Online fast fashion retailer SHEIN is hosting the latest in its traveling series of pop-up events at San Francisco’s Embarcadero Center from June 24 to 26, 2022.
The three-day event promised a showcase of more than 1,000 different styles with the product assortment rotating daily. Shoppers had to sign up for a time slot online prior to the shop’s debut, with slots for all three days quickly selling out. A standby line was available for customers not able to reserve a spot in advance, although entrance wasn’t guaranteed.
SHEIN took the opportunity to showcase some of its special lines, including the designer-led drop range SHEIN X, the plus-size SHEIN Curve range, a PRIDE-themed assortment and its higher-end MOTF line made from “quality materials and construction.” The Chinese-based retailer has frequently come under fire for its questionable business practices, with stories of the waste and churn of cheap apparel, poor working conditions, bad product quality and claims of counterfeiting regularly landing SHEIN in the headlines. Consumers are still shopping SHEIN in droves, however, as evidenced by the sold-out San Francisco event.
The company’s pop-ups are part of its ongoing campaign to boost its brand transparency, but Bay Area-based ThredUP took the opportunity to encourage consumers to shop more consciously. The online resale platform offered Bay Area customers 40% off their first ThredUP purchase and free shipping if they pledged not to shop the SHEIN pop-up event.