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Sheinside in controversial rebrand

Chinese online fashion retailer Sheinside admits its change of brand name to SheIn has drawn controversy in the online world.
Sheinside recently adopted She In Shine Out as its new slogan, and dropped ‘side’, from the end of its website URL and brand name. But selling the concept was no ‘shoe in’…
“It has sparked a rather heated discussion among eCommerce peers,” conceded Chris Xu, the CEO.
“Some might wonder why SheIn decided to change its domain name at such a key moment. As is known to all, the domain name is quite unique.”
Xu says the change was aimed at improving the user experience of its online customers. It is easier to remember, easier to type and easier to search.
“Once users access the website, they will find it much easier to remember the domain name.”
The company also believe the new name “cultivates, respects and strengthens consumer brand loyalty”.
SheIn Group Ltd Logo
“The starting point of all changes is to consolidate consumer loyalty and brand awareness. These are intangible assets and they play an indispensable part in corporate strategies.
Of course, changing a brand name won’t change things overnight. SheIn has made endless efforts to make the process a smooth one.”
SheIn went to the market to choose its new slogan in a three-phase competitive online poll which saw She In Shine Out adopted by an overwhelming majority. There was a similar process to adopt a new logo.
“SheIn is ready to present a brand-new look for our customers and we see a bright future for SheIn,” concluded  Xu.

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