Case Study: Global fashion e-tailer SHEIN has expanded to Singapore and the Southeast Asia region, with a new hub based in Singapore.

The brand focuses its expertise in marketing to Gen Z, and aims to set itself apart with a strong social media marketing strategy featuring influencer campaigns on all social media platforms. It cited its presence on TikTok as fuel for growth, revealing that it has over 1.9 million followers on its official TikTok account, with over 14.9 million likes.

The brand also encourages user-generated content to connect with its shoppers on platforms such as Instagram, YouTube and Tiktok using the hashtag #SHEINgals. SHEIN hopes that through these platforms, shoppers can share their looks and hauls, and form a strong community of #SHEINgals consisting of fans of the brand.

According to SHEIN, it has experienced positive growth with a community of about 100 million members and approximately 230 million app downloads globally since its launch more than a decade ago in 2008. It carries a wide range of products where new items are introduced online daily, and caters to a diversified group of customers at an affordable price, said the brand. With consumer's preferences constantly evolving, SHEIN aims to be able to match the ever-changing shifts swiftly and engage consumers through its wide selections of product offerings.

As part of its marketing strategies in the region, SHEIN will still focus on its niche, digital and influencer marketing.

SHEIN's spokesperson said it focuses more on social media as they are channels that can help the brand capture its target audience who are on social media. When asked why it is focusing on platforms such as Instagram, YouTube and TikTok, in particular, the brand said social media is the main source of where most consumers get their information from in this day and age and it helps to shape their purchasing decisions.

Aside from social media, user generated content (UGC) such as SHEIN hauls is also another main channel that has been effective in raising awareness among consumers. SHEINhauls allows consumers to give feedback on its products and the buyers hail from different backgrounds and markets. Their reviews are also made available on SHEIN's website and social media channels, making it accessible for anybody worldwide. "This has formed a community globally where conversations about their hauls are naturally generated, increasing brand awareness," the spokesperson said.

This question is asking you to discuss the use of social media influencers and user generated content (UGC) as strategies to reach SHEIN's target consumers. In that pursuit, answer the following:

Given that there are pros and cons in using influencers and user-generated content (UGC), analyse if SHEIN should focus only on these forms of strategy to reach its target consumers. Why or why not?