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Shein, a Chinese fast-fashion brand, is returning to India through a partnership with Reliance Retail.
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Shein’s expertise in supply chain management and e-commerce will help Reliance Retail gain insights into the industry.
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The partnership aims to capture a significant share of India’s fast fashion market, estimated to reach $50 billion in a decade.
Reliance Retail’s partnership with Shein is a strategic move to strengthen its position in the Indian fast fashion market. Shein’s capabilities in design, e-commerce, and supply chain management will enable Reliance Retail to enhance its portfolio and reduce turnaround time. This move is expected to reduce Shein’s dependence on the Chinese market and increase its presence in India.
The Indian fast fashion market is dominated by Zara and H&M, but Shein’s affordable pricing and quick turnaround time are expected to disrupt the market. Shein’s products range from $3 to $100, offering a wide range of options for consumers. Reliance Retail, with its large store count and strong presence in India, is well-positioned to leverage Shein’s strengths and expand its market share.
The partnership is expected to benefit Reliance Retail substantially, enabling it to launch new designs quickly and at affordable price points. Shein’s expertise in supply chain management will also help Reliance Retail improve its overall operations. With this partnership, Reliance Retail aims to dominate the fast fashion market in India, which is estimated to reach $50 billion in the next decade.
