The fashion giant of the East that magnetizes the West
Fashion e-commerce brand Shein has figured out how to position itself among its customers, mostly belonging to the so-called generation Z. This captive audience of between 18 and 27 years old, converted it thanks to social networks. social services in one of the most valued companies on the virtual scene. In addition, it has become the springboard for some emerging designers seeking recognition and being part of the scene of this universe, the system of appearances. The different hybrid actions that the brand develops attract these young people, not only to express their ideas, but also because it is a media speaker that resonates with both parties.
With the title of the number one shopping app within reach (according to some studies it is already rubbing shoulders with Amazon), Shein has a lot to celebrate. However, the gala that she organized to kick off the fall season had another purpose. At this native digital company, they know, just like their consumers, that to attract attention you have to be the topic of the moment and associate with a celebrity, such as the singer Katy Perry or the rapper Lil Nas X.
This time, the giant bragged about its might with a double global digital event. Shein X: Rock The Runway was broadcast from the United States and Paris through its free application, its social networks and on the web platform under the pretext of revealing the garments for the autumn-winter 21 season.
The appointment also served to present the collections of the five finalists of the Shein X 100k Challenge online program, which was won by the plus-size firm Flaws of Couture. The contest was attended by 30 emerging designers who submitted, one by one, to the scrutiny of a specialized jury: among them were Khloé Kardashian, Jenna Lyons and Christian Siriano, a creator who achieved fame thanks to a similar format, Catwalk to Fame.
The season's grand parade was enlivened with special live performances by Darren Criss, Saweetie, The Chainsmokers, Thuy, Willie Gomez, Riley Clemmons and Blu DeTiger. Shein donated $350,000 to two non-profit associations: Youth Emerging Stronger, which helps homeless youth ages 12 to 24 have a better future, and The Action Network, a US civil rights organization.
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Fleeting center of masses
Although it reaches 220 countries through electronic commerce and has digital omnipresence, the brand becomes tangible to its consumers with a small number of stores physical locations located in strategic places in cities such as London, Paris or Barcelona. Shein X Studio: Rock The Runway opened in the heart of the 4th District of the French capital at the height of Fashion Week.
During the days that this physical event lasted, more than 10,000 customers had the opportunity to learn about the new collections of the Asian company: Motf, the line of sophisticated fabrics; Luvlette, the new lingerie brand; SHEGLAM cosmetics; Romwe menswear; the Cuccoo shoe and the Shein Curve versions, with sizes ranging from XL to XXXXL.
Among these, the firm Shein X stands out, a collaboration with young and new talents that presented the third line created in collaboration with the French singer of Tunisian origin Wejdene. This alliance with emerging designers is reinforced with the SHEIN X BY ME contest, which rewards students from fashion schools. On this occasion, the two awards were presented by the artist Joyce Jonathan, who also entertained the event together with Wejdene.
Surprises, music, trends or celebrities are Shein's bait to encourage its clients who, beyond dressing well and showing off the latest trends, seek to be part of a community and, of course, advertise it on their networks. For this firm, becoming the beast of fashion is not entertainment, but rather an ambition that can touch the foundations of Western brands.
