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Revolutionizing eCommerce Apparel

An Interview With Angela Tucciarone, Head of Corporate Communications at Shein
Grace Mahas
August 3rd, 2023

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Fashion
In the dynamic intersection of innovation and fashion, Angela Tucciarone Amar emerges as a leading force at Shein, a global fashion e-commerce company. As the head of corporate communications, Angela has been instrumental in driving Shein's remarkable growth in both Canada and the United States. With a rich background spanning startup ventures and Fortune 500 brands, including a notable tenure at PepsiCo, Angela brings a fresh perspective to the ever-evolving landscape of fashion innovation. Hailing from New York and now residing in Washington, D.C., Angela's expertise shines a light on the exciting fusion of creativity and ingenuity propelling Shein forward in the industry.

1. What does innovation mean to you?

Angela Tucciarone: Innovation, for us at Shein, is not just a buzzword. While we may not be an innovation company per se, innovation is at the core of our business model. We have completely revolutionized the traditional model by creating an agile, on-demand approach. We utilize innovative technologies and work closely with our supply chain to meet customer demands efficiently, producing exactly what customers want with minimal waste.

2. How does your team generate new ideas?

Angela Tucciarone: Our company thrives on idea generation. With over a decade of existence, we are still a young and rapidly growing company. As we expand, we bring in diverse talent from different backgrounds, which leads to a wealth of fresh ideas and innovation. Our team members come from various industries, including fashion, and their unique perspectives contribute to our continuous innovation.

3. Do you have any specific rituals for resetting your team to be creative?

Angela Tucciarone: While we don't have specific rituals, it's important to break free from the day-to-day routine and encourage brainstorming sessions. Whether it's scheduling a dedicated session or enjoying a meal together, we find that these activities spark new ideas. Additionally, every day at Shein presents new opportunities for innovation. Approximately 50% of the projects I've worked on since joining have been new to the company or unprecedented for us, providing ample room for new ideas.

4. How do you identify trends? What resources does your team use to spot trends and consumer insights?

Angela Tucciarone: We have a customer-driven approach. We have been listening to our customers for a long time, and it informs our decision-making process. We analyze sales data, shopping patterns, and conduct customer surveys. Our e-commerce platform allows customers to leave comments, and these comments serve as a rich source of feedback. This feedback helps us determine what to sell and what not to sell. With our on-demand business model, we can test products with as little as 100 pieces and listen to customers to shape our offerings. It's also interesting to note that different countries may have different preferences, so our offerings vary internationally based on consumer feedback.

5. What is the biggest challenge you face when innovating?

Angela Tucciarone: Well, I believe the biggest challenge lies in continuously pushing boundaries and thinking outside the box. In a rapidly evolving industry, it's crucial to stay ahead of the curve and keep finding new ways to innovate. It requires constant effort and an openness to explore uncharted territories. Pushing boundaries and embracing the unknown is indeed a challenge, but it's necessary for innovation.

6. Has there ever been an instance where another industry has influenced an innovation at Shein?

Angela Tucciarone: While I can't think of a specific instance with another industry, I can tell you about our SHEIN X program. It's a program that collaborates with over 3,000 designers and artists. These individuals come from various backgrounds, including fashion, psychology, and even stay-at-home moms. Their diverse influences impact the fashion on our site and introduce new concepts. This collaboration allows us to offer unique and innovative products to our customers.

7. Looking to the future, how will Shein continue to be a leader in innovation?

Angela Tucciarone: To remain a leading brand, continuous innovation is essential. We strive to stay fresh by constantly seeking new avenues for improvement. One area we are focused on is circularity, where we are exploring ways to contribute to the circularity movement. We are evolving our material sourcing, production models, and processes to minimize waste and conserve resources. Additionally, we are committed to fostering the next generation of SHEIN X designers and fashion designers through partnerships with schools and initiatives like the SHEIN X curriculum at the Fashion Institute of Design and Merchandising (FIDM). By investing in the younger generation, we tap into their innovative ideas and ensure a vibrant future for the brand.

Another captivating testament to Shein's pioneering spirit in innovation lies in their electrifying pop-up events. Year after year, these events have experienced exponential growth and garnered an overwhelming response from customers. While we primarily operate as an e-commerce retailer, providing customers with an in-person brand experience has proven to be important and successful. Our pop-up events allow customers to explore the brand, try on clothes, and get a hands-on experience. It's an exciting way to bridge the gap between online and offline retail.
References: shein