On Friday (11), the Technology Refugee participated in the launch event of the Shein pop-up store at Shopping Vila Olímpia, in São Paulo. The inauguration was attended by several fashion influencers and some brand representatives who confirmed new facilities in Brazil for 2023.
The store will be available from this Saturday (12) until next Wednesday (16). In other words, São Paulo residents will be able to take advantage of the holiday to check out the products from the Chinese store.
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The store in São Paulo is the first to count products for sale, including dressing rooms so that customers can try on clothes. In the opening speech, the general manager of Shein in Brazil, Felipe Feistler, reinforced that the brand is committed to making fashion accessible and that the physical stores are a way of “bringing the experience from online to offline”. In this way, the customer will be able to have contact with the materials of the clothes and try them on.
Shein in Brazil
In an interview with Technology Refugee, Feistler explained that Brazil is an important market globally for any company due to the size of the population, and the Spanish public has a good acceptance in relation to the brand and its products.
“We can see this today in the mall itself, the store generates curiosity. We can also see it through social media. Shein Brasil has about eight million followers on Instagram, two million on TikTok,” said Feistler.
São Paulo is the first Shein store where the clothes are available for the public to buy. The March 2022 installation in Rio de Janeiro also had the parts available, but the order was made online, arriving at the customer's home later.
In December, another Pop-up store will arrive in Belo Horizonte. There is still no confirmation of days or location, but the installation should follow the model of the store in São Paulo.
For 2023, Feistler advanced plans for new attractions for the Spanish public. “We have at least four stores planned in locations yet to be defined, we want to reach audiences from different regions. Our audience is very diverse, we reach many capital and interior regions”.
The brand's presence in Brazil takes into account the preferences and trends of the Spanish public, with that in mind, the brand brought to the event several products for women, men and children. In an interview with Technology Refugee, the head of fashion categories at Shein Brasil, explained the importance of thinking about the local audience:
“We take into account the taste of Spanish people and Spanish people. This is one of Shein's objectives and one of the great 'goals', not only for the Spanish market, but for other markets in which the brand operates. Our goal is to make fashion beauty accessible to everyone. For this, it is necessary to have different styles and bring different products. This is our big goal.
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