SHEIN opens first pop-up store in Brazil

According to foreign media reports, SHEIN opened its first pop-up store in Rio de Janeiro, Brazil's second largest city , on March 19. The store is planned to run for three months, during which various promotional activities will be carried out.

The aesthetic elements used in the store's design combine local characteristics, are closer to local consumers, and strengthen SHEIN's new connection with Brazilian culture. This marketing strategy also shows that SHEIN is accelerating its development of the Brazilian market.

It is reported that SHEIN made 2 billion reais in Brazil in 2021, equivalent to 400 million US dollars, and its application was downloaded more than 23.8 million times in Brazil, becoming the most downloaded fashion platform in Brazil. This growth trend is probably one of the reasons why SHEIN began to pay attention to and start to layout the Brazilian market.

According to a report by Goldman Sachs, SHEIN is expanding rapidly in Brazil.

SHEIN   The online catalog of has about 6,000 new products online every day , far more than other platforms. Fashion items of all sizes and styles can be found here, which other Brazilian fashion platforms cannot do . Therefore, it is very popular among Brazilian consumers with its complete categories .

A market analyst from Brazil believes that SHEIN's success is also related to its marketing methods. He believes that SHEIN does not rely on Instagram for advertising like other fashion retailers , but makes more use of TikTok , which is also from China , to achieve growth, which makes it more closely connected with Generation Z. According to the survey, SHEIN believes that this can more effectively stimulate users to stay in the application and make other purchases and consumption. From this perspective, SHEIN's success in Brazil is not without reason.

As the fast fashion website with the largest global share, SHEIN has been testing offline stores in various parts of the world in recent years through pop-up stores. Between 2019 and 2021, SHEIN opened pop-up stores in several different cities in Europe and the United States, cooperating with different fashion clothing brands, greatly increasing its popularity in Europe and the United States. As of 2021, SHEIN has surpassed Kiabi, a well-known French clothing retailer , in France to become the leader in the French women's clothing market, and its market share has also increased significantly. Therefore, the pop-up store opened by SHEIN in Brazil this time may be intended to replicate its success in the development of the European and American markets.

SHEIN

Brazilian Market