Chinese online fashion retailer Shein is opening a new space in Tokyo this month. The online fashion retailer wants to use this to strengthen physical contact with its customers.
Customers can try on clothes there and scan QR codes to then order them online, Shein said on Tuesday. So it’s a showroom like the one seen last summer in the form of pop-ups in several European cities, including Berlin. The company also traveled to five cities in Japan this summer, including Osaka, Hiroshima and Fukuoka.
The Shein Tokyo Experiential showroom will later be used for clothing retailer events, meet-and-greets, and other events. The area will open its doors for the first time on November 13th.
Shein is not without controversy. Last month, a documentary by Britain’s Channel 4 revealed that working conditions at the Chinese factory are worrying. The undercover footage showed that garment workers work 18-hour days, have no weekends and are only paid a third of their wages if they make a mistake.
This translated and edited post previously appeared on FashionUnited.nl. It was updated with a press release on November 3, 2022 at 4:35 p.m.