Fast fashion giant Shein has opened a pop-up store in Birmingham as part of its new brand-building initiative Sheintheknow, which it hopes will boost loyalty and awareness.
The initiative will “bring customers on a journey of getting to know Shein as a brand” and help the ecommerce retailer “achieve and retain loyalty,” Shein UK general manager Cui He told Charged.
Shein’s pop-up stores are at the forefront of this strategy. Last year, the company launched two pop-up experiments in London, one in conjunction with London Fashion Week and the other during the festive season.
The Birmingham pop-up, its first outside of the capital, continues this brand building. Charged headed to the Bullring to see what was on offer.
The pop-up opened at 10am, but eager shoppers started queuing from 9.15, to get a first look of the online fashion giant in the physical world.
The store has two floors, with both upstairs and downstairs showcasing Shein’s curated picks of the season – from statement partywear, spring staples and new-in swimwear.
Just like the two previous pop-ups, each piece of clothing features a QR code to enable omnichannel shopping, allowing customers to scan the barcode and order the item online if it is not available in their size.
As part of the Sheintheknow initiative, marketing is placed around store giving shoppers additional facts and figures about the brand.
For example, one sign states that 58% of Shein’s global workforce is female and 40% of its senior management team are women.
Customers Laura and Jess told Charged that they had seen the pop-up advertised on Instagram and decided to visit together.
“We wanted to visit the store because it’s great to actually feel the clothes and see them in person,” Laura said.
“What I like about Shein is the massive range of clothes they have. You can find pretty much anything on their site and it’s so easy to order.”
In addition, Birmingham resident, salsa dancer Claire, said the brand was useful for her dancing, as the dresses are “vibrant and glam” but also incredibly affordable – so she doesn’t need to worry about any wear and tear.
“The only downside to Shein is the long delivery times and it’s quite inconvenient to return lots of items – which is what makes the pop-up so appealing,” she said.
The space also features an entire section dedicated to Shein’s curve range, tailored for plus size shoppers. Complimentary manicures and giveaway opportunities are also available.
“As a global online retailer, our pop-ups provide great opportunities for our customers to experience the brand in a physical space, touch and feel our products and enjoy themselves,” Cui He added.
“We love Birmingham and our Birmingham fans, and we are thrilled to have our first pop up in one of the most iconic shopping centres in Birmingham.
“This is wonderful chance for us to give our customers an experience. We are dedicated to making everyone feel fashionable and our pop up a great example of that.”
The Shein Birmingham pop-up store will be open from March 24 to 26 and can be found at SU739 Upper Mall East, The Bullring, Birmingham.