Shein uses algorithms to produce what customers want, Watson said. “We do small batch production,” she explained. “We have many stockkeepingunits, but only make very few units per sku, about 50 to 100 pieces at a time. Then we guage market response and respond with larger production to meet demand, if warranted. We’re very targeted and actually only produce as many as needed.
“The sustainable strategy just launched recently, in a very public way,” Watson said. “We’re using better materials and taking care of people in the supply chain. This partnership is part of our larger sustainability journey. We don’t shy away from the fact that we’re new to the sustainability journey. We’re accelerating sustainable innovation.”
Queen of Raw's impact measuring algorithms, were developed with the support of Solve Innovation Future at the Massachusetts Institute of Technology. Solve has diverted 1 million yards of fabric from excess inventory, which would set Shein on the trajectory of becoming one of the global leaders in repurposing deadstock materials, helping conserve water and preventing the creation of carbon dioxide equivalents that would have been generated through conventional production methods.
Because Shein sells online only and operates no physical retail stores, it can be very flexible, Watson said. “Making fabric is not an exact science. Waste is built into the way companies produce fashion.”
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