Customers waited in long queues to experience Shein’s first pop-up store in South Africa.
The Chinese online clothing store, Shein, opened a pop-up store in Mall of Africa, where attendees got to physically engage with the products before buying, for the first time.
But strangely, customers could only feel and try on clothes, purchases still had to be finalised online, not at the store itself. Instead, they had to install the Shein app and scan the QR codes to buy their hauls.
Walking into the store, predominantly pink decor and calming tunes played by the in-store DJ made for a less chaotic experience than going on the app itself, with countless pop-up’s and spinning coming at you.
Apart from clothes, beauty products like make-up and fragrances were also on display and available for testing.
Teacher, Rorisang Jones, commented on the long wait she had to endure, she said, “I actually find it hilarious because you can’t actually buy”.
In a statement, Shein said the aim of the store is to offer an immersive in-store experience, as well as “empowering individuals to embrace their personal style without reservation.”
The opening of the pop-up store comes at a time when Shein has come under fire for exploitative labour practices, environmental harm and tax evasion. Shein, along with rival e-commerce clothing brand Temu, have been accused of exploiting a tax loophole which has enabled them pay 20% import duty as opposed to the 45% tariff that local retailers have to pay.[KK1]
The South African Revenue Service (SARS) has put a hold on implementing a tax hike that would be imposed on Shein and Temu, stating that various stakeholders need to be engaged to ensure sector readiness for a tax hike.
Nevertheless, the introduction of the Shein pop-up store indicates that they have a large enough market in South Africa to stay the course when that comes to pass.
FEATURED IMAGE: Shoppers line up at Shein pop-up store. Photo: Siyanda Mthethwa
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