The fashion e-commerce brand, Shein, has discovered how to position itself among its customers, mostly belonging to the so-called generation Z. This captive audience between 18 and 27 years old, thanks to social networks, turned it into one of the companies most valued of the virtual panorama. In addition, it has become the springboard for some emerging designers who seek recognition and be part of the scene of this universe, the system of appearances. The different hybrid actions that the brand develops attract these young people, not only to express their ideas, but because they are a media speaker that provides resonances for both parties.
With the title of the number one shopping app within reach (according to some studies it already rubs shoulders with Amazon), Shein has a lot to celebrate. However, the gala he organized to kick off the fall season had another goal. In this digital native company they know, like their consumers, that to attract attention you have to be the topic of the moment and relate to a celebrity, such as singer Katy Perry or rapper Lil Nas X.
On this occasion, the giant showed off its power with a double digital world event. Shein X: Rock The Runway it was broadcast from the United States and Paris through its free application, its social networks and on the web platform under the pretext of unveiling the garments for the autumn-winter 21 season.
The event also served to present the collections of the five finalists of the online program Shein X 100k Challenge, who won the plus size firm Flaws of Couture. The contest was attended by 30 emerging designers who submitted, one by one, to the scrutiny of a specialized jury: among them were Khloé Kardashian, Jenna Lyons and Christian Siriano, a creator who rose to fame thanks to a similar format. Catwalk to fame.
The season’s grand parade was enlivened with special live performances by Darren Criss, Saweetie, The Chainsmokers, Thuy, Willie Gomez, Riley Clemmons and Blu DeTiger. Shein donated $ 350,000 to two nonprofit associations: Youth Emergin Stronger, which helps homeless youth ages 12-24 to have a better future, and The Action Network, a US civil rights organization.
Fleeting center of masses
Although it reaches 220 countries through electronic commerce and has digital omnipresence, the brand becomes tangible to its consumers with a small number of physical stores located in strategic locations in cities such as London, Paris or Barcelona. Shein X Studio: Rock The Runway It opened in the heart of District 4 of the French capital during Fashion Week.
The brand organized ‘Shein X: Rock The Runway’, a digital event that was broadcast worldwide, to unveil its garments for the upcoming fall-winter season
During the days that this physical event lasted, more than 10,000 clients had the opportunity to learn about the novelties of the collections of the Asian company: Motf, the line of sophisticated fabrics; Luvlette, the new lingerie brand; SHEGLAM cosmetics; Romwe men’s clothing; Cuccoo footwear and Shein Curve versions, with sizes ranging from XL to XXXXL.
Among these, the signature Shein X stands out, a collaboration with young people and new talents that presented the third line created in collaboration with the French singer of Tunisian origin Wejdene. This alliance with emerging designers is reinforced with the contest SHEIN X BY ME, that rewards students from fashion schools. On this occasion, the two awards were presented by the artist Joyce Jonathan, who also entertained the event with Wejdene.
Surprises, music, trends or celebrities are Shein’s hook to encourage its customers who, beyond dressing well and wearing the latest trends, seek to be part of a community and, of course, promote it in their networks. For this firm, become the fierce Fashion is not entertainment, but an ambition that can touch the foundations of Western brands.