Fast-fashion giant Shein, known for its $5 (R92) tops and $10 R184) dresses, will open a pop-up store in Johannesburg in August as the online retailer aims to expand its brand recognition in the country.
Shein, founded in China, and its rival Temu have aggressively expanded worldwide as online shopping has surged after the Covid-19 pandemic. They have been accused of exploiting tax loopholes by exporting China-made products in small quantities to avoid higher duties.
Bringing the Shein experience directly to the end consumer is a key part of Shein's strategy, the company said on Wednesday in an emailed response.
Given that Shein is a digital-first company, Shein's hugely successful pop-ups are an opportunity for our consumers to touch and feel our products, as well as to interact and engage directly with Shein's local brand ambassadors.
Shein will open its pop-up store from August 2-11 as an exhibition space for customers to try on trendy fashion and lifestyle products and order them online at a discount, the company said in its South African Instagram post.
