Dive Brief:
- Continuing its livestream shopping efforts, Shein is introducing its spring-summer 2024 collection on Sunday via a special episode of its shoppable livestream show “Shein Live: Front Row,” the fast-fashion retailer announced Tuesday.
- The company tapped Shein host Renee Ariel to present the livestream show and enlisted actress Teala Dunn, podcast host Jenicka Lopez, and influencers Azra Mian and Aisha Mian to participate.
- The spring-summer collection will feature clothing within six themes: summer vacay, effortlessly elegant, casual chic, modern classics, sweet as honey and street style, per the press release.
Dive Insight:
Shein is continuing its livestream shopping strategy with the reveal of its newest collection. Last September, the fast-fashion retailer also showcased apparel from its fall-winter collection during a shoppable livestream event.
With its upcoming livestream, shoppers can view the three-hour showcase on YouTube, X, Instagram and Facebook, and the shoppable experience will be available on the retailer’s mobile app.
“Building on the success of last fall’s Shein Live: Front Row event, we are thrilled to unveil the next chapter in our innovative virtual fashion experiences,” George Chiao, president of Shein U.S., said in a statement. “The Spring/Summer showcase continues as an interactive celebration of style that instantly connects our vibrant community to the latest Shein collections.”
Livestream shopping events are catching on more broadly across retail, including at Best Buy, Ulta and Pacsun. Resale site Poshmark last year created its own live shopping feature, dubbed Posh Shows. In addition to showcasing products, Posh Shows enables users to list their products, ship merchandise and add description tags to their livestreams.
In addition to shoppable livestreams, Shein has also tried to reach customers offline. In November, the fast-growing online retailer introduced its “Home for the Holidays” pop-up shop within the Forever 21 store in New York’s Times Square.
Amid its efforts to reach shoppers online and in person, Shein at the end of last year reportedly confidentially filed for an initial public offering to become publicly traded in the U.S.
