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SHEIN Select – Rebuilding Trust Through Innovation & IP Responsibility
Project type
Intellectual Property & Copyright Infringement | Fashion & E-Commerce
Objective
Analyze a brand facing IP challenges and propose innovative strategies to enhance brand integrity, consumer trust, and ethical practices.
This case study addresses SHEIN’s ongoing issues with intellectual property infringement, a rising concern among indie designers, legal entities, and conscious consumers. Despite SHEIN’s massive success in digital fashion retail, their reputation has been undermined by multiple lawsuits—including a 2023 RICO case—accusing the brand of design theft.
To reposition the brand and restore credibility, we proposed SHEIN Select, a revitalized designer incubator program backed by a Creator Fund. The strategy includes:
* AI-powered design screening
* IP traceability
* Transparent royalty structures
* Legal advisory support for collaborating creators
The campaign rollout spans three phases—awareness, recruitment, and engagement—and utilizes influencer marketing, UGC, and direct consumer-designer interaction via SHEIN's digital channels.
This initiative not only mitigates legal and ethical risks but reframes SHEIN as an advocate for creative originality and responsible e-commerce, connecting with Gen Z and Millennial audiences who value authenticity, innovation, and brand integrity.
