Shein, More Than Just "Shopping": Digital Brand Promotion Strategies Through an Analysis of Shein's Profiles in Brazil (@sheinbrazil) and Micro-Influencer Duda Dutra (@bydudadutra)
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Abstract
Rapid e-commerce growth in Brazil, especially after the COVID-19 pandemic, has transformed consumption patterns, and the online fashion sector has been outstanding. In this context, Shein, a Chinese retailer, has established itself as a sales leader, surpassing traditional Brazilian brands. This study aims to analyze Shein's digital brand promotion strategies in Brazil, using TikTok as a basis. The choice of this topic is justified by the relevance of e-commerce in the contemporary digital economy and the rise of brands that operate exclusively online. This is a qualitative study based on case studies and content analysis. It examined 57 videos posted on two profiles on the platform, which were Brazil’s official Shein profile and a fashion microinfluencer’s profile. That analysis identified six main categories of persuasive strategies used to promote the brand: “shopping hauls,” “what I ordered vs. what I received,” “announcements/ celebrity dates,” “looks,” “products received,” and “celebrity partnerships.” Results point to intensive use of user-generated content, influencer partnerships, and the exploration of viral formats as key elements for engagement and consumption motivation. It is concluded that Shein's strategic performance on social media, especially on TikTok, strengthens its presence in the Brazilian market and exemplifies new forms of digital communication and consumption.
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