Shein Reliance Union - An Inspiration Unlocking Endless Possibilities for Chinese Fashion Labels in India

Abstract

A great way to expand business , whether in fashion or otherwise, adopting strategies like collaborating with the leading brands turns out to be fruitful for many labels across the world. The study investigates brand collaborations between India and China over the years and delves deeper into the fashion industry. The purpose is to measure the importance of these collaborations and learn as to how they can prove to be important confidence building measures for the new startups emerging in the industry .The case study centres around one such brand namely - Shein- a brand who has gained immense popularity in the Indian market. It also dives down into the performance of famous Chinese fashion labels - Bosideng and Anta in the Chinese market and what potential they can hold if they enter the Indian market.