SHEIN’s Black Friday Look Back

 

April 18, 2024

LOS ANGELES – It’s never too early (or too late) to ponder Black Friday and determine what worked, and what will likely work in the future.

For Los Angeles-based women’s footwear brand Cape Robbin, success came via a partnership with Prosper exhibitor SHEIN (pictured right at Prosper Show 2024 in Las Vegas) on the SHEIN Marketplace.

“SHEIN’s Gen Z and Millennial crowd craved Cape Robbin’s style,” said Jeff Hsin, operation officer at Cape Robbin. “Our partnership with the SHEIN Marketplace team has been a game-changer. Their unwavering support and guidance was invaluable in reaching our Black Friday sales goals.

“We had record-breaking growth—three times revenue growth and a 170% Black Friday sales lift with 500-plus active listings,” Hsin continued. “That was the fastest and largest among our marketplace platforms.”

Hsin attributes Cape Robbin’s success on SHEIN to three key factors:
1) the ability to navigate SHEIN SellerHub and actively join seasonal campaigns while collaborating with the SHEIN Seller Success Manager for strategic guidance on targeted promotions and product selection;
2) store coupons to drive traffic and showcase Cape Robbin’s diverse catalog—specifically a 20% off storewide coupon; and
3) leveraging SHEIN’s analytics to pinpoint customers’ top picks while strategically expanding the product lineup with winning designs.

“This data- powered approach, combined with SHEIN’s extensive reach, propelled us to the top of the seller leaderboard,” reports Hsin.