After Shein grew from upstart DTC brand to the fast fashion market leader, another prominent fast fashion company wanted to know:

• How does Shein’s performance benchmark against all Fast Fashion competitors? 
• Are Shein’s customers new to Fast Fashion or taken from competitors?
• Does Shein have a negative impact on competitors’ sales?
  

To answer these questions, they turned to Earnest Research Direct Feed data. The Direct Feed product includes sales records for individual, anonymous households across their credit and debit card accounts that can provide a holistic view of shopper purchases. The data is ideal for customer cohorting based on shopping behavior to gain a full understanding of what is driving market dynamics.

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