| Category | |
|---|---|
| Awareness | 73.0% |
| Popularity | 31.0% |
| Usage | 27.0% |
| Loyalty | 22.0% |
| Buzz | 29.0% |
Fashion online shop brands
SHEIN brand profile in the U.S.
73 percent of fashion online shoppers in the U.S. are familiar with SHEIN, while Gen Z plays a most significant role in driving the brand’s success, with highest scores across various relevant brand KPIs compared to older generations. For almost half of SHEIN online shoppers, being successful ranks as one of the most important life aspect.
Brand KPI profile
SHEIN has some brand KPI ground to cover
Among fashion online shoppers in the United States, 73 percent are familiar with SHEIN, and almost every third expresses a liking for the Chinese brand established in 2008. Usage share and loyalty metrics for SHEIN stand at around one-fifth of fashion online shoppers in the U.S.
Generations
Gen Z delivers the SHEIN hauls
SHEIN is mostly known for its inexpensive apparel, always offering the latest fashion trends. Considering this, our generational comparison of SHEIN’s brand KPIs may not be surprising. The younger the online fashion shoppers in the U.S., the more likely they are to be aware of, have a positive perception of, and engage with SHEIN in media and advertising. Gen Z is the most relevant consumer group for the brand, far ahead of the other generations.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 73.0% | 85.0% | 71.0% | 67.0% | 64.0% |
| Popularity | 31.0% | 43.0% | 31.0% | 21.0% | 18.0% |
| Usage | 27.0% | 42.0% | 26.0% | 16.0% | 16.0% |
| Loyalty | 22.0% | 34.0% | 22.0% | 13.0% | 10.0% |
| Buzz | 29.0% | 39.0% | 29.0% | 22.0% | 15.0% |
Life values
Success is more important to SHEIN customers
SHEIN consumers value an honest and respectable life to an equal extent as non-users of the brand and the general population in the United States. About half of the respondents consider it one of the three most significant aspects of life. However, their drive for success and a happy relationship surpasses other priorities, securing them the top spot in our ranking. On the other hand, traditions, learning new things, and having a good time hold lesser importance in the lives of U.S. SHEIN shoppers, compared to non-users of the brand.
Published April 10, 2024
| Category | Total | SHEIN user | Non-user |
|---|---|---|---|
| An honest and respectable life | 48.0% | 49.0% | 47.0% |
| A happy relationship | 46.0% | 51.0% | 45.0% |
| To be successful | 40.0% | 48.0% | 37.0% |
| Safety and security | 38.0% | 39.0% | 38.0% |
| Having a good time | 32.0% | 26.0% | 33.0% |
| Making my own decisions | 30.0% | 27.0% | 31.0% |
| Learning new things | 27.0% | 22.0% | 28.0% |
| Traditions | 15.0% | 11.0% | 16.0% |
| Advancing my career | 13.0% | 16.0% | 12.0% |
| Social justice | 12.0% | 11.0% | 12.0% |
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