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Liza Amlani, founder of consultancy Retail Strategy Group, said despite the ethical, environmental and political criticism Shein faces, the company is a prime target for business partners who want more eyes on their brands.
Shein’s Forever 21 deal will help it reach beyond its core ultra-fast fashion, primarily Generation Z, customer base, Amlani said. “A stake in SPARC would allow Shein to gather insights and merchandising strategies in launching a physical footprint,” she added.
As of now, Shein has no plans to launch physical locations in the US or other regions, a company spokesperson said on Thursday.
The company continues to market its brand through pop-up stores in the United States and elsewhere.
The Forever 21 deal will also enable the fast-fashion retailer to test in-person experiences including “shop-in-shops” and allow customers to return merchandise in physical stores. Shein currently deducts a US$7.99 shipping fee from customers’ refunds when they return more than one package from a single order.
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