Online fashion retailer Shein will debut in Brazilian retail with a pop-up store at the Vila Olímpia mall, in the south of São Paulo.
The address will only work for five days, from November 12th to 16th.
This is the second time that the Chinese Shein (read xi-in) has opened a temporary store in Brazil. The first was at the Village Mall, in Rio, in March.
But, at the time, the space only served as a showroom, there was no sale of products. Still, the address attracted a queue of young people, who follow the brand on social media, especially on Instagram and TikTok. On Instagram alone, the brand has 7.5 million followers in the country.
“I would like to share with you all excellent news: we will open the first physical store in the country that will allow the physical purchase of Shein products”, informed the general manager of the brand in the country, Felipe Fleister, on a social network. The executive is ex-Shopee, another Asian online retail giant that is successful in the country.
Considered the “Zara of China” -due to the impressive speed of production of new collections and the smooth logistics that makes the products reach more than 150 countries-, at Shein it is possible to find 80 thousand options of dresses from R$ 15 and 9,700 pants whose prices start at R$19.
According to retail sources heard by Sheet, providing a real experience with consumers is fundamental for Shein’s business in the country. And it serves as a calibrator for the possible installation of a physical store in Brazil.
With 265 m², the store at the Vila Olímpia mall will have “instagrammable environments”, according to a statement released by the company. Around 11,000 pieces will be available for purchase, including accessories, women’s and men’s fashion.
Visitors will receive 15% off for in-store and in-app purchases. Anyone who posts an image with the hashtag #SHEINSP, tagging the official profile @sheinbrasil_, will win a gift from the store.
A survey by the consultancy NielsenIQ|ebit, in partnership with Bexs Pay, pointed out that the revenue of cross-border (international) sites soared 60% in 2021 and reached BRL 36.2 billion. The amount represents about 17% of online commerce in the country, which earned BRL 218.9 billion last year.
The survey indicated that Shopee is the most popular among Brazilian internet users: 58% of them purchased something on the retailer’s website in 2021, compared to 8% in the previous year. Shein accounted for the second biggest jump: it went from 0% to 21% of online shoppers last year.
In the first half of 2022, NielsenIQ|Ebit pointed out that 54% of Brazilians made purchases on cross-border sites. This total represents a decline compared to the same period in 2021, when 68% bought on these portals.
In the period, the most searched site was Shopee, with 42% of the nominations of the interviewees. Following were Aliexpress (34%), Amazon USA (31%), Shein (16%) and Wish (7%).
On foreign websites, the most searched categories are Fashion and Accessories (28%) and Electronics (24%).
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