Fast fashion has fully cemented itself within the fashion industry. Despite the growing impact of recent tariffs on fashion consumers, global brands like Shein and Temu continue to generate massive amounts of revenue. Despite this, recently it seems that these are attempting to evolve their image in the fashion world.
Global fast fashion brand Shein made their biggest step last week, announcing a physical location at the iconic BHV Marais building in Paris, France. The news was a shock to many, including a statement from the French department store chain Galeries Lafayette, which saw the announcement as an affront to traditional fashion stores.
Others have criticized the move, worrying that the opening of the store would contribute to a massive flood of “disposable products” into the market. This comes at a time when Shein is under investigation by the European Commission as it aims to lessen the environmental impact of fast fashion.
Regardless, Shein seems to be determined to open this physical location. Shein’s executive chairman, Donald Tang, noted that the company would be honoring Franc’s historical position as a “key fashion capital.”
Shein has primarily gotten their revenue thanks to their online platform; that said, a physical location has the potential to cement itself amongst some of the most notable department stores in the industry. Depending on how well the store does following its opening, the industry should be prepared for more physical locations.
