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THE CHINA CONNECTION

Shein shines with Gen Z

    • Shein launched in South-east Asia in 2021, with Singapore as its first base.
    • Leonard Lin, Singapore country general manager at Shein, says the fashion retailer from China has focused on the younger demographic in South-east Asia.
    • Shein launched in South-east Asia in 2021, with Singapore as its first base. PHOTO: REUTERS
    • Leonard Lin, Singapore country general manager at Shein, says the fashion retailer from China has focused on the younger demographic in South-east Asia. PHOTO: SHEIN

    Tan Chee Yun

    Published Sun, Jul 24, 2022 · 10:00 AM

    ONLINE fashion retailer Shein was founded in China, but only sells abroad. The brand launched in South-east Asia in 2021, testing the waters in Singapore before expanding to the Philippines, Thailand, Malaysia and other markets.

    Shein’s Singapore country general manager Leonard Lin said that setting up a regional base in Singapore helped the brand gain insights into the needs of nearby markets, smoothing the path for expansion in the region.

    He said: “In terms of localisation, we worked with the younger demographic of South-east Asia, seizing on their preferences and making full use of omni-channel promotion of activities for local markets, to build a credible brand image among the younger fashion community.”

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