Forever 21 Benefits From its Shein Strategic Partnership, But Shein Gets the Bigger Slice. Here’s Why.

 

In the retail fashion industry, strategic partnerships are key, especially in the fast fashion sector. A recent alliance between Shein, an emerging e-fashion giant, and Forever 21, a well-established brand, exemplifies this trend. This strategic partnership represents a significant shift in the global fashion industry. Shein, which began as a modest Chinese apparel merchant, has rapidly evolved into a global powerhouse, now valued higher than Zara and H&M combined.

The partnership between Shein and Forever 21 presents numerous opportunities. It raises critical questions about the partnership’s impact on Shein venture into the U.S. market and the enhancement of Forever 21’s existing strengths. What kind of synergies will this alliance bring forth in terms of market penetration and mutual capability enhancement? Can this strategic partnership enable both entities to leverage their strengths more effectively, thereby securing a more dominant position in the fast fashion sector?

Dr. Ying Huang, Professor of Marketing & Acting Chair of MEI at The University of Massachusetts Lowell, analyzes the recent strategic partnership between Shein and Forever 21. She acknowledges the mutual advantages but emphasizes that Shein appears to gain more from this collaboration. Dr. Huang delves into the strategic aspects of this alliance, particularly focusing on how Shein’s position is bolstered in the competitive landscape of the retail fashion industry, potentially more so than Forever 21’s.

“I see this partnership more the other way around, helping Shein to enter the U.S. market, not necessarily helping Forever 21 because Forever 21 is already in the Chinese market,” Huang said.

Article written by Sonia Gossai

Follow us on social media for the latest updates in B2B!

Image

Latest

mental health
AI for Mental Health Support: How Kai Blends Human Empathy with Technology to Close the Care Gap
October 23, 2025

The mental health crisis has reached alarming levels across the globe. Rates of anxiety and depression continue to climb, with the World Health Organization is estimating that one in eight people worldwide now live with a mental health disorder. At the same time, access to care remains limited — especially for young people and…

Read More
security
Bringing Security into the Blueprint: How Early Collaboration Builds Safer Spaces
October 23, 2025

Too often, security is treated as an afterthought — something added once a building is nearly complete. On Security Sessions, Paula Balmori Beltrán, Global Director of Security Design and Integration at Brivo, talks with Brian Petruzzi, Head of Global Services Design, Engineering, and Construction at Meta, about why that needs to change. Petruzzi emphasizes the…

Read More
John Giddings
Bridging Circuits and Classrooms: How John Giddings Inspires the Next Generation of Tech Leaders
October 23, 2025

Silicon Valley’s story has always been about people as much as technology — the engineers, entrepreneurs, and dreamers who turn abstract science into world-changing innovations. Now, as the semiconductor industry drives a new wave of growth through renewable energy and AI, its roots in human ingenuity are more relevant than ever. According to the Semiconductor…

Read More
SMB
Big-Brand Marketing, SMB Scale: Start with Strategy, Build on Trust and Measure What Matters
October 22, 2025

Small and medium businesses (SMBs) are facing a defining paradox in today’s digital marketplace. Access to powerful marketing technologies — from automation and CRM platforms to AI-driven analytics — has never been greater, yet cutting through the noise has never been harder. According to Salesforce’s Digital Marketing Guide for SMBs, even as these tools…

Read More