The Shein phenomenon does not seem to stop. The Chinese giant, founded by Chris Xu in 2008, who wants his luck in selling online at very low prices, on 11 May 2022 was declared the most downloaded shopping app in the USA, surpassing everyone, including Amazon. For those who still do not know it, it is a fashion platform that has conquered the GenZ and beyond, thanks to a very wide range of garments, accessories and a great attention to curvy garments , all at unbeatable prices. In 2020, thanks to the pandemic, it had a turnover of 10 billion dollars, almost double compared to 4.5 in 2019. According to the Wall Street Journal , Shein, which is currently listed on the stock exchange, is worth 100 billion dollars whileBloomberg revealed that General Atlantic would also be among the lenders. As part of a global expansion project, the platform now has distribution in over 150 countries around the world and has launched a strategy of opening pop-up stores in the main international capitals, to offer its ‘community’ the opportunity to purchase garments from the collections for the first time live. So far the success of the “TikTok of e-commerce” has been precisely that of being an app with dedicated hastags on social networks , which intercepts fashions, in particular those launched by influencers. Now it remains to be seen what will happen with the opening of the pop-up stores.
Where is located the shein Pop Store in Milan?
Among the cities that will host the Shein temporary stores, there are Madrid, Paris, Las Vegas, Melbourne, and in Italy Milan. The “Ciao Milano” shop, an area of 150 square meters, will be open in Piazza Gae Aulenti 2 , on 28, 29 and 30 June, from 10 to 2. The interior of the pop-up will feature a set up with warm and summer shades, accompanied by pastel-colored furnishing elements to enhance the SS22 fashion collections; the temporary store will host a dedicated area for each product category, a social-friendly location with a corner dedicated to souvenir photos for fans of the brand and a fitting room section, to try on the garments before proceeding with the purchase.