Shein’s first Seoul pop-up grabs attention of Korean fashion market

Shein’s first offline store, StyleInShein, in eastern Seoul's Seongsu-dong /  Korea Times photo by Ko Dong-hwan

Shein’s first offline pop-up store in Korea, StyleInShein, has opened in Seoul’s trendy hotspot of Seongsu-dong, drawing attention from the country’s fashion industry, according to the Singapore-based global online fashion mall Monday.

Market experts, however, think that the move is unlikely to have a lasting impact on the market due to negative public reception toward the company. “C-commerce,” referring to online shopping platforms operated by companies in Chinese-speaking countries, has garnered a poor reputation in Korea, with issues such as counterfeit goods and safety hazards found in some of their products, including fashion items.

The store is scheduled to run through Sunday under its sales slogan, “Wear Your Wonderful.”

Half of the two-storied store’s ground shopping floor is dedicated to Kim You-jung, a Korean actor who models for Shein’s private brand 커뮤니티 Dazy. The enclosed section displayed items from the brand’s latest spring/summer collection, which were curated and worn by the celebrity.

Shein’s other sub-brands, including EZwear, ROMWE and Glowmode, are also featured in the store’s collection.

Most of the store items’ prices ranged between 10,000 won ($7.25) and 30,000 won, relatively affordable prices in the country’s fashion market. Affordable prices are Shein’s strength, according to the company. Its order-based manufacturing system reduces volumes of waste, stocked item and ultimately manufacturing cost, it said.

The store on Monday drew visitors despite the rainy weather. Some of the visitors were from out of the country.

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