International clothing retailer Shein opened its first pop-up store in Joburg on August 3.
This comes after the giant online retailer partnered with thousands of emerging designers globally, including South Africa’s Ishaarah Abrahams, who participated in the Shein X Designer Incubator Program in 2021.
At the pop-up store launch at Mall of Africa hosted by actress and singer Thembi Seete, guests got the opportunity to try out the clothes and shop.
It was a fun-filled morning with lots of laughter, mixing and matching clothes and testing the quality of the garments.
However, after finding your favourite item you couldn’t take it home immediately. You had to scan it and buy it via the Shein app to unlock discounts because at the end of the day, it is an online retailer.
The purpose of the pop-up store is to allow consumers to fit and feel the clothes they wish to buy because sometimes buying online can be tricky, especially with the sizes.
“Please note that no garments will be available to purchase in-store as the pop-up this time is merely a showroom where you can engage with the garments by trying on for fit and assessing the quality.
“You will then be able to purchase items via the app by scanning the QR code displayed on all garments. What’s more, you can get discount vouchers in the store,” said the Shein team.
Abrahams, whose collection is also available for purchase at the store expressed her gratitude because partnering with Shein has boosted her business significantly.
“Three years ago I was doing what most of us do, window shopping at Shein and I came across the Shein creativity activity. I gave it a click and saw that inside was Shein’s programme where the retailer empowers designers to manufacture designs for them.
“I decided to enter and I was so grateful when they accepted me. So far it’s been three years and I design every single season, which has been incredible,” Abrahams said.
To reduce fast fashion, Shein has empowered 4600 designers from all over the world to give them a platform to showcase their creations to a worldwide audience. In 2023, they announced an additional $50 million (R913m) investment in the SHEIN X programme over the next five years.
∎ The pop-up store is open until August 11 at Sook Mall Of Africa.
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