SHEIN Creates Hits Through Real-Time Trend Analysis and 'On-Demand Production'

SHEIN, a global online fashion and lifestyle brand, participated in "KANSAI COLLECTION 2026 SPRING & SUMMER," one of Japan's largest fashion events, held on April 5, 2026.

Beyond mere event sponsorship, SHEIN deploys its unique 'on-demand production model' to accurately reflect real-time fashion trends from the front lines, such as the venue and social media, into the domestic market. As a result, attention to related items surged, originating from the event, with sales of specific items showcased in the "Mori Girl" segment increasing by 91%. Furthermore, search volumes for the two featured trend keywords, "Balletcore" and "Mori Girl," both increased by 50%, and the purchase rate (conversion rate) on a special page improved by a remarkable 136%.

This release reveals the "mechanism for creating hits" behind SHEIN's strong support from Japan's Gen Z.

Balletcore Stage <Mumei> Balletcore Stage <Momona Matsumoto> Mori Girl Stage <Miyu Kaneko>

Linking Social Media Enthusiasm and Purchases Originating from Kansai Collection

At this stage, the latest looks themed around this season's trends, "Balletcore," "Mori Girl," and "Y2K," were unveiled. Fifteen glamorous models, including Sakura, Neo, and Shinako, who are immensely popular among Gen Z, appeared wearing SHEIN's latest items, presenting a dazzling runway for approximately 7 minutes. They proposed styles recommended for Spring/Summer, receiving a significant response from Japan's youth.

Notably, the fervent reactions on social media did not end as a temporary boom but directly led to actual purchasing behavior.

Overwhelming Spread on Social Media

Show venue snapshots for media posted on official social media garnered over 10 million views through organic reach. Runway snaps posted on influencer social media accounts also surpassed 1 million views, becoming a major topic.

Conversion to High Purchase Rate

Against this backdrop of immense reaction, a special page linked to the stage, created within the official app and website, achieved an extremely high purchasing effect, with the purchase rate (conversion rate) of visiting users increasing by 136%.

Fusion of Real-Time Trend Analysis and the 'On-Demand Production Model'

By capturing real-time fashion trends and consumer feedback from the front lines, such as the venue and social media, SHEIN makes relatively accurate predictions, which then inform subsequent product and product line styles, positioning, and planning. The results are then incorporated into the product development and new product launch processes.

Indeed, during the event and promotion period, search volume for related trend keywords on the site increased by 50%. This market trend was also timely materialized through SHEIN's 'on-demand production model,' achieving timely marketing that perfectly matched the needs of Japanese users.

Unique 'On-Demand Production Model' Enabling Productization at the Right Time

Emerging trends identified through real-time market feedback are brought to productization at the appropriate time, relying on SHEIN's greatest strength: the 'on-demand production model.' Instead of mass production based on prior forecasts, it captures subtle market reactions and begins production in small lots of 100-200 items. A system is in place to appropriately add production or make adjustments as needed.

This allows products to be delivered to users at the moment of highest trend interest. This system, which produces "what is needed, when it is needed, and only as much as is needed," minimizes the risk of surplus inventory and simultaneously achieves sustainable practices by reducing environmental impact (waste) while enjoying cutting-edge fashion.

The "Virtuous Cycle of Spread and Purchase" Where Social Media Diffusion Generates Purchases and Leads to Further Sharing

A major factor supporting SHEIN's growth is its unique virtuous cycle centered on social media: users see the latest trends on stage, which spread on social media, are immediately checked and purchased on the SHEIN app, and then users post the received items back to social media.

At this Kansai Collection, the items worn in the "Mori Girl" stage, which quickly became a topic on social media, resulted in an astonishing 91% increase in sales.

This method, which combines "real-time analysis" deeply rooted in the insights of Japanese users, the 'on-demand production model,' and the "social media virtuous cycle," has become established as a mechanism for continuously creating hits in Japan's rapidly changing fashion market.

About SHEIN

SHEIN is a globally operating online fashion and lifestyle brand. It offers apparel products under its original brand and a diverse range of items in partnership with suppliers worldwide at affordable prices. With a mission to deliver the appeal of fashion to everyone, it promotes a cutting-edge on-demand production system, aiming for a smart and forward-looking fashion industry.

Company Profile

Company Name: ROADGET BUSINESS PTE. LTD.

URL: https://jp.shein.com/

Corporate Site URL: https://www.sheingroup.com/

Instagram: https://www.instagram.com/shein_japan/

LINE Official Account: https://page.line.me/142khvkx

App Download Fee: Free

App Download URL: https://shein.top/aky6icg

Supported OS: iOS/Android