SHEIN Unveils Consumer-Centric Initiative to Enhance Customer Engagement and Feedback

SHEIN's Consumer-Centric Declaration: A Step Towards Enhanced Customer Engagement

In an effort to fortify its connection with consumers, SHEIN Group, a global online fashion and lifestyle brand, has launched a new initiative aptly named the "Consumer-Centric Declaration." This announcement was strategically timed to coincide with Japan's Consumer Month in May, as organized by the country's Consumer Affairs Agency. The new declaration aims to respond to the needs and feedback of Japanese customers through committed dialogue and actions.

Since its inception, SHEIN has sought to prioritize customer needs, opting for a business model that encourages both accessibility and satisfaction. With services spanning over 150 countries and regions as of May 2025, SHEIN is devoted to making fashion not just a privilege but a universal joy.

What is the Consumer-Centric Declaration?

This declaration supports the Consumer Affairs Agency's policy to promote consumer-focused management and initiatives. By officially aligning its practices with this declaration, SHEIN commits to the following ongoing efforts:

- Actively listening to customer feedback to improve product offerings.
- Providing products that enable personal expression.
- Supporting independent designers.
- Establishing high standards for product quality and safety.
- Encouraging customers to engage in sustainable practices.
- Complying with regulations in close collaboration with various governments and regulatory bodies.

SHEIN's Guiding Principles

Mission

SHEIN's mission is straightforward: to make the beauty of fashion accessible to all. Since the brand's establishment in 2012, it has dedicated itself to offering a diverse range of affordable fashion and lifestyle products that cater to the preferences and needs of its customers. Moreover, SHEIN supports the designers and partners within its ecosystem while advocating for important initiatives in the communities where it operates.

Customer Interaction and Development

1. Responding to Customer Needs: Through a demand-driven business model, SHEIN tests new products by introducing them in limited quantities (100-200 items) based on feedback and product performance. Once popularity is established, bestsellers are restocked. This not only minimizes waste but also reduces costs at various levels of business, allowing for more affordable pricing for customers.

2. Enabling Self-Expression: SHEIN's consumer community thrives on self-expression. The demand-driven model allows customers to build wardrobes that reflect their individuality using a variety of items. Offers extend beyond apparel to include home goods and beauty products. For the Japanese market, localized sizing options and tailored sub-brands like "FRIFUL" are provided to ensure better fits.

3. Fostering Close Communication: SHEIN values dialogue with customers. It seeks to incorporate feedback into product and service improvements to create an unmatched shopping experience. Customers can reach out through live chat, email, text messaging, or social media support available in 24 languages, including Japanese.

4. Integrating Customer Feedback into Development: Each product page features star ratings and open-ended reviews by customers, ensuring transparency. This feedback is analyzed internally to improve product development, including mannequin adjustments and zipper quality upgrades.

5. Ensuring Quality and Safety: Client safety and health take precedence for SHEIN. Rigorous spot checks on delivered products encompass not just aesthetics and texture but also strength, pilling, color retention, and chemical safety. All apparel adheres to a regulatory substance list, with new materials like PFAS added as restricted in 2023. Quality concerns raised through customer service are promptly addressed by the quality management team.

6. Supporting Independent Designers: Through the SHEIN X program, SHEIN aids independent designers in building their brands, supporting over 5,300 global artists and designers from product development to logistics. Designers earn royalties from sales and maintain their intellectual property rights.

7. Promoting Circularity: Recognizing the importance of collaborative efforts in achieving a circular economy, SHEIN offers customers ways to engage in sustainable practices. Programs like SHEIN Exchange in the U.S., U.K., France, and Germany allow customers to buy and sell SHEIN products. In Japan, the "SHEIN Again" campaign collects used clothing at SHEIN TOKYO showroom to donate to NPOs.

8. Enhancing Corporate Governance: SHEIN adheres to global regulations, working closely with governmental authorities. The company supports principles related to human rights, labor, environment, and anti-corruption set forth by the United Nations Global Compact, holding its suppliers to the same standards.

Conclusion

SHEIN's Consumer-Centric Declaration is not merely a statement; it is a commitment to better serve its customers while promoting sustainable practices and quality. By listening to voices from the community and taking decisive actions, SHEIN is paving the way to a more conscientious fashion industry.

For more about the Consumer-Centric Declaration, visit SHEIN Japan and explore its initiatives.