The ‘Secret Sauce’ That Helps Shein Predict the Next Hot Trend Has Nothing To Do With AI, Company Exec Says

Shein, a major fast-fashion player, has harnessed technology to identify trends and capitalize on demand. While often thought to heavily rely on AI to predict trends, the company's global head of strategy and corporate affairs, Peter Pernot-Day, revealed that Shein primarily uses audience-engagement technology to gather data from its site and app, similar to social media platforms like TikTok or Instagram. Shein's unique approach lies in its "on-demand" model that projects demand for products and initiates small production runs, leveraging digital audience engagement technologies and a digital-first supply chain to quickly respond to trends and demands.