This data-driven fashion strategy by Shein is not small news. The brand also gets information concerning what the customers need and therefore delivers this. It follows a browser’s activities, buying patterns, and social networking preferences. This enables Shein to come up with and create garments in response to the current trends within a short time. By employment of data, Shein is able to forecast what will trend. It minimises instances of materials that may not be sold. This strategy makes the brand efficient and quick to respond to the market. In doing so, it enables Shein to better maintain an understanding of trends to serve the clients than many competitors.

However, one gets questions with this approach. The flow of data is intensive, moreover, it concerns the violation of privacy rights. Customers might not be aware of the extent of information that Shein gets. There are those customers who are concerned with the use and processing of their information for advertising purposes. Some others worry that it may be disclosed to other persons. To that end, Shein has to make sure that its processes are transparent. The customers need to know what information is to be gathered and how it is to be utilized. In the worst-case scenarios, these concerns may harm the brand, potentially adversely affecting the firm’s results. If anything is sacred in the digital age, it is trust, which Shein cannot afford to mishandle.

One way in which fashion is influenced by this strategy is by reconstructing the fashion itself. Shein’s quick action to data makes the consumers engage in a cycle of constant consumption. New styles are there all the times which basically resulted into more shopping. This may lead to more emissions and harm to the environment Thus, the recommendation that virgin fiber resources should be used and old resources recycled so that more efficient and effective use is made of the scarce resources. Lauding data-driven fashion, some critics suggest that the latter leads to overconsumption. They are concerned with the resultant consequence on the earth. This is especially seen on Shein whose growth is evidence that data supremacy is the future of fashion. However, it does point up the need for appropriate utilisation of the given type of thinking. In my opinion the future of will be conditional with innovation and ethical dilemmas. Shein is already fashion’s future, but it needs to think about that future very carefully.