About this ebook
SHEIN has changed how India shops for style—offering fast fashion at breakneck speed, targeted marketing, and data-driven assortments that fuel constant new arrivals. In SHEIN in India: Fast Fashion, Consumer Trends, and the Future of Online Retail, Pravesh Gupta explores what’s behind the brand’s rapid rise and how it reshaped consumer behavior across cities and tiers of Indian society. From mobile-first discovery and influencer ecosystems to pricing psychology, trend cycles, and the “always-on” expectation of new products, this book connects digital retail mechanics with real-world buying decisions. Gupta breaks down key consumer trends driving online apparel demand, including value seeking, personalization, social proof, and convenience—while also addressing the larger implications for the retail industry. Readers will learn how fast fashion influences expectations around speed, variety, and affordability, and what challenges and opportunities this creates for brands, marketplaces, regulators, and traditional retailers adapting to e-commerce. Whether you’re a student of marketing, an ecommerce professional, a retail analyst, or simply curious about how global fashion platforms operate in India, this book offers a clear, insightful look at the future of online retail. It’s a practical and thought-provoking guide to the forces transforming fashion commerce—and what they may mean next.
SHEIN has changed how India shops for style—offering fast fashion at breakneck speed, targeted marketing, and data-driven assortments that fuel constant new arrivals. In SHEIN in India: Fast Fashion, Consumer Trends, and the Future of Online Retail, Pravesh Gupta explores what’s behind the brand’...
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About the author
Pravesh Gupta is an author and researcher focused on digital commerce, consumer behavior, and the evolving dynamics of retail in India. His work examines how technology, pricing strategies, and marketing ecosystems shape what people buy—and why. By connecting on-the-ground consumer trends with broader industry change, Gupta offers clear insights for readers in academia and industry. He writes to bridge practical retail questions with the bigger story of how online platforms are redefining modern shopping.
Pravesh Gupta is an author and researcher focused on digital commerce, consumer behavior, and the evolving dynamics of retail in India. His work examines how technology, pricing strategies, and marketing ecosystems shape what people buy—and why. By connecting on-the-ground consumer trends with br...
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