Chinese fashion retailer Shein has opened its first pop-up store in the Philippines, seeking to build brand awareness in the market.
An opening took place last week at Ayala Malls Manila Bay, featuring a fashion runway, partnerships with Alipay+ and its e-wallet partner GCash and Filipina actress Belle Mariano, its newly appointed local brand ambassador.
Pureplay online retailer Shein was founded in 2008 by Chris Xu and is recognised for its low-cost clothing. The company currently has customers in more than 150 nations and markets worldwide. Statista reports that Shein accounted for 3.4 per cent of desktop traffic in May of this year and was the most popular site in the global fashion and apparel category.
Shein, which aims to surpass other fast-fashion retailers like Zara and H&M, does not have a permanent physical location but has amassed millions of customers worldwide thanks to its broad selection and low pricing.
