Pop-up stores boosting brand visibility of the e-commerce giant Shein

To boost brand visibility fast fashion giant Shein has launched a new brand-building initiative “Sheintheknow” under which it operated a three-day pop-up store in Birmingham from March 24-26 with the hope that it will boost loyalty and awareness.

A Shein officer said the pop-up show would make customers understand the brand better and boost its e-commerce sales.

Shein started the pop-up store campaign in London, one during London Fashion Week and the other during the festive season.



The pop-up at Birmingham was an instant success as its opening time was 10 am, but brand enthusiasts started queuing from 9.15, to get a first look at the online fashion giant in the physical world. It was a massive exhibition of Shien clothing and products displaying statement party wear, spring staples, and new-in swimwear. Each piece of clothing had a QR code to enable omnichannel shopping. The customers could scan the barcode and order the item online if it was not available in their size.



Shein also revealed through sign boards that 58 percent of its global workforce is female and 40 percent of its senior management team are women. Customers were delighted to see the wide range of Shein clothes in person and actually feel the clothing. A dancer girl said the brand was useful for her dancing, as the dresses are “vibrant and glam” but also incredibly affordable.

The pop-up provided an opportunity for buyers of the online brand to get instant delivery as Shein has long delivery times.