“SHEIN” is a fast fashion brand that is shaken by labor issues. We interviewed a real store in Harajuku.
Fashion EC “SHEIN” opened its first real store in Japan in Harajuku, Tokyo on November 13th.
Like the store in Shinsaibashi, Osaka, which opened in October for a limited period of three months, it is a “non-selling store”, but this is a “permanent store” rather than a limited-time store.
The company is a “hectocorn” company with a valuation of over $100 billion and is rumored to be listed in the United States in 2024.
However, when I looked inside the two-story glass-enclosed store, I could see the problem.
Check out the video to see what’s going on inside the store.
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350 items including plus size and dog clothes
First day of opening. Compared to Shinsaibashi, Osaka, it seems to have gotten off to a quieter start.
On November 13th, SHEIN opened a physical store “SHEIN TOKYO” in Cat Street, Harajuku.
About 100 people gathered at the opening at 11:00 am. Compared to reports of 400-500 people queuing at a limited-time store in Shinsaibashi, Osaka, this was a modest start.
Even so, a group of young men who were standing at the front entered the store with cheers, and a reporter from China’s state-run CCTV also rushed to the store, showing the high level of attention from a wide range of people.
350 items are lined up in the glass-enclosed two-story store of 201 square meters.
In addition to apparel for women of the Z generation, which is the main target of the company, there is a wide range of clothes for kids, men’s clothes, pet products and cosmetics.
SHEIN kids clothes. Fall and winter items are available according to the season.
There is also an area for men’s clothing, though not many.
SHEIN pet supplies.
Also original cosmetics.
Of course, there is also a section for plus sizes.
A store where products are “not available for purchase” but “easy to advertise”
There is a corner for small items such as bags surrounding the photo booth.
The products are not sold in the store, but the QR code on the tag is read with a smartphone and purchased on the SHEIN website or app.
photo booth. It reminds me of a gift box from a certain luxury brand.
Like SHEIN, which has become popular through SNS and influencers, there is a photo booth where you can pick up a bag and take a picture, and a fitting room designed on the premise of trying on clothes and taking pictures. If you change it, it’s full of mechanisms to get customers to advertise.
A fitting room that looks great on social media.
What’s behind Gen Z’s ‘cheap apparel’
One piece of tops is 836 yen.
Apparel EC “SHEIN” originating in China is deployed in more than 150 countries and regions, mainly in the United States and Europe.
The total gross merchandise value (GMV) from January to June 2022 has reached $16 billion, surpassing ZARA and H&M, and the valuation exceeds $100 billion. There are also reports that the company plans to go public in the United States in 2024.
There is a wide range of products, from high brand-like products to outdoor brand-like products.
The company is making great strides, but on the other hand, it has been sued by multiple artists and brands for trademark rights and copyrights.
In addition, the factories in China that make clothes have a harsh working environment, such as “work 18 hours a day”, “the reward is only 6 yen per garment”, and “one mistake can result in a fine of two-thirds of the daily wage”. was reported.
When SHEIN inquires about these labor issues,”We have launched an investigation, but we have not yet received any results.”was the answer. We have also conducted audits of manufacturing suppliers,Stop doing business if problems such as poor working conditions are not correctedAnd so on, we have responded quickly.
“SHEIN respects and values the people who make our products. Without them, our business would not exist. We will continue to strive to ensure that they are treated fairly and with respect.” I promise.” (SHEIN)
commented.Wages for supplier workers will be published on the site soon.It is said that
In the store, there were tops for 632 yen each, necklaces for 71 yen each, and earrings for 89 yen. When you compare the products, you can feel the “cost reduction” in sewing.
It is said that SHEIN set up a physical store this time to meet the needs of customers who want the opportunity to touch products in real life before purchasing.
What is behind the low price? See it, touch it, imagine it. I want to continue thinking about my responsibility as a consumer.
(Written by Ikuko Takeshita)
Source: BusinessInsider
Emma Warren is a well-known author and market analyst who writes for 24 news breaker. She is an expert in her field and her articles provide readers with insightful and informative analysis on the latest market trends and developments. With a keen understanding of the economy and a talent for explaining complex issues in an easy-to-understand manner, Emma’s writing is a must-read for anyone interested in staying up-to-date on the latest market news.