Online fast-fashion brand, Shein, is all set to spread its arms to sell more household brands in order to build credibility and compete with ecommerce giant Amazon. In a recent development, the fast-fashion brand has revealed plans to add toy maker Hasbro and Colgate-Palmolive to its brand portfolio. This is according to Reuters.
So far, the platform has already provided its access to other brands and retailers in nine European countries, having done so in the U.S., Brazil and Mexico last year. Interestingly, products from beauty and skincare brands such as Caudalie, CeraVe, La Roche-Posay, Shiseido, The Ordinary, Rimmel and Weleda are already being sold on Shein’s platform in the U.S., Britain, Brazil, and Mexico via third-party retailers.
Recently, at an event in Madrid, Shein presented its marketplace services alongside Colgate-Palmolive, Hasbro, Orangina maker Suntory Beverage & Food, and Spanish cosmetics brand Bella Aurora.
Christina Fontana, senior director of brand operations for Europe, Middle East and Africa at Shein, at a conference in Paris on April 17, said that the idea initially popped up from the search trends as shoppers tend to search different brands on the platform. “Our consumers want brands, if that’s what they’re looking for, that’s what we’re going to give them. Everybody associates Shein with fashion, but we are doing all verticals,” Fontana said.
Meanwhile, ecommerce analyst Xiaofeng Wang at Forrester had commented that if Shein wants to compete as a trustworthy reputable marketplace platform, it really needs endorsement from well-known western brands.
As per the Shein’s head of seller marketing, Claire Lin, the brand caters to Millennials and Gen-Z audience, preferably women. The women versus men shoppers split percentage of the brand is 80-20, respectively. She also pointed out that the average shopping time on the platform is eight minutes, which is more than the industry average with home, electronics, and beauty & health being their currently top-performing categories.
(with inputs from Reuters)