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Another Melbourne pop-up for Shein !


Mega fashion brand SHEIN is back in Melbourne this weekend… IRL. They’re all set to open a 3 day pop-up in the CBD (at the same location as their previous Melbourne pop-up in May, but bigger & better !) They’ve had a busy time in Australia this year – also hosting a high profile pop up in Sydney just 3 months ago.

This Melbourne pop-up will feature a range of the most popular SHEIN labels – Emery Rose, Dazy, Glowmode, Luvlette, Motif, Petsin, Romme, Sheglam and Shein X* – and much more to attract and entertain shoppers. The store is decked out as a funky boutique, it’s not just a space crammed with racks. The experience starts as soon as customers get to the door – there are colourful decals street-side and a bright window display… then onto a bright orange carpet, past clusters of tumbling fruits and cutesy objects, before shopping in themed corners and finally flopping onto soft lounges (to snap a few selfies). And there are mirrors – lots of mirrors ! Which all means loads of photo opportunities… they want you to upload & share, upload & share…

The SHEIN pop ups are much more than a sales event – they are a significant marketing exercise for the brand – which is probably why they’ve used a (local, Sydney-based) creative studio to deliver the Melbourne pop-up. SHEIN has used the pop up concept across the globe – too many locations to mention ! They have just opened their first permanent store in Tokyo, even though it still requires customers to scan & purchase items online.# SHEIN doesn’t really need to open stores, they’re doing very nicely with US$24 billion forecasted revenue for 2022^ And that’s all (mostly) online… sales from events such as the Melbourne pop-up would hardly count towards the bottom line. The value of their pop ups is in brand exposure / hits-on-line…

Customers can pre-register for access to the Melbourne pop-up – at eventbrite / SHEIN pop up


What –                   SHEIN Melbourne pop-up sale

Where –                 340 Flinders Street, Melbourne

When –                  Friday to Sunday – 10am to 6pm daily


* source :      / SHEIN opening a Melbourne pop-up store

# source :     / online giant Shein to open Tokyo store

^ source :              Wall Street Journal / fast-fashion juggernaut Shein


images :  SHEIN… My Guide Melbourne, eventbrite… Google Images


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