The power of pop-ups: Why Shein is stepping out from behind the ecommerce screen

//  As an ecommerce giant more used to funnelling sales through its ubiquitous social media ads, real life pop-up stores are not how most consumers typically interact with Chinese retailer Shein.

//  However, the digitally native brand is currently hosting several retail experiments across the globe, most recently in London, as it tests the waters of the physical shopping environment.

But why is the fast fashion giant choosing now to expand away from its online heritage and invest in physical retail? Could it be an attempt to make Shein a more visible and less mysterious brand?

Read the full feature at Charged Retail here

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