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Racing the Algorithm: H&M vs. Shein

Garfield, Mallory LU ; Jaimes Guerra, Adriana Geraldine LU and Enríquez Martínez, Tania LU (2026) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20261
Department of Business Administration
Abstract
This case examines the growing competitive pressure faced by H&M as ultra-fast fashion platforms reshape the global apparel industry. In particular, the rapid rise of Shein, a fully digital and data-driven retailer capable of launching thousands of products daily, challenges traditional fast fashion models. While H&M has built its corporate brand around global scale, omnichannel presence, and increasing commitments to sustainability, the emergence of algorithm-driven production raises important strategic questions. The case invites discussion on whether adopting Shein’s Large-Scale Automated Test and Reorder (LATR) model could strengthen H&M’s competitiveness, or risk undermining its corporate brand identity and long-term positioning.
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author
Garfield, Mallory LU ; Jaimes Guerra, Adriana Geraldine LU and Enríquez Martínez, Tania LU
supervisor
organization
course
BUSN35 20261
year
type
H1 - Master's Degree (One Year)
subject
keywords
fast fashion, corporate brand management, ai-driven production, fashion, sustainability
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9224258
date added to LUP
2026-03-24 10:53:38
date last changed
2026-03-24 10:53:38
@misc{9224258,
  abstract     = {{This case examines the growing competitive pressure faced by H&M as ultra-fast fashion platforms reshape the global apparel industry. In particular, the rapid rise of Shein, a fully digital and data-driven retailer capable of launching thousands of products daily, challenges traditional fast fashion models. While H&M has built its corporate brand around global scale, omnichannel presence, and increasing commitments to sustainability, the emergence of algorithm-driven production raises important strategic questions. The case invites discussion on whether adopting Shein’s Large-Scale Automated Test and Reorder (LATR) model could strengthen H&M’s competitiveness, or risk undermining its corporate brand identity and long-term positioning.}},
  author       = {{Garfield, Mallory and Jaimes Guerra, Adriana Geraldine and Enríquez Martínez, Tania}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{Racing the Algorithm: H&M vs. Shein}},
  year         = {{2026}},
}