New marketing operation for the Chinese emperor of “fast fashion”. The Shein brand has a new pop-up store in the heart of Paris, in the Marais district: its “pop-up store” will open its doors this Friday until May 8 inclusive, from 10 a.m. to 8 p.m. In this 400 m2 store, customers “will find a variety of items from the new spring-summer collection for the whole family. For decoration fans, a selection of home objects and accessories awaits you”, underlines the group on its social networks.
If the prices are already cheap, a “phew price” selection will offer consumers low prices. In these times of inflation, the brand seeks to attract young people and French people looking for low-cost clothing.
Present only on the Web, the Shein brand multiplies its ephemeral stores in France, which are very successful. In September 2022, a store opened for several days in Les Halles, in the 1st arrondissement of the capital. Last March, Lyon also hosted a store, causing long queues. The deputy to the city, Camille Augey, was then offended by the arrival of the brand: “Shein, with its deadly social and environmental practices, is the opposite of the values promoted by the City of Lyon: an activity respectful of people and the planet, favoring local manufacturing and quality and sustainable products”.
Shein is singled out for “forced labor” by Uyghurs, a Muslim minority in China’s Xinjiang region. A group of American parliamentarians has asked the Wall Street policeman to carry out an independent investigation. For its part, the group denies having any suppliers in this area. “We have no tolerance for forced labor,” says the brand. It remains to be seen whether Parisian consumers will be there, despite these criticisms.
