Shein shines with Gen Z

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.”