Chinese fashion retailer Shein has opened its first pop-up store in the Philippines, seeking to build brand awareness in the market.
An opening took place last week at Ayala Malls Manila Bay, featuring a fashion runway, partnerships with Alipay+ and its e-wallet partner GCash and Filipina actress Belle Mariano, its newly appointed local brand ambassador.
Pureplay online retailer Shein was founded in 2008 by Chris Xu and is recognised for its low-cost clothing. The company currently has customers in more than 150 nations and markets worldwide.
Statista reports Shein accounted for 3.4 per cent of desktop traffic in May of this year and was the most popular site in the fashion and apparel category globally.
Shein, which aims to surpass other fast-fashion retailers like Zara and H&M, does not have a permanent physical location but has amassed millions of customers worldwide thanks to its broad selection and low pricing.
After Amazon, it is the second-most popular online buying destination for teenagers in the US. With more than 1.2 million downloads last year, the retailer ranked as the second most popular shopping app in the US App Store.