Fast-fashion behemoth Shein, well-known for its $10 dresses and $5 tops, will launch a pop-up shop in Johannesburg, South Africa, in August in an effort to increase brand awareness in the nation.
Since the COVID pandemic, Shein, a Chinese company, and its competitor Temu have aggressively expanded their businesses globally. They have been charged with taking advantage of tax breaks by exporting goods made in China in small amounts in order to avoid paying more in duties.
Shein’s strategy strongly emphasizes delivering the Shein experience straight to the customer, and the company responded via email on Wednesday. Given that Shein is a digital-first company, Shein’s hugely successful pop-ups allow our consumers to touch and feel our products and interact and engage directly with Shein’s local brand ambassadors.
To level the playing field, physical and online fashion retailers in South Africa have urged regulators to apply a 45% import duty on all clothing item imports, regardless of price. Shein, which intends to go public in the UK, uses a network of suppliers, most of whom are based in China, who accept modest initial orders and grow in response to demand.
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