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1、THE ECONOMIC IMPACT OF SHEIN IN THE EUNOVEMBER 2024A report for3The economic impact of SHEIN in the EUABOUT OXFORD ECONOMICSOxford Economics was founded in 1981 as a commercial venture with Oxford Universitys business college to provide economic forecasting and modelling toUK companies and financial

2、 institutions expanding abroad.Since then,we have become one of the worlds foremost independent global advisory firms,providing reports,forecasts,and analytical tools on more than 200 countries,100industries,and 8,000 cities and regions.Our best-in-class global economic and industry models and analy

3、tical tools give us an unparalleled ability to forecast external market trends andassess their economic,social,and business impact.Headquartered in Oxford,England,with regional centres in New York,London,Frankfurt,and Singapore,OxfordEconomics has offices across the globe in Belfast,Boston,Cape Town

4、,Chicago,Dubai,Dublin,Hong Kong,Los Angeles,Mexico City,Milan,Paris,Philadelphia,Stockholm,Sydney,Tokyo,and Toronto.We employ 700 staff,including more than 450professional economists,industry experts,and business editorsone of the largest teams of macroeconomists and thought leadership specialists.O

5、ur global team is highly skilled in a full range of research techniques and thought leadership capabilities from econometric modelling,scenario framing,and economic impact analysis to market surveys,case studies,expert panels,and web analytics.Oxford Economics is a key adviser to corporate,financial

6、,and government decision-makers and thought leaders.Our worldwide client base now comprises over 2,500 international organisations,including leading multinational companies and financial institutions;key government bodies and trade associations;and top universities,consultancies,and think tanks.NOVE

7、MBER 2024All data shown in tables and charts are Oxford Economics own data,except where otherwise stated and cited in footnotes,and are copyright Oxford Economics Ltd.This report is confidential to SHEIN and may not be published or distributed without their prior written permission.The modelling and

8、 results presented here are based on information provided by third parties,upon which Oxford Economics has relied in producing its report and forecasts in good faith.Any subsequent revision or update of those data will affect the assessments and projections shown.To discuss the report further please

9、contact:Bali Kaur Sodhi:Oxford Economics 6 Battery Road,#38-05 Singapore 049909Tel:+65 6850 0110ContentsExecutive summary 41.Digitalisation of the EUs retail sector 81.1 Embracing digitalisation to build competitiveness 91.2 Online retailers can play a key role in enabling transformation 91.3 SHEINs

10、 presence in the EU 102.The economic impact of SHEIN in the EU 122.1 SHEINs total economic impact 142.2 The three tiers of impact 153.SHEIN and the fashion community 183.1 SHEIN X 193.2 SHEIN Marketplace 26Conclusion 32Appendix 1:Economic impact 34Appendix 2:Key demographics of SHEIN X survey respon

11、dents 35Cover photo,and photos on pages 4,12,14,17,18,and 33 from S45The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EUSHEINs growing operations in France,Italy and Poland supported an economic contribution worth 1.1 billion in 2023,as well as over 6,130 jobs.Executive summ

12、aryFounded over a decade ago,SHEIN operates in over 150 countries and has an average of more than 100 million active monthly users in the European Union(EU).With an expansive global presence,SHEIN makes an important contribution to the local economies in which it operates.This report explores the co

13、ntribution SHEIN makes to the EU economy through its operations in three key markets:France,Italy and Poland.It also examines how SHEIN can support and empower designers,artists and entrepreneurs in the EU to establish a stake in the retail industry that they would otherwise struggle to achieve.Supp

14、orting the EUs digital retailagendaThe adoption of e-commerce has become a predominant trend in the EUs retail sector,but many countries in the European Union(EU)still lag behind Asias most advanced economies and the United States in terms of digital adoption.The European Commission recognises the i

15、mportance of embracing digitalisation to build a competitive retail sector;one that can keep up with the dynamism of the global retail industry,in which digital options and hyper-personalisation are increasingly becoming the norm.For the EU,this can translate into improvements in productivity,a more

16、 effective online presence,an integration of advanced technologies into the retail value chain,and the development of the infrastructure required for improved customer experiences.Contributing 1.1 billion,supporting 6,130 jobsSHEINs growing operations in France,Italy and Poland supported an economic

17、 contribution worth 1.1 billion in 2023,as well as 6,130 jobs.Nearly half of this economic impact was generated by SHEINs own retail and wholesale operations,while the rest can be attributed to the economic activity supported among its local service providers in the EU and the wage spending of those

18、 employed.The sectors benefiting most from SHEINs operations in the EU were local enterprises in the business,professional services and real estate sectors,followed by transportation and storage,and the wider wholesale and retail sectors.Enabling entrepreneurs and small businesses to enter the marke

19、t andgrowIn addition to its own economic footprint,SHEIN has introduced two key initiatives to its global operating model to help younger designers,artists and businesses enter and grow in the online fashion and lifestyle retail sector.SHEIN Xlaunched in 2021,is designed to build an ecosystem of loc

20、al talent and design influence around the SHEIN platform.Meanwhile,SHEIN Marketplaceformally launched more recently in 2023,is an online platform that provides a channel for businesses to sell directly to their customers.In our global survey of around 150 SHEIN X designers and artists,we found a str

21、ong sense that those collaborating with SHEIN in this space felt the benefits of increased customer access and visibility.Many also recognised their collaboration as an opportunity to understand and explore the use of technology in the sector and to pursue their passions,building successful careers

22、in fashion.Our survey found that:Four out of five SHEIN X designers and artists felt their partnership with SHEIN had enabled their designs to be sold to consumers.More than half of the SHEIN X designers and artists we surveyed felt that SHEIN X significantly enabled them to integrate technology and

23、 real-time insights into their end-to-end processes,from product design to sales.Three in 10 of those with avenues of revenue outside SHEIN said that their presence on SHEIN helped them earn revenues on other platforms.Over six in 10 said SHEIN X had encouraged them to pursue their creative ambition

24、.In parallel,in Brazil and Mexico where SHEIN Marketplace has been operational for over a year,partners of the programme revealed how the platform has enabled them to build a credible online presence,encouraging them to leverage digital tools to keep abreast of changes in customer preferences,and he

25、lping micro-,small and medium enterprises grow quickly and scale their operations as they become successful.SHEIN and its partners have the potential to play a supporting role in the EU retail sectors digital transformation,helping to catalyse the use and integration of digital tools within the indu

26、strys rich and varied retail landscape.SHEINS ECONOMIC IMPACT IN THE EU IN 2023Through three of SHEINs important markets in the EU France,Italy,and PolandThe SHEIN platform creates opportunities for designers,artists,entrepreneurs,and small businesses to grow into and succeed in the EUs fashion and

27、lifestyle retail environment.By encouraging technology adoption in the EUs retail sector,online platforms like SHEIN can play a role in accelerating its digital transformation.Our survey of SHEIN X designers and artists around the world found that the SHEIN hadhelped them.PURSUE CAREERS IN THE INDUS

28、TRYBUILD DIGITAL CAPABILITIESMore than half of the SHEIN X designers and artists we surveyed felt that SHEINX significantly enabled them to integrate technology and real-time insights into their end-to-end processes,from product design to sales.Its not easy as a young designer or artist.SHEIN helped

29、 me develop my design portfolio and scale my business.It is a huge platform,providing the opportunity to see if other people are interested in your design and art.Oxana,a freelance illustrator and designer,FranceSupporting the fashion communitySHEINs first in class feedback system enables us to keep

30、 pace with your customer changing needs.We meet every month with our style team about the insights and feedback from clients on SHEIN to see what is selling,what do our customers think of our products and how to innovate.Hotan Mirzakhani,LuniiDistribution of GDP and jobs supported in the wider econo

31、my,by sectorsSHEINs activities in the region support wider economic activity in the region,leveraging local service providers across a diverse range of sectors.Two-thirds of SHEIN X designers in our survey credited SHEIN as a place where they learned how to operate and sell on e-commerce platforms.N

32、early eight in 10 designers felt that SHEIN X enabled them to expand their reach to a wider audience,with most selling internationally.Partners of SHEIN Marketplace shared how the platform has enabled them to build a credible online presence,encouraging them to leverage digital tools to keep abreast

33、 of changes in customer preferences,and helping micro-,small and medium enterprises grow quickly and scale their operations as they become successful.Leveraging digital tools to stay on top of changes in customer preferencesTotal GDP contribution1.1 billionTotal employment6,130 jobsBusiness&professi

34、onal services,real estateWholesale and retailTransportation and storageFinancial and insuranceOther sectors27%38%15%11%8%32%25%24%13%5%89The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EUDigitalisation of the EUs retail sector1 Accelerating the Evolution:2022 Sustainability

35、 and Social Impact Report,SHEIN2 Digital Services Act,SHEINMajor online fashion and lifestyle retailers that sell via online platforms such as SHEIN are at the forefront of applying advanced technology to fashion retail.They leverage these technologies across their value chain,from backend processes

36、 to manufacturing,through to the supply chain to customer interface.When SHEIN was launched over a decade ago,its founders set out to change the industry“by combining accurate demand measurement capabilities with a technology-enabled,flexible supply chain”.1 For this,SHEIN invested across its proces

37、s chain,leveraging a trend-intelligence-based product development process,and an advanced logistics model.As a platform,SHEIN also makes technological know-how and advantages available to its partners in the fashion industryincluding designers and marketplace sellers making use of the platform,and s

38、ervice providers feeding into it.Today,SHEIN serves customers in over 150 countries and offers a wide range of products including clothing,shoes,and accessories for men,women,and children;as well as beauty,home and lifestyle items.SHEINs key centers of operation globally include the United States(US

39、),Brazil,Ireland,Trkiye and Southern China.It has offices in Los Angeles,Sao Paulo,London,Paris,Guangzhou,and Singapore,with Dublin serving as regional headquarters for its Europe,Middle East and Africa(EMEA)operationsThe European Union is a key region for SHEIN,the source of more than 100 million m

40、onthly users,on average.2 In addition to SHEINs EMEA headquarters in Ireland,SHEIN has offices in Belgium,France,Germany,Italy,Poland,and Spain and the company continues to build its footprint in the EU.1.1 Embracing digitalisation to build competitivenessCountries in the EU generally lag behind oth

41、er advanced economies in e-commerce adoption.Data from UN Trade and Development(UNCTAD)reveal that even in larger economies in the EU,such as France,the incidence of online shoppers remains relatively low compared to Asias most advanced economies and the US.3 There has been a significant increase in

42、 the adoption of e-commerce in recent years,following the pandemic.Retailers in the EU turned to online sales channels to meet the growing demand for online purchases,which increased from 33%of total purchases in 2020 to 40%in 2023.4 Building on this momentum,in March 2024,the European Commission la

43、unched the Transition Pathway for a more resilient retail ecosystem,which highlights the need for the retail sector to invest in its green and digital transformation.It is partly driven by the goal to ensure more sustainable business practices,and partly represents a response to the EUs strategic im

44、perative to improve the productivity of its major sectors.The EU retail sector needs to keep up with changes in consumer behaviour,where digital options and hyper-personalisation are becoming a norm.51.2 Online retailers can play a key role in enabling transformationEmbracing digital technology is k

45、ey to building resilience in retail.This includes investing in an online presence,establishing multi-channel sales capabilities,integrating advanced technologies throughout the value chain,and developing the infrastructure to deliver high quality and seamless customer experience.The digitalisation o

46、f retail opens the door to greater automation and insightswhich power a companys ability to understand its consumer and customise its offerings to their needs.This can facilitate innovation,building a more competitive sector.SHEIN is one such retailer driving the transformation of retail processes a

47、nd improving efficiency through digitalisation.According to SHEIN,the companys on-demand,small-batch manufacturing system,powered by its proprietary digital supply chain technology,substantially reduces the problem of excess inventory:unsold inventory of SHEIN-branded products is consistently in the

48、 low single digits,compared to the industry average of 25-40%.63 Business e-commerce sales and the role of online platforms,UNCTAD(2024)4 E-commerce statistics,Eurostat5 A transition pathway for a more resilient,digital,and green retail ecosystem,European Commission(2024)6 Agility Is Fashions New So

49、urce of Competitive Advantage,Boston Consulting Group(2023)1Retailers in the EU turned to online sales channels to meet the growing demand for online purchases,which increased from 33%of total purchases in 2020 to 40%in 2023.The European Union is a key region for SHEIN,the source of more than 100mil

50、lion monthly users,on average.1011The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EU1.3 SHEINs presence in the EUIn the EU,SHEINs operations cover a suite of activities,from corporate functions at the headquarters to sales and marketing across regional offices.As SHEIN cont

51、inues to expand in the EU,it has also opened distribution centres and fulfilment centres in Wroclaw,Poland and Stradella,Italy,respectively.SHEIN also regularly organises pop-up events,setting up a physical presence for short duration at a given location,for customers to interact with the brand in-p

52、erson.In 2023,SHEIN organised nearly 20 pop-up events across the EU in France,Italy,Spain,Ireland,and Germany.SHEIN has introduced two major initiativesSHEIN X and SHEIN Marketplaceto its global operating model within the past three years to help younger designers,artists and businesses access globa

53、l markets and build their own successful brands.Since 2021,SHEIN X has been providing local artists and designers the opportunity to better understand their market,launch products and build their portfolios.The programme is operational across the world,and artists and designers from the EU accounted

54、 for nearly 15%of the over 4,500 contracts signed with artists and designers that have joined the programme globally.SHEIN also organises showcase events,such as the SHEIN X Runway Show in Paris in June 2023 for European winners of a SHEIN X competition.The winners get the opportunity to present the

55、ir designs to a livestream audience,industry experts and international media.Such events,together with the pop-ups,enhance the visibility of local talent and add to the vibrancy of the retail sector.SHEIN formally launched the SHEIN Marketplace in 2023,an online platform that provides a channel for

56、businesses to sell directly to their customers.In the relatively short period that it has been active in Brazil,Mexico,and the US,the number of local sellers on these platforms increased to over 21,000.The initiative is nascent in the EU,where it launched in August 2023 and is in the process of onbo

57、arding sellers.In this report,we explore the economic impact of SHEIN in the EU based on its operations in France,Italy and Poland,as well as the wider impacts from the SHEIN X and SHEIN Marketplace programmes globally.In the next chapter,we estimate the contribution that SHEINs operations make to t

58、he EU economy in terms of Gross Domestic Product(GDP)and employment.Then,in chapter 3,we look beyond this core economic footprint to explore the wider impacts SHEIN creates through the opportunities it gives to local designers,artists and small businesses.Artists and designers from the EU accounted

59、for nearly 15%of the over 4,500 contracts signed with artists and designers that have joined the SHEINX programme globally.1213The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EUThe economic impact of SHEIN in the EUSHEIN has grown its EU customer base rapidly in recent year

60、s,leveraging real-time insights and audience engagement tools to identify fashion trends that are gaining traction with audiences in the EU.In this chapter,we use a bespoke economic impact modelling framework to assess SHEINs economic footprint in the EU in terms of GDP and employment,through the le

61、ns of its three important EU markets France,Italy,and Poland.Our analysis is based on a standard economic impact modelling framework.We quantify SHEINs economic impact in France,Italy,and Poland in terms of the gross value added(GVA)and employment contributions to the EUs economy.The gross value add

62、ed(GVA)contribution to gross domestic product(GDP)is the value of the output produced by SHEIN and its service providers,minus their expenditure on inputs(goods and services)that are used up in production.Aggregated across all economic operators in the economy,this forms GDP(plus production taxes an

63、d subsidies),which is the most widely recognised measure of total economic output.The employment contribution is measured on a headcount basis and includes anyone who is paid wages for their activity in SHEINs operations and with local service providers in the wider economy,regardless of the length

64、of their working week or whether they work all year round.2Box 1:Framework for measuring economic impactThe total economic footprint of SHEINs operations comprises three channels,including:Direct Impact:The economic activity directly generated at SHEINs in-country operational sites.It encompasses gr

65、oss value added and employment generated by SHEINs sales in France,Italy and Poland.Indirect Impact:The economic activity and employment stimulated in the EU by SHEINs spending on goods and services with local service providers.This further generates demand for other goods and services across the wi

66、der economy based on the interlinkages in the domestic economy.Induced Impact:The wider economic benefits that arise from wage-funded expenditure in the consumer economy by employees working at SHEIN and in-country businesses across the economy that help sustain SHEINs operations.Employees spending

67、their earnings in the wider economy stimulate further economic activity and jobs.Fig.1:Three channels of impact through which we analyse SHEINs economic contributionSHEIN has grown its European customer base rapidly in recent years,leveraging real-time insights and audience engagement tools to ident

68、ify fashion trends that are gaining traction with European audiences.DIRECTIMPACTINDIRECTIMPACTINDUCEDIMPACTTOTALIMPACTSHEIN employs staff,pays wages,and generates profits.It also spends money with local service providers,who in turn employ staff,generate profits,and make further purchases.Employees

69、 spend their wages in the wider economy,generating more GDP,jobs,and tax revenues.Added together,these three effects direct,indirect,induced comprise the total economic impact ofSHEIN.1415The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EU2.1 SHEINs total economic impactSHEI

70、Ns combined operations in France,Italy and Poland generated a total economic impact of 1.1 billion to the EUs GDP in 2023(Fig.2).This total economic impact was supported by SHEINs operations in the three markets,and the additional economic activity in each market that was stimulated across various s

71、ectors in the wider economy and wage-induced expenditure.7 We estimate that this supported 6,130 jobs in total,the vast majority of which are related to activities supported in the wider economy,rather than being employees of SHEIN,directly.Fig.2:SHEINs total economic impact in the three markets,202

72、37 This refers to a summation of the economic impact estimated in each of the three markets(France,Italy,Poland),and do not take into account trade flows between the three markets.2.2 The three tiers of impactOf the three tiers of SHEINs total economic impact,the direct impact is largest contributin

73、g 544 million to the EUs GDP in 2023 across France,Italy and Poland,combined(Fig.3).SHEIN employs around 180 individuals in France,Italy and Poland who are involved in a wide range of job functions,from traditional roles in back-end office functions and warehouse operations,to high-skilled roles in

74、analytics and website management(Fig.4).Fig.3:SHEINs contribution to GDP in the three markets,by channels of impact,2023 Fig.4:SHEINs contribution to employment in the three markets,by channels of impact,2023 millionJobs0Source:SHEIN,Oxford Economics03,0002,0001,0005,0004,0006,0007,000GVA(left axis)

75、Employment(right axis)1,060 6,130 2004006008001,0001,2001,400Gross value added,million0Source:SHEIN,Oxford EconomicsNote:Totals may not sum due to rounding.DirectIndirectInducedTotal544418991,060 2004006008001,0001,200Employment,number of jobs0Source:SHEIN,Oxford EconomicsNote:Totals may not sum due

76、 to rounding.DirectIndirectInducedTotal7,000180 4,830 1,120 6,130 1,0002,0003,0004,0005,0006,000SHEINs combined operations in France,Italy and Poland generated a total economic impact of 1.1 billion to the EUs GDP in 2023.1617The economic impact of SHEIN in the EUThe economic impact of SHEIN in the

77、EUOur analysis suggests economic activities stimulated through SHEINs spending with local service providers in the three markets supported a 418 million GVA contribution,underpinned by over 4,800 workers.This illustrates the platforms inter-dependence with local enterprises to fulfil demand in the E

78、U market,which extends across a diverse range of sectors.The business,professional services and real estate sectors are the primary beneficiary,together accounting for 38%of SHEINs indirect GDP and 25%of employment impacts(Fig.5).The transportation and storage sectors also play a significant role,re

79、presenting a further 15%of SHEINs indirect GDP contribution and 24%of corresponding indirect employment.Across the EU,SHEIN works with over 40 last mile delivery service providers to fulfill SHEIN orders and deliver them to customers.EU intermediary agencies and EU airlines also benefit from the log

80、istics and delivery needs of SHEIN for the 150 markets in which SHEIN products are sold around the world.8 Apart from the business and transport-related sectors,a further 11%of the indirect GDP impact,and 13%of the indirect employment supported,is accrued to the wholesale and retail sectors.We estim

81、ate that SHEINs induced impact led to a 99 million GVA contribution,supported by over 1,100 workers.This impact is the product of wage and salary payments to workers employed by SHEIN and across the network of local service providers supported by SHEINs operations in France,Italy and Poland,who spen

82、d a proportion of their wages in their local economy,such as on groceries,retail and other necessities and services.8 Based on proprietary data provided by SHEIN.SHEINs indirect impact(%)in the EU*Source:Oxford Economics,SHEINNote:Totals may not sum to 100%due to rounding.Business&professional servi

83、ces,real estateWholesale and retailIndirect GVAIndirect employmentTransport and storageFinancial and insuranceHuman health and social workUtilitiesOthers(including IT and communications,food services)0%10%20%30%40%38%15%11%8%3%3%21%25%24%13%5%1%5%26%*Includes Italy,Poland and FranceFig.5.SHEINs indi

84、rect impact on GVA and employment in the three markets,by sectors,20231819The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EUSHEIN and the fashion communityThe SHEIN platform creates opportunities for younger designers,artists and businesses to break into and succeed in the

85、EUs fashion and lifestyle retail environment.This stimulates an economic impact that extends beyond the companys core economic footprint described in the previous chapter.It serves as a platform for EU designers and entrepreneurs to learn about the industry,build their brand,develop their portfolios

86、,and grow their businessoutside the platform as well as within it.There are two key initiatives at the heart of this proposition:SHEIN X and the newly initiated SHEIN Marketplace.To better understand the impact these programmes are having on SHEIN partners,and the opportunity they represent for the

87、EU design and online retail sector,Oxford Economics surveyed around 150 SHEIN X designers and artists around the world,and conducted focused interviews with three marketplace sellers in Brazil and Mexico.3.1 SHEIN XSHEIN X is designed to build an ecosystem of local talent and design influence around

88、 the SHEIN platform.This initiative has a positive impact on the EU fashion design community,by helping talented designers and artists overcome the challenges to entering and establishing a career in the fashion sector.3.1.1 Overcoming the challenges to a career in fashionThe fashion retail industry

89、 is an extremely challenging environment for talented young designers and artists to enter and establish a career.It is an industry that demands uniquely high levels of creativity,as well as a wide range of other skills and experience to thrive.Designers and artists are often expected to master fina

90、ncial and business administration skills,events organisation,website development,marketing,and promotion.9New entrants also need sufficient funds to support their creative outputs:to invest in equipment,purchase raw materials,rent a studio or workspace,and advertise and launch their products.The res

91、ult is a highly risky industry for new entrants,with high failure rates and low profit margins for even the most creatively talented individuals.Against this backdrop,SHEIN X presents a valuable opportunity to help designers and artists secure their foothold in the industry.SHEIN X provides support

92、to aspiring designers and artists in their journey of understanding the market,launching their own line,and building their portfolios.This unique experience extends from SHEIN fronting the complete production process and giving a commission to the designers and artists,providing mentorship on indust

93、ry trends and processes,to collaborating on designs,and even marketing final products via events like runway shows(e.g.,the SHEIN X Runway Show 2023).Our survey findings reveal the positive impacts SHEIN X has had on design careers and prospects.There are four key aspects to SHEINs proposition to yo

94、ung designers,entrepreneurs,and startups in the fashion and lifestyle retail place:increased customer access and visibility;access to technology;ability to scale;and opportunities to succeed,as explored below.3.1.2 Increasing customer access and visibility in the online retail marketBudding designer

95、s and new entrants into the online retail industry,including in the EU,often face challenges establishing a foothold in the industry.These include the disadvantages newcomers face compared to incumbent players in terms of brand recognition,online presence,access to customers,and available capital fo

96、rinvestment.9 The Cut,“How much do independent fashion designers make?”,202432021The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EUOur research into the motivations of SHEINs partners and their experience from working with the platform revealed that young designers felt emp

97、owered to overcome many of these hurdles.The two largest benefits SHEINs partners in the SHEIN X programme highlighted are the access to SHEINs large customer base,and the opportunity it provides them to build an online presence.For many designers and artists,SHEIN X provides an opportunity to enter

98、 the retail industry in a commercial way:Four out of five SHEIN X designers that we surveyed felt that their partnership with SHEIN had enabled them to start selling clothing and designs to customers(Fig.6).Furthermore,two-thirds of SHEIN X designers in our survey credited SHEIN as a place where the

99、y learned how to operate and sell on e-commerce platforms.“After graduating from Institut Franais de la Mode,I was expecting to get a full-time job in the industryhowever that did not go as planned.It was a struggle to pursue my passion.SHEIN X came along and provided me the opportunity to develop m

100、y portfolio and scale my businessThis initiative truly helped advance my career,”explained Oxana G.,a young French designer who found success via SHEIN X.Nearly eight in 10 designers felt that SHEIN X enabled them to expand their reach to a wider audience,with most selling internationally(Fig.6).Thi

101、s effect was marginally stronger for the more experienced designers in our sample(i.e.,those with six years or more of design experience),perhaps reflecting their experience with the natural barriers to growth in the traditional fashion and lifestyle industry,such as a limitation on brand visibility

102、,or geographic and logistical constraints.The platform offers significant advantages for designers in their early career(i.e.,those with fewer than six years of design experience).These designers felt more strongly than more experienced designers that the platform has not only enabled them to start

103、selling their products but also helped build a richer portfolio,understand their customers better and improve collaboration with others in the industry.SHEIN X also enabled some designers to surpass the financial hurdle of launching their own products.For artists and designers participating in the S

104、HEIN X programme,one key benefit is that the financial costs related to production,marketing,order fulfilment and customer support are fronted by SHEIN.Furthermore,the artists and designers receive a commission based on the sale of their products.For independent artists and designers,this support si

105、gnificantly reduces the financial barrier and lowers risks associated with launching products and collections.It also enables SHEIN X participants to“test”the popularity of different products and designs before scaling production and later selling under their own brand,since the intellectual propert

106、y rights to the products reside with the artists and designers.Nearly seven out of 10 designers and artists that we surveyed noted that without SHEINs support they would not have been able to launch their products in the online retail market(Fig.7).Around half of these respondents felt strongly that

107、 they would not have been able to design or produce their collection at all.This comparative measure highlights the importance of financial support with regards to the initial start-up costs of establishing ones businessin the fashion and lifestyle space,online or otherwise.Partnering with SHEIN X e

108、nabled Oxana G,a freelance illustrator and designer from France,to develop her design portfolio and scale her business,all while retaining a stable source of income.“Ive had people reaching out to me from school asking about the programme because theyre interested in a career in art,and its not easy

109、 as a young designer or artist,”she says.Fig.7.Impact of SHEIN X funding on production and logistics processes Fig.6.SHEIN X is particularly beneficial for designers trying to enter the online retail marketSource:Oxford Economics,SHEIN70%75%80%85%Q14:On the following scale,please choose the most app

110、ropriate option based on your use and experiences with the SHEIN X platform.“Partnering with SHEIN X has enabled me to”Share of respondents who strongly agreed or agreed with the statement,%80%82%79%78%75%79%OverallLess than six years of design experienceSix years or more of design experienceStart s

111、elling my designs/clothing to customersReach a wider audienceSource:Oxford Economics,SHEINQ17:Which of the following statements would most accurately describe the impact of SHEIN X funding your production and logistics process?“If SHEIN X had not funded the production process”I would not have been a

112、ble to design or produce my collection at all.I could have designed my collection but would not have the financial means to manufacture and distribute it to the same customer base.I could have designed and manufactured my collection but may not have had the financial means to sustain production in t

113、he long run.I could have launched and sustained my business in the same manner as I have today.Share ofrespondents,%34%38%16%12%2223The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EU3.1.3 Providing the opportunity to leverage digital technologiesThe development of new innov

114、ative technologies has propelled a shift towards more digital,customised,and sustainable shopping practices that has challenged traditional retail norms in the fashion market in the EU.The SHEIN X platform helps to build digital capabilities in the industry.Designers operating within the SHEIN X pro

115、gramme acknowledge that access to such tools within the platformincluding real-time insights and sales technologieshave had a transformative impact on their business model.Almost half of SHEIN X designers felt that the partnership had significantly enabled them to integrate technology and real-time

116、insights into their end-to-end processes,from product design to sales(Fig.8).Additionally,43%also felt that SHEIN X significantly enabled them to integrate technology into the sales experience.It was in the adaptation to these aspects of the rapidly evolving global fashion and lifestyle retail indus

117、try where designers felt their collaboration with SHEIN was most valuable.Fig.8.SHEIN X enables designers and artists adapt to the latest digital trends in fashion and lifestyleAlmost half of SHEIN X designers felt that the partnership had significantly enabled them to integrate technology and real-

118、time insights into their end-to-end processes.Source:Oxford Economics,SHEIN0%10%20%30%40%50%Q23:Please choose the option which best fits according to your experiences with SHEIN:“To what extent has the SHEIN X partnership enabled you to adapt to the latest trend of”Share of respondents who felt that

119、 SHEIN greatly and/or largely enabled them to adapt to this trend,%39%41%43%49%Integrating real-time insights into processes to support end-to-end processes from design,production to inventory management.Integrating technology into sales experience,which includes augmented reality,virtual reality su

120、ch as virtual try-ons,chat bots etc.Sustainable service providers,which involves traceability and resilience in service providers.Sustainable fashion,which involves the use of innovative and more sustainable fabrics,improved production processes and reuse of products.“Ive had people reaching out to

121、me from school asking about the programme because theyre interested in a career in art,and its not easy as a young designer or artist.SHEIN is a huge platform to see if other people are interested in your design and art,”explains Oxana,a freelance illustrator and designer from France.Oxana G.was exp

122、ecting to sign a full-time offer with the fashion brand she was interning with after she graduated from Frances Institut Franais de la Mode in 2019.When the opportunity did not materialise,she became a freelance illustrator and designer.She used her Instagram profile to show off her illustrations of

123、 dresses,bridal gowns,and other outfits.However,she faced a hurdle that many aspiring freelancers encounter in their early years:a lack of financial stability.Her financial imperative became one of her key motivations when SHEIN reached out after seeing her portfolio on Instagram.Partnering with SHE

124、IN X enabled Oxana to develop her design portfolio and scale her business,all while retaining a stable source of income.With the partnership,Oxana was able to collaborate with SHEIN teams on the technical details of her designssuch as fabric selection,measurements,and even the placement of pocketsto

125、 bring her sketches to life.This large-scale production was something she never learned in fashion school,she says.This production would eventually allow her freelance business to grow and attract more clients to her rich design portfolio on Instagram.Today,she has worked with a range of clients fro

126、m the singer Tinashe to costume designers for HBO.While advancing her own career,Oxana was able to support her sisters education through aviation school using her income,and often took in her grandmothers creative inputs for her designs,including designs for plus-sized clothing.Moreover,she was also

127、 able to make an impact in the wider fashion community by providing mentorship and guidance to younger students who reached out to her asking about the SHEIN X partnership.Oxana appreciates the exposure she has received to the production aspect of fashion design in the past five years.She encourages

128、 other budding designers to use such opportunities to gain real world experience in fashion production and build financial stability for an independent career in design.Case StudyOxana G.2425The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EU3.1.4 The ability to scale,quickl

129、yOur analysis suggests that designers and artists have seen success by using SHEINs platform to rapidly scale their businesses,which amplifies their own economic footprint in the local economy.For many designers,SHEIN is a channel for online salesbut also a catalyst for off-platform revenue growth.S

130、lightly over half the SHEIN X designers we surveyed reported selling their products via other avenues in addition to SHEIN,mostly via other online platforms rather than brick-and-mortar stores(Fig.9).These sellers reported that with their brands presence on SHEIN,they were able to reach a wider audi

131、ence on other platforms(44%of respondents)and build a design portfolio across different platforms(29%).Many SHEIN X designers felt that their SHEIN partnership added to the credibility and perception of their brand.More than four in 10 respondents to our SHEIN X survey felt that their brands presenc

132、e on SHEIN improved the brands legitimacy and image on other platforms of sale.This can be particularly helpful for younger and niche brands looking to strengthen their brand recognition and profile.Ultimately,this credibility helps designers develop their portfolio,with over three-quarters reportin

133、g that SHEIN helped them build a richer portfolio for their work.Our analysis shows that this effect was more pronounced when designers and artists collaborated more frequently with the platform,building multiple collections in a year.Daniella R,a stylist based in Naples,Italy,saw her career pivot a

134、fter taking part in the SHEIN X Challenge that yielded four collections.“There was this magnificent,professional show:this is where you feel the thrill of being a true designer,”said Daniella.3.1.5 Opportunities to succeed,in fashion and styleOn a personal level,SHEIN X has also served to provide de

135、signers and artists with an opportunity to pursue their creative ambitions,create their brands,and feel empowered to enter a career in design(Fig.10).Over six in 10 respondents we surveyed,including those from the EU,felt that SHEIN X had supported their creative ambitions and allowed them to create

136、 their own brands.Oxana G,a designer and illustrator from Paris,France,is one designer who felt that SHEIN X gave her opportunities in her early career that she otherwise would not have had.“Through the collaboration with SHEIN X I was able to discuss the technical details of my designs and sketches

137、 to bring them to life producing at large scale was not something I had exposure to at fashion school,”she explained.1010 Source:Oxford Economics interview with Oxana G.,a SHEIN X designer from Paris,France,2024Fig.10.Amongst the key benefits of the SHEIN X partnership,designers noted support for th

138、eir own careers,and the wider fashion industrySource:Oxford Economics,SHEINQ19:Is SHEIN X the only platform you currently sell your products on,or do you have other avenues of sale?Yes,SHEIN X is the only place I sell my products.No,I also have my own physical store(s).No,I also sell my non-SHEIN pr

139、oduct lines in other retail/departmental stores.No,I also sell my non-SHEIN product lines on other online platforms.Share ofrespondents,%48%5%12%35%Fig.9.Several SHEIN designers sell their products on other platforms,with a heavy lean towards other digital platformsSource:Oxford Economics,SHEIN0%20%

140、40%60%80%100%Share of respondents,%Supported my creative ambitions and allowed me to create my brand.Empowered me to pursue a career in design.Provided me with a supplementary income.Encouraged me to form bonds within the fashion community with other creators,collaborators,and/or mentors.28%30%32%34

141、%28%28%23%28%22%16%24%20%12%16%12%9%10%11%8%9%Q22:How does SHEIN X impact your life and livelihood?“Partnering with SHEIN X has”Note:Values may not sum to 100,due to rounding.Strongly AgreeAgreeNeutralDisagreeStrongly Disagree2627The economic impact of SHEIN in the EUThe economic impact of SHEIN in

142、the EU3.2 SHEIN MarketplaceThe proposition for micro-,small and medium enterprises(MSMEs)on SHEIN Marketplace is to offer sellers,including local sellers a vehicle to put their products in front of a vast consumer base,via the SHEIN platform.The programme was formally launched in 2023 in Brazil,the

143、US,and Mexico,and is open to micro-,small and medium-sized enterprises within these markets.SHEINs marketplace has seen success in these initial launch markets,with a 55%increase in local sellers operating on the platform in the first two months of 2024,and hundreds of millions of dollars in sales g

144、enerated in the same period.The retail sector in the EU and around the world is transforming rapidly,with the adoption of digital technologies the key to competitiveness.MSMEs in the EUs fashion retail sector often face structural constraints to digitalisation,such as a lack of know-how and expertis

145、e,and the lack of resources to overcome it.MSMEs in this sector also face more traditional challenges,such as financial constraints,often operating with limited cash-reserves and lacking the capital to expand their businesses and build resilience.11 In 2023,an article by Vogue Business about the lau

146、nch of Sphere,a showroom in Paris for emerging design talents,Frances then culture minister Rima Abdul-Malak was quoted as saying that“We are here to accompany emerging designers as they structure themselves financially young brands are fragile.One collection can be a great success and the following

147、 one might not meet its audience.Its normal,its part of the hazards of creation.We have to support them as they take risks;we are here to help them take risks”.12Research shows that online marketplaces can be part of the solution,providing opportunities for emerging enterprises to access customers a

148、nd grow profits more effectively.According to a 2019 study by the OCED,such online platforms are crucial in reducing the transaction costs and logistics costs for businesses,matching buyers and sellers,as well as improving customer management for small and medium enterprises.13 This could be especia

149、lly important in the EU,where only 21%of such enterprises recorded e-sales in 2022,nearly half the share of larger enterprises.1411 Addressing the challenges of the digital transition in national RRF plans:Measures to support digitisation of SMEs,European Parliament,November 202212 Amid challenging

150、conditions,emerging designers get boost from French culture minister,Vogue Business,18 January 202313 An Introduction to Online Platforms and Their Role in the Digital Transformation,OECD Publishing,Paris,OECD 201914 E-commerce statistics,Eurostat“One of the greatest challenges for a small brand is

151、to conquer credibility and trust,”says Daiane Lopes Dias,co-founder of Moderna&Slim,a young but rapidly growing fashion label in Brazil that was recently granted Fashion store”status on the SHEIN marketplace.Daiane feels that SHEIN provided a boost to her brands credibility and helped accelerate its

152、 growth,in what is traditionally an industry which is challenging to break into and succeed in.Daiane and her husband and co-founder Joao Paulo Galvo started their business in 2019 in Sao Paulo with a vision to democratise access to fashionable clothing in their native Brazil.They studied fashion an

153、d fabrics in their spare time and set up the business in the evenings and weekends alongside their busy career-jobs,operating out of the back room of their marital home in So Paulo.After gaining traction with some major online retail platforms,they soon outgrew their apartment and had to quit their

154、jobs and secure commercial space to continue their operations.The Covid-19 pandemic stimulated a surge in demand for online shopping as millions more Brazilians were introduced to the benefits of online shopping for the first time.The company was approached by SHEIN with an invitation to join its na

155、scent marketplace platform for local fashion producers to market their own lines of clothing.The company has grown from producing 50 orders a day with three temporary production workers to employing a 40-strong body of staff,with in-house production delivering more than 2,000 orders per day.Joao Pao

156、lo recalls that when they started,he would carry bags of fabric into the sewing room from his car.“Now we produce more than 6 tonnes of fabric per month,in-house,to make our operations more cost-efficient and maintain price-competitiveness.”The entrepreneurial couple put their success on SHEIN marke

157、tplace down to three factors.The first is the platforms product performance insights and trend-intelligence tools,which provide real-time information on best-selling items and intelligence to inform their product range and price points.The second is SHEINs positive reputation in Brazil,with more tha

158、n 54 million downloads,behind only Instagram and TikTok.“People come to the app expecting a nice purchasing experience,knowing that theyll get a lot of information and very relevant product suggestions,based on their own tastes.”,explains Daiane.And thirdly,its the credibility it offers to small,nas

159、cent brands to reach a wider audience.“Customers stay a bit longer and might spend more.So thats valuable for small brands like ours when were trying to establish a customer base.”Case Study:Moderna&Slim2829The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EU3.2.1 Enhanced cr

160、edibility and market reachAmong young designers and artists,new entrants into the online retail industry face diverse challenges such as a lack of brand recognition and online presence,access to customers,and available capital for investment,relative to other well-established enterprises in the mark

161、etplace.The co-founders of Moderna&Slim,an up-and-coming fashion retail brand in Brazil,felt that their partnership with SHEIN Marketplace gave them credibility as a small business when they joined in 2022(See Case study-Moderna&Slim).For many smaller retailers,establishing a digital shopfront and g

162、aining access to SHEINs customers across a wide range of demographicsincluding Gen Z and Millennialsprovides an opportunity to tailor their offerings to the preferences and demands of younger consumers.Hotan Mirzakhani,who set up womens clothes retailer Lunii in Sao Paulo,Brazil,applied to join SHEI

163、N Marketplace after finding it hard to establish an online shop.His application was approved within a week and,within two months,Lunii had made its first sale on the platform(See Case Study-Lunii).3.2.2 Enabling demand-driven decision making In the EU fashion market,the development of new innovative

164、 digital solutions has facilitated the incorporation of demand-driven decision making within the sector.Goods and services are increasingly tailored to customer preferences and focused on customer experience.The rate and efficacy with which EU fashion and lifestyle retailers adopt such tools is one

165、part of the bigger challenge of competitiveness in a rapidly evolving global marketplace.It is a particularly pertinent challenge for MSMEs,for which digitalisation and technology adoption are often cited as the biggest challenges to growth.Daiane Lopes Dias,co-founder of Moderna&Slim,highlighted ho

166、w customers today expect personalised and relevant suggestions when they shop online.She felt SHEINs app and dashboard help the business remain competitive through the real-time insights on sales and price points.The SHEIN Marketplace provides digital tools to help businesses make more informed deci

167、sions.Sellers on the Marketplace have access to real-time insights into consumer trends and purchases,and the opportunity to learn from SHEINs on-demand production and demand measurement capabilities.Access to such insights helps these businesses understand their customer preferences and cater to th

168、em accordingly.Giovalli Jeans,a fashion import and distribution business in Mexico,joined SHEIN Marketplace as a means to embracing new digital retail pathways.Its owner,Jacobo Jassand,says this included a sophisticated dashboard that allowed him to monitor consumer trends such as colour and size pr

169、eferences and regional demand.He says the insights were invaluable including the discovery that 60%of its Marketplace sales originated from outside Mexicos major cities where there was significant demand for affordable fashion.(See Case Study-Giovalli Jeans).Hotan Mirzakhani from Lunii echoed this s

170、entiment,highlighting how the regular feedback from SHEIN and customer reviews allows his style team stay attuned to customer needs and continuously improve their products.(See Case Study Lunii).The proliferation of online marketplaces also has benefits in the longer run,supporting productivity and

171、encouraging innovation.Research by the OECD in 2021 found a close association between the prevalence of online platforms and firm-level productivity,due in part to the expansion of business opportunities that online platforms enable,particularly so for SMEs.15 3.2.3 The opportunity to expand operati

172、ons,at paceSHEIN Marketplace has had success in helping small enterprises scale their businesses rapidly,which augments the platforms economic footprint in each market.Online selling platforms are advantageous because they help reduce transaction costs and improve coordination and information flows

173、between buyers and sellers.As Jacobo from Giovalli Jeans explained:“We see a future here because before SHEIN we werent able to go directly to customers and we were dependent on retailers to grow.With SHEIN,we have good computer systems,good logistics,a good team,and we can be of value to the custom

174、er directly.We are successful on the platformwe want to keep sales growing and want to be really,the top sellers.”Platforms also tend not to require large amounts of upfront capital investment and allow participants to scale their operations quickly and cost-effectively,in response to market demands

175、.This is especially empowering for small businesses.As Hotan M.from Lunii highlighted,their traditional brick and mortar operation meant rapid business growth was not viable for them.“There was a need to pivot to e-commerce and explore digital strategies to grow.And now with the support provided by

176、SHEIN Marketplace,the business has grown tremendously”,shared Hotan.Overall,the benefits to entrepreneurs from access to new markets and data-backed decisions that marketplaces provide transcend geographies.As the SHEIN Marketplace grows in the EU,fashion companies which are most often micro and sma

177、ll enterprises can also stand to experience similar benefits.15 The Digital Transformation of SMEs,Studies on SMEs and Entrepreneurship,OECD 20213031The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EU“Its like were part of something bigger(an ecosystem).Thats the key differe

178、nce between SHEIN and others.”-shared Jacobo Jassand,the owner of an importing and distributing business,Giovalli Jeans.Hailing from Mexico,Jacobo Jassand is no stranger to the fashion industry.Since embarking on his career at the age of 25,he has garnered extensive experience,overseeing a medium-si

179、zed enterprise that specialises in the import and distribution of fashion goods across Mexico.However,after significant disruption to his conventional business model,including the COVID-19 pandemic,Jacobo recognised the need for a strategic shift.SHEIN Marketplace presented itself as an opportunity

180、for Jacobo to embrace digital pathways to success in the retail industry.Since joining the SHEIN Marketplace,his retail business on the Marketplace has grown rapidly and he now hires six full-time staff.A major advantage of the platform is the newfound ability to reach consumers directly,thereby eli

181、minating the need for intermediary retailers.This direct connection offers greater flexibility in product offerings,free from the constraints of retailer-imposed fashion trends.Additionally,the SHEIN Marketplace platform provides a suite of functionalities,including a sophisticated dashboard that al

182、lows Jacobo to monitor key consumer trends such as colour and size preferences and regional demand.These insights,which would have otherwise remained elusive,have proven invaluable.For instance,Jacobo discovered that 60%of his SHEIN Marketplace sales originated from outside Mexicos major cities,reve

183、aling a significant demand for affordable fashion in these areas.Jacobo firmly believes that SHEIN Marketplace will continue to be a crucial component of his companys strategy moving forward and is looking to collaborate with other enterprises in Mexico to increase its product offerings on the platf

184、orm.The enterprise aims to increase the contribution of SHEIN Marketplace to its total sales from 5%to 20%by the end of this year and double the headcount to manage its presence on the online platform.“From the earliest days of our company,we saw strong demand from retailers around the country for w

185、hat we were creating.But Brazil is a big placeand reaching those customers via our own website was hard and slow-moving.Through SHEIN,our clothes now reach women across the country”-Hotan Mirzakhani,the owner of a Lunii,a clothing line fusing European and Brazilian fashion styles.Hotan Mirzakhani mo

186、ved to Brazil from his native Sweden in early 2022.With an interest in fashion and bursting with ideas,he worked with local partners to produce his own clothing line.From the beginning,he had a strong vision for the brand,Lunii,producing sexy and elegant clothing wear for young people at an affordab

187、le price.The business started small,renting a spot in a wholesale clothing market in the heart of Bras,Sao Paolo and selling to wholesalers from around the country.Hotan wanted to establish a physical presence,in part,to meet with customers and hear their feedback.It was clear the clothing line was

188、hitting a popular niche.“In the little stall we were launching two new products a week and they were selling fast.But that meant we always had to be three steps ahead in design,because even as the sales volume was growing,our customers were expecting to see new items every time they came by”,explain

189、ed Hotan.In November that year,a SHEIN live video on YouTube caught his attention,and he applied to join the SHEIN Marketplace.Within a week,the application was approved;and within two months,Lunii had made its first sale on the platform.From there,the brands growth on SHEIN was exponential.Within a

190、 year,they were servicing 30,000 orders per month hiring a specialist team in Sao Paolo and sourcing 100%of their production locally.The brand has subsequently opened a second SHEIN store,Lunii Elegante,and established it on the SHEIN Fashion Store,a portal for more exclusive product ranges.Hotan at

191、tributes the companys transformational success on SHEIN to two factors.The first is the creative independence that SHEIN gives to its partners.Lunii is a company with a strong sense of its brand,producing innovative clothing with a commitment to quality and taking great care with photography and pre

192、sentation.Unlike on other Brazilian e-commerce platforms,SHEIN offered the independence to showcase the brand as he saw fit.The second factor is SHEINs first-class feedback system.Just as in the early days of client-interaction via their small stall in Bras,Hotan wants to learn from his customers wh

193、at works and what doesnt.“We meet every month with our style team about the insights and feedback from clients on SHEIN.What is selling?What do our customers think of our products?From the five-star reviews to the negative feedback,because that is how we can improve”,shared Hotan.Empowered by such i

194、nsights,Hotan remains ambitious.He envisages further expansion within the SHEIN ecosystem,tailoring the unique brand to the diverse needs and niches of different segments of the Brazilian market,and beyond.Case Study:Giovalli JeansCase Study:Lunii3233The economic impact of SHEIN in the EUThe economi

195、c impact of SHEIN in the EUConclusionThe retail sector in the EU is rapidly evolving.Changing consumption patterns and new,intelligent,sales technologies are transforming one of the continents oldest and most celebrated sectors.Fashion retailers in the EU operate within a global context,so it is imp

196、erative for them to adapt to the latest trends and technologies or be left behind.Policymakers within the EU have been cognisant of these trends and are adjusting the policy landscape accordingly.Most recently,the European Commission set a series of digitalisation targets for 2030,including goals fo

197、r 75%of companies to use the cloud,AI,or Big Data,and 90%of SMEs to adopt digital tools.SHEINs operations in the EU,as explored through its operations in France,Italy and Poland generate an economic impact that is amplified by its engagement with local enterprises in the wider economy.SHEINs expansi

198、on into the EU market can further support the retail sector,serving as a catalyst to the industrys digitalisation.The enterprises investment in intelligent,automated processes,and insights-driven customer engagement are not only boosting productivity but also creating new opportunities for talented

199、young designers and small,local SMEs to gain access to the fashion industry and grow within it.A 2021 study by the OECD notes that productivity benefits from online marketplaces are more pronounced when there was competition among online marketplaces in line with the EUs Digital Markets Act and Digi

200、tal Services Act that govern large digital platforms to ensure competition as well as consumer protection.Collectively,SHEIN and its partners have the potential to help the European Unions retail sector evolve and progress towards the Commissions 2030 digitalisation targets in the years to come.4343

201、5The economic impact of SHEIN in the EUThe economic impact of SHEIN in the EUAppendix 1:Economic impact Inputs to the economic impact modelSHEINs total economic impact is the sum of three channels of economic impact,which were estimated based on proprietary data obtained from SHEIN on sales and comp

202、ensation of employees in France,Italy and Poland,secondary data from sources such as official national statistics,Eurostat and OECD.The direct GDP and employment contribution of SHEINs sales in the EU were estimated based on sales data obtained from SHEIN,combined with industry ratios for the retail

203、 sector from national input-output tables,plus insights from Eurostat for online platforms,to determine the gross output and gross value-added for the sector.Oxford Economics proprietary Global Economic Impact Model was used to trace the impact of SHEINs indirect and induced impacts on economic acti

204、vity in the French,Italian and Polish economies.This is a bespoke inter-country Input-Output model covering 185 countries across the world,which incorporates operating and capital expenditures and compensation of employees as key inputs to estimate the indirect and induced impacts.Estimates of SHEIN

205、s total spending with local service providers are derived based on the production approach to GDP estimation,in which the spending value is represented as the difference between the gross output and direct GDP impact estimated earlier.This local spending is then disaggregated into specific industrie

206、s using spending profiles from the OECDs input output tables for the retail sector in each country.Given the presence of the distribution hub in Poland,proprietary data on capital expenditure was also included.To model the induced channel of impact,proprietary data from SHEIN on compensation of empl

207、oyees was used.Wages were split by spend category based on industry averages from the OECD and United Nations databanks.All three channels of impact together form the total economic impact of SHEINs operations in the EU.In this EU report,economic impact results presented on the EU-level are based on

208、 a summation of economic footprint across three EU countries Italy,Poland,and France.These figures do not consider trade flows between the three countries.Appendix 2:Key demographics of SHEIN X survey respondents For the purposes of this study,we surveyed a large pool of SHEIN X designers and artist

209、s.Our sample of 148 was sourced from around the world,with 59%from South America,17%from North America,14%from Asia,and 9.5%from Europe(including the United Kingdom)(Fig.11).Our sample was intended to provide an international perspective but does not mirror the distribution of SHEIN X designers and

210、artists around the world,the bulk of whom are based in the United States.Fig.11.SHEIN X survey respondents by region of SHEIN X registration Respondents had a varied profile of industry experience.Some 41%of the respondents reported having fewer than six years of experience,30%had six to 10 years of

211、 experience,and a further 28%more than 10 years(Fig.12).Those with fewer than six years of experience were less likely to have any relevant formal qualification(64%),compared to those who had worked in the industry for longer(83%).These respondents are also more likely to be aged between 18 and 24,w

212、hile majority(79%)of respondents in the survey are aged between 25 and 49.As for the nature of their partnerships with SHEIN,individual designers accounted for the vast majority(93%)of respondents.The remainder had joined via their company instead.Most of these designers also collaborated with the p

213、latform in 2023 and launched multiple collections via SHEIN X in a year.Respondents designed across a range of product categories,with womens apparel the most popular,in line with the breakdown of SHEIN X sales.Other popular product categories reported by survey respondents included apparel accessor

214、ies(59%of respondents designed for this category),cell phones and accessories(38%),and mens apparel(29%).Fig.12.SHEIN X survey respondents by years of design experienceSource:Oxford Economics,SHEIN59%17%14%9%S.AmericaN.AmericaAsiaEuropeQ6:In which country are you registered with SHEIN X?Note:Numbers

215、 do not sum to 100 due to rounding.Share ofrespondents,by region ofSHEIN XregistrationSource:Oxford Economics,SHEIN6-10 years10+yearsQ1:For how long have you been a designer/artist?Note:Numbers do not sum to 100 due to rounding.9%32%30%28%Less than 2 years2-5 yearsShare ofrespondents,%Global headqua

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