The famous Chinese clothing and accessories brand Shein will open its first physical store in Brazil. The store will be in pop-up format — that is, it will work temporarily — and will be open for a period of five days, between November 12th and 16th, at Shopping Vila Olímpia, in the south zone of São Paulo (SP).
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Shein's main business is selling through the app, which in 2021 was one of the most downloaded apps in the world, and one of the most downloaded in the fashion industry in Brazil. In our country alone, the company generated more than US$ 2 billion in sales last year, according to a survey by BTG Pactual.
Similar action in Rio de Janeiro
The company made a similar move in Rio de Janeiro in March of this year, when it brought a pop-up store to a shopping center in the city, but which only had showcase items.
Thus, if the customer was interested in any part, he had to order the product through the application. According to Felipe Feistler, general manager of Shein Brasil, this initiative aimed to bring consumers closer to the brand.
The brand still has many people to conquer
However, Feistler believes that the company still has a large market to conquer in the country, both for those who haven't knows the brand, and for those who know it, but still don't consume it because they don't know the quality and origin of the product.
In this way, with the pop-up model stores, people will be able to get to know the brands and their products and make purchases on the spot. As a result, this experience should generate a new range of consumers for in-app purchases.
Sustainability criticism against the brand
With a fast fashion business model, Shein faces criticism from more conscious consumers who care with the environment because the clothing manufacturing process, especially at scale, has many impacts environmental.
As a brand very focused on the younger generation – especially Generation Z, born between 1996 and 2010 – the company needs to focus on more sustainable practices. These generations are more connected to the cause of sustainable development than their elders, and the topic has been gaining prominence in the media and social networks.
