- The fast fashion giant Shein has chosen France to open his first permanent physical stores in the world, as in the famous Lafayette galleries stores or the BHV shopping center in the Parisino neighborhood of Le Marais. This perspective is rejected by local and political entrepreneurs, who see a threat to trade.
The Asian Colossus of Fast Fashion Shein has chosen France to open its first permanent physical stores in the world, the brand announced, criticized by its thousands of products at a very low price sold online.
“This alliance is more than a simple launch: it is a commitment to revitalize urban centers throughout France, restore department stores and develop opportunities for French fashion,” said Shein, than promises to create 200 direct and indirect jobs.
Shein, founded in China in 2012 and based in Singapore, is mainly known for selling clothes and accessories at extremely low prices, with a large number of references and using a very aggressive marketing.
For now, the announcement of six points of sale in France are giving a lot to talk about. Little by little, from November, if the project goes ahead, brand fans, who until now had to acquire the products online or in few ephemeral stores, can find them in the emblematic BHV Marais, in the middle of the tourist center of Paris, thanks to an alliance with the Sociést de Grands Magasins (SGM). Or in five Galleries Lafayette de Provincia, in Dijon, Reims, Grenoble, Limoges or Angers.
The news was received with suspicion by the French business and politicians. The mayor of Angers and former ecological transition minister Christophe Béchu, protested: “Angers has not chosen Shein!” The politician, who affirms “defending local commerce,” considers that “Shein’s arrival goes against our convictions.”
Law against ephemeral fashion
The deputies who work in a law against the “Fast Fashion”, which seeks reduce the economic impact for the French industry and the environmentThey questioned the prime minister on Thursday, asking him to “accelerate” the process for the text to quickly enter into force. However, this has just received detailed opinions from the European Commission, which requires that the text be reviewed, in particular the article related to the total prohibition of advertising for ephemeral fashion actors.
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These elected representatives also ask the Government to examine the SGM shareholding structure: “They can buy a good reputation with private money, but not with public money,” said conservative deputy Antoine Vermorel-Marques, in reference to negotiations between SGM and the Bank of Territories (deposit box) to acquire the real estate of BHV Marais.
Especially since Caisse des dépôts has also declared that “does not support” this alliance.
On Thursday, the mayor of Paris asked SGM to “reconsider” this commercial union that “It is equivalent to supporting a model based on social exploitation, the opacity of supply chains and massive textile pollution”
In a statement to the press, the socialist mayor Anne Hidalgo said that “Paris denounces the implementation of Shein” and expresses her “deep concern” about BHV’s decision to host the brand.
Shein “cannot be the Savior of a sector that has contributed to weakening,” denounced the trade alliance, which criticizes collaboration because it confers the brand “a form of recognition, when its operation is contrary to the efforts of transformation of the sector.”
The Shein company has been accused of environmental pollution for the huge volumes of clothing that it puts on the market and is under suspicion of the working conditions of its suppliers.
In Europe, the textile and fashion sector reproaches Shein to make unfair competition in front of local companies because it does not meet the same European norms on environment, social rights and consumer security.
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