Hiccup

Hiccup is a cross-border fast-fashion ecommerce platform to deliver products from manufacturers in Turkey to consumers in Europe and MENA via real-time consumer-to-manufacturer (C2M) practices, a model pioneered by Shein. In Shein's real-time C2M model manufacturers are empowered with almost real-time demand data and only mass produce a product afterwards. This allows manufacturers to make much more informed decisions, eliminating risk of overproduction and inventory costs, resulting in lower prices to consumers. Hiccup aims to build its manufacturing hub in Turkey, as Turkey has geographical and qualitative advantages (better design capabilities, more E&S compliant, etc) compared to Shein's network in China, and address the issues with the long delivery times and high logistics costs in this model.