Online fashion e-tailer SHEIN has recently landed in Southeast Asia with the forming a new hub in Singapore, appointing Mercury Marketing and Communications to manage PR duties. Although the brand declined to share further details of the appointment, its spokesperson told MARKETING-INTERACTIVE that it plans to create a standalone website for shoppers in Malaysia. As part of its marketing strategies in the region, SHEIN will still focus on its niche, digital and influencer marketing.
In addition to the current OOH and TikTok ads, the e-tailer is also in the midst of planning pop up events in Singapore where consumers will get a chance to physically see, touch and feel its products and learn more about the brand. It is also leveraging its SHEIN X designer programme to work with local design talents in Singapore and Southeast Asia for collections.
According to multiple media reports including the South China Morning Post, SHEIN was founded in a city in eastern China known as Nanjing and has exploded in popularity among American teams. This month, Bloomberg reported that SHEIN topped Amazon as the most downloaded shopping app in the US, ending the eCommerce giant’s 152-day streak. Despite its Asian roots, SHEIN’s branding and user interface is more Westernised, with the brand using mainly Western or pan-Asian looking models in the online catalogue and ads. It also has plenty of product reviews from users globally.
The spokesperson explained that America was one of…