Shein opens store in Rio with a 15% discount; see – 12/14/2023 – Market

Shein opens its pop-up store in Rio de Janeiro this Friday (15th), from 10am to 10pm, open for a limited time.

The space will be open until next Monday (18), at the Fashion Mall, in São Conrado, south zone.

Unlike other editions, access to the store will only be authorized by appointment. The measure was taken to ensure comfort for visitors, after customers had to wait for a place in the queue in the previous edition, in São Paulo.

The Shein store will be located on the second floor of the Fashion Mall, at Estrada da Gávea, 899. Appointments are free and can be made via this link.

The unit will have around 11,000 pieces available to consumers and will offer a 15% discount with no minimum purchase value, and 20% for those who buy more than R$400 worth of products.

If any chosen item is out of stock, the customer can purchase it through the brand’s app or website, with the same promotional discount. Shein will not allow exchanges for products purchased in store, including parts purchased online.

The Chinese brand’s action will also give gifts to those who tag the company’s profile on social media and use the hashtag #SHEINRJ. The 906 m² space will have space to take photos with the available looks.

With the pop-up store, Shein hopes that customers will take advantage of the opportunity to secure Christmas gifts, in addition to choosing the look to ring in the New Year.

In 2022, Shein accounted for almost a fifth of the global “fast fashion” market, surpassing Zara and H&M. The brand’s low prices, with t-shirts for US$5 (R$24.59) and sweaters for US$10 (R$49.18), are the difference in attracting customers who would otherwise buy in physical stores with other smaller discounts.

In Brazil, the brand launched exclusive products in the clothing niche of plus size and fitness clothing, as well as lingerie made in the country. The collection, however, is hidden on the website and needs to be searched for by the customer, who can get good discounts.

From November 2022 to November 2023, Zara and H&M brought, respectively, 40 thousand and 23 thousand new items to the United States market, according to a survey carried out by Sheng Lu, professor of fashion and clothing studies at the University of Delaware.

Shein brought 1.5 million new products in the same period, 37 times more than Zara and 65 times more than H&M.

“Shein’s real strength is recognizing that they have no idea what you want to wear,” said Rui Ma, analyst and founder of the Tech Buzz China newsletter. “They have confidence in their ability to ramp up production very quickly.”

According to Lu, unlike its competitors, the direct-to-consumer model gives Shein an advantage over traditional retailers, which need to distribute clothes across a global network of stores and keep these locations supplied.

With Reuters