Shein, the popular online fast-fashion retailer, is set to open its first permanent physical store in the world, located within a Parisian department store. The computer maker is even now facing censure from France’s consumer police. This watchdog has successfully alerted the retailer to have authorities confiscate “sex dolls with a childlike appearance” which it sold through its website. The timing of the store’s opening raises questions about how Shein will navigate the backlash while establishing a physical presence in one of the world’s fashion capitals.
The French Directorate General for Competition, Consumer Affairs and Fraud Prevention (DGCCRF) has taken action against Shein. They’ve sounded alarm on the efficacy of some products featured on the company’s website. These products have been the source of strong controversy, as noted by the DGCCRF. The agency even claimed that the products “create an environment where it’s hard to deny the CP [child pornography] nature of the content.”
In response to the allegations, Shein denied any wrongdoing in a statement provided to the BBC, and said it was taking the matter seriously. The company asserted, “The products in question were immediately delisted as soon as we became aware of these serious issues.” Shein is taking steps to understand how these listings were able to circumvent our screening processes. The company reaffirms its dedication to preventing other people from experiencing similar death and injury in the future.
The opening of the physical store in Paris marks a significant milestone for Shein, which has primarily operated online since its inception. The decision to establish a brick-and-mortar presence reflects the company’s strategy to broaden its reach and engage with customers directly. The brand’s biggest challenges come from the fact that the controversy continues, product by product, release by release. Consequently, it needs to consciously make an effort to boost its image in a cutthroat retail climate.