Madrid, Jun 2 (EFE-EPA).- The Chinese fast-fashion goliath Shein on Thursday opened its first pop-up shop in Madrid where fans will be able to snap up the latest designs over the next three days.
The event has sparked eager anticipation among shoppers on Thursday, who formed long queues and waited for their turn to browse the summer collection.
“I buy a lot of stuff, I am crazy about Shein. In fact, I am waiting on an order and yet here I am,” Nayeli told Efe.
Shein, which is barely 10 years old, only trades online and has rocketed to the top of fast-fashion sales rubbing shoulders with established retailers like Inditex, owners of the Zara brand.
Shein has built its empire and vast social media following by tapping into fashion micro-trends pursued by Gen Zers.
“The clothes are great, I am really pleased with all my purchases. The sizing is great, the quality is also brilliant,” Jose added.
The company’s mission statement reads: “fashion should be accessible to everyone, not just the privileged few.”
Instead of launching high profile adverts and investing in physical stores most of Shein’s advertising comes via TikTok’s SheinHaul challenge
According to the company, it retails to 195 countries and was valued at $100 billion in May by Fortune magazine.EFEch/jt