Shein appoints new vice president of global brand operations

Fast fashion giant Shein has named Jessica Liu as its new vice president, global brand operations, effective immediately.

Prior to Shein, Liu was co-president of the Alibaba-owned ecommerce platform Lazada Group, a role she quit in 2021 to spend more time with family.

She has also held several roles at parent firm Alibaba and was with Amazon for nearly seven years.


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“It’s our great pleasure to welcome Jessica (Erding) Liu as VP of Global Brands Operations, responsible for global brand partnerships,” Shein said in a statement via LinkedIn.

“Jessica brings rich experience in the e-commerce sector across global markets, and we look forward to having her join the Shein growth story.”

In 2021, the Chinese company broke into the US and European markets, achieving a gross merchandise value of $20 billion.

The news comes after Shein recently admitted working hour breaches and pledged £12m to improve its factories, after an undercover investigation revealed the concerning working conditions and wages of Shein workers

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