Donald Tang also explains why Shein is not a fast fashion company: “We do not see ourselves as a fast-fashion company. We manufacture the products that are demanded by customers in different countries. We do not produce mass goods dictated by a few designers. We produce the designs that our customers want, in small editions, in micro-manufacturing. This is quite different from fast fashion, isn’t it? For us, it is a demand-driven fashion business model.” – Donald Tang, the CEO of the Chinese online retailer Shein, on the assessment of many Germans, Shein is a fast-fashion provider from China, in “We want the competition to be fair”, Handelsblatt from 6., 7., 8. September 2024, page 22, No. 173
approach strategic pricing with a changed mindset and better assess the contribution of professional pricing to results.
