Global fashion giant Shein can probably produce an entire garment in less time than it takes you to read this story and while fans of the fast-fashion company have traditionally only been able to see the latest designs online, a limited time pop-up at Santa Monica Place will allow customers to get their hands on the clothing in real time.
The Shein pop-up will be open from Friday through Sunday on the ground floor of the East Galleria and is the first US pop-up for the company this year.
"We launched the SHEIN pop-up concept in 2018 and have found that our customers really enjoy interacting with the brand in person, giving them a chance to touch and feel the products and explore new category offerings like items from our GLOWMODE or SHEGLAM brands," said Shein Media Relations Manager Alyssa Lyles. "Last year we hosted eight pop-ups across the country and dozens around the world. At each pop-up, we welcomed thousands of SHEIN fans, with some lining up as early as 5am. While the exact offerings at each location varies, pop-up visitors can expect to find a variety of the season’s hottest trends and fan favorites."
The Chinese-Singaporean company is a true powerhouse of modern fashion. The brand rose to popularity among young shoppers and while it was initially focused on shipping rather than designing, it has evolved into a fully integrated retailer. Its prowess in the supply chain business is said to rival that of Amazon and the company was valued at about $100 billion in 2022.
While the clothes are immensely popular among Gen Z influencers and their young fans, the company has been criticized for a variety of issues including its environmental impact, trademark disputes, labor laws and product safety concerns.
Local officials said the store is a boon for the local economy.
"We are thrilled to be hosting the globally recognized brand SHEIN at Santa Monica Place for a short-term weekend pop-up. These temporary activations allow us to diversify our offering and provide the consumer with something they haven’t seen before, complementing our collection of premier retail, shops and entertainment," said Stephanie Eglin, Santa Monica Place General Manager.
Temporary stores have become an important part of the retail mix downtown as have short-term "experiences" that combine museum/retail/social media concepts. Recent successful examples include a wildly popular Barbie experience, a Teenage Mutant Ninja Turtles movie tie-in and a Star Wars exhibit.
"Pop-ups fill vacancies and serve as additional destinations Downtown while generating income and revenue for our commercial property owners and the City of Santa Monica in the form of business license taxes and sales taxes," said Downtown Santa Monica CEO Andrew Thomas. "Pop-ups also bring us unique and innovative uses like World of Barbie, the Dr. Seuss Experience, The Immersive BTS Exhibition, and The Fans Strike Back. Pop-up retail businesses have a history of doing well in Santa Monica, and we are excited to welcome Shein to our community."
Lyles the local area contains one of the largest group of Shein shoppers in the country and the Santa Monica store will focus on their new seasonal collection.
"As California officially transitions into Spring, we wanted to provide shoppers with access to the latest spring styles that are perfect for upcoming destination getaways and outdoor adventures. These transitional styles are perfect for the changing LA weather as customers prepare for Spring and Summer," she said.
For more information on the pop-up, visit their website here.
matt@smdp.com
