The Shein pop-up store in New York this month resembled the e-commerce giant’s website, except picture-perfect. Neutral-toned clothing hung on neat racks, next to party dresses that cost less than the cocktail you might drink while wearing them. Bargain-priced wall art and other home decor created a fantasy of living somewhere chic and stylish, without spending thousands. Like the Shein haul videos that go viral online, the pop-up store sold not just physical items, but also a vision: shoppers could have everything they wanted, and Shein could deliver it for cheap.
Shein, a retail behemoth that has reportedly been eyeing a $90 billion valuation in a US IPO, has big plans beyond living on our phone screens — the company wants shoppers to…
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