Explore SHEIN's Brand Image and Develop Brand Communication Strategies from the Perspective of Brand Communication - Based on the Data on YouTube

This paper investigates the Brand Image of Shein, an international fast-fashion platform, via the analysis of comments from YouTube. The analysis based on the MDCOR software concludes the thousands of comments representative of the brand image through a select amount of the most representative comments. The comments are inputted into Wijayas theoretical model on brand image. The result concludes Sheins Brand Image is primarily negative and is associated with undesirable elements such as fast fashion, poor value, and labor right violations. Failures to address such elements have severely decremented the brand image. Such results are consistent with other user feedbacks we find on other social media platforms, including Reddit and Twitter, where users have reported that above mentioned elements have discouraged them from using the platform. The findings in this work provide insight into Fast Fashion, an emergent e-commerce business model, and evaluate the detriments of existing e-commerce platforms to accommodate this business model.