the modern yet economical fashionista.
SHEIN now ships to over 100 countries worldwide. With websites supporting the United States, Spain, India, France, Russia, Germany, Italy, Australia, and the Middle East, SHEIN ships from one of its many globally positioned warehouses. The brand continues to thrive due to the company’s values in controlling the excellence of in-house production. It aims to provide the highest value and trendy pieces while also being dedicated to quality and service.
Reviewing the website
Let’s start off with the brand’s logo. Colour makes an important statement in logo design, but choosing not to use colour can say just as much. There are several advantages to having a black and white logo design. First, it can hint at sophistication. Second, it gives a factual, ‘black and white’ image. From a practical standpoint, black and white is easy to reproduce, with no worry about matching exact hues. It tends to look clean and uncluttered. Your website is a reflection of you and your work, so picking a template that catches the eye is important. This cuts down the need for editing and saving you time. The website uses a white template, which shows off the photographs and keeps the website looking uncluttered. It seems like there’s one basic layout used for 90 per cent of the websites that are present today. The site begins with a photo, filling the entire viewport. The size of the image used on the website is approximately 600×799. The website layout is fresh, trendy and vibrant. Floating below the photo, is a headline, some teaser copy and action buttons. The web designer has definitely thought outside the predefined box and started looking at layout concepts from entirely new angles. The SHEIN website demonstrates beautiful large images of the products, which directly connect to the consumer attracting its users to make a point of purchase. The goal of the website’s homepage is to compel visitors to dig deeper into your website and move them further down the funnel. Including two to three call-to-action buttons to their sales directs people to different stages of the buying cycle, which is smart. Good promotions should have the ability to generate the interest of buying the product within the buyer. Placement of promotional products is equally important as it catches the eyes of a user.
You can filter your options and select a product according to category, colour, material, style, discount and price range. This makes it easier to pick out a product of your choice so you can save time from browsing through hundreds of products and directly place the product you desire into your cart.
On the top menu bar product categories such as the following are featured
What’s new, Exclusive, Trends, Clothing, Dresses, Plus size, Accessories, Men’s, Kids, Sale and Explore.
Exclusive: ‘Womens clothing – dresses, blouses, tops, jumpsuits and co-ords, plus size, bottoms, loungewear and lingerie, Fall and Winter, ‘mens clothing, kids clothing, and exclusive outlets.
Trends: Crop Tops, Get a Jumpsuit, Earth Tone, Overalls & Tees, Pinstripe, Hoodies in Season, Colour Edit, Wild Trip, Shining Time, Modern Military, Embellished Detail and Coloured Plaid.
Clothing: Tops, Dresses, Bottoms, Beachwear, Lingerie, and Loungewear.
How to order?
You have to register with Shein.in to make a point of purchase. You can either register and make a new account or log in and sign up through Facebook. Once your account is registered, log into your account and make your purchase. In ‘My Orders’, you will be able to get an overview of your order history and their status. If your order is ‘Shipped’, select ‘Track’ to check the current status of your package. You will then be taken to an overview of the recent shipping history of your package. Once you receive your package, confirm delivery and earn Bonus Points. (Shop & Save).
Once you have selected the product you want to purchase, the next step is to choose the size, colour and quantity. You can add the product to your bag or save it on your wishlist. Product description, size and fit, delivery, and return policy is also provided for each and every product.
Add to Bag is a way to create a temporary list of items by adding them to your shopping bag, which will keep track of the items until you leave the website. You can export items in your cart by saving the list to a heart emoticon featured on the top right corner of the screen called My Wishlist. This feature is also available next to the product description box.
Shein also provides a special discount in the form of points. Every product is assigned with some points. So, you can easily earn while you shop. The point to be noted here is that you won’t be getting any points for the purchase if you used your existing points during checkout. You can earn points by reviewing the products you bought from them. You just need to add the picture of the product you bought, which is not compulsory but its better for others to get a better idea of the quality of the product and details about the quality and your experience with the purchase.
Bonus points rewarded into your SHEIN account will be valid for three months.
If SHEIN accepts a return for one or more items you have purchased using SHEIN points, those points will not be credited back to your account.
You will not receive bonus points for the part of your order paid with SHEIN points.
Your bonus points are calculated on the actual amount paid instead of the original price for your order.
SHEIN reserves the right to amend bonus points rules at any time with their sole discretion.
How To Pay?
Pay With International Credit/Debit Card Or Domestic Debit Card or Pay With Paypal
Pay With Cash On Delivery (COD)
They offer a payment service on receipt that allows you to pay for your receipt of your purchases. This service requires payment of USD1.2/INR78 as a service fee. Payment on delivery requires a mobile number.
Pay With Paytm (Wallet, Card, Net Banking)
When you place an order with Paytm, you will be redirected to the Paytm payment page. You can choose wallet balance, debit/credit card or net banking to pay the order. If you do not have a Paytm account, you can pay via Paytm with your credit card, debit card or net banking.
Tête-à-tête with Malcolm Yam, General Manger of Shein India to learn more about the online brand and their story.
When was SHEIN launched in India? How did you come up with the idea for clothing and intimate wear online?
M.Y: We started business in India back in July 2017. The fashion market has never stopped growing. E-commerce has helped customers find and shop for products faster and more conveniently than ever. SHEIN wants to be the ultimate one-stop-shop for the modern yet economical fashionista.
Where are the products being manufactured?
M.Y: Most of our products are manufactured in China.
How much did you invest in your online business when first starting out?
M.Y: We’ve spent 250 crore rupees for marketing during our first year in the Indian market.
What is the size of your team currently?
M.Y: We created 5,000 job opportunities all over the world. The number is expected to get doubled in the following year. This month, we are going to welcome the 100th employee in our India branch.
What is the demography of your buyers?
M.Y: Our target audience is among 18-35 years old. Most of our customers located in metro cities like Delhi, Mumbai and Bangalore. Meanwhile, we see a rapid growth in Tier II, Tier III cities.
What is the size of the market that you are looking at capturing?
M.Y: SHEIN is a global brand and we aim to provide services for customers all over the world. Although our order volume is huge, we are still expanding quickly.
So far, SHEIN ships to more than 100 countries. We are exploring new countries and new markets every year. We have more than 60 million registered users and the number are still growing.
How does the supply chain work?
M.Y: SHEIN owns a powerful and highly efficient supply chain. The time we spend on a cycle of design-manufacture-listing is of world-class standards.
How does your typical buyer land up on the site?
M.Y: Through search engines, online ads and recommendations of friends and influencers.
Any interesting features that you are looking at adding?
M.Y: We expect to eexplore cultural fusion through Indo-western collections.
How is the mobile affecting e-commerce as an industry? Do you have an app? Do you plan on launching one?
M.Y: We believe that the mobile plays a vital role in e-commerce as lower costs make wireless networks increasingly popular. And people are consuming more content online with their mobile devices. Yes, we do have an app (SHEIN) already.
How has the response been since the website’s inception? What challenges do you face while marketing products online?
M.Y: We welcomed our very first customer one week after we launched our online store back in 2008. We feel the trust from her and since then, the same trust passes through millions of customers out of California, New York, London, Paris, to Dubai, and all the way to Mumbai.
People are receiving more online information than ever. We need to keep testing and optimising ways for marketing products online. One of the effective ways is to make use of social media and create content that builds an emotional connection and increases user engagement.
What inspiration was taken in designing the website? How do you infuse newness to your portal?
M.Y: We want to be the ultimate one-stop-shop for the modern yet economical fashionista. Therefore, we offer a wide range of products, from boho dresses and graphic tees to chic swimwear and cosy intimates. We infuse newness everyday. We have already built a sourcing and manufacturing plant, which can easily provide the productivity customers are demanding.
How many orders do you ship in a day?
M.Y: We now receive about 20,000 orders every day in India.
How do you address fit issues when it comes to online shopping?
M.Y: We provide a detailed size chart, size guide as well as the size info of the model for each product on the product page. We also recommend customers to check on reviews on the product page for finding their best fit.
Is there any future projects that you would like to share with our readers?
M.Y: We are expecting to establish co-design projects with celebrities
- Explore cultural fusion through Indo-western collections
- Co-branding with local Indo designers
- Being the fashion incubator for local fresh designers
- Invest much effort on charities
Which marketplaces or online platforms do you sell on?
M.Y: We sell on our own websites (global site and dedicated sites for different countries), as well on our APP.
What are the difficulties you face when your products are returned?
M.Y: Our return rate is well-controlled behind the industry level since we are confident with the quality we are offering. We will collect feedback to improve our products and service time.