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Shein in Hot Water: Fashion Scene Rejects Low-Quality Imports

Daniel Kim Views  

There is growing controversy over the knockoff and low-quality Shein products imported into South Korea. However, the intense marketing pressure from China intensifies as Shein has been indiscriminately selling low-quality products online and offline. On Monday, Shein opened its first pop-up store, “Style in Shein,” in Seongsu-dong, Seoul. This pop-up is the first offline store and will run until the 14th.

During a visit to the pop-up store, products ranging from 10,000 – 20,000 won ($8 – 17) were on sale. It included the Shein brand (PB) Daisy, Spring/Summer (SS) collection worn by ambassador Kim Yoo Jung. There were products from UK SPA brands Missguided, Romwe, and Glowmode.

The biggest problem is that these problematic products are openly showcased offline. The showcased products had copied brand logos reminiscing of Polo Ralph Lauren, Kirsh, and more. They were sold for around $8. Furthermore, people criticized them for their quality. Given the low price range, many products lacked in material and finish.

A fashion industry official who visited the Shein store criticized the cheap materials and finishing work. She also mentioned how they did not consider the Korean market. The prints written on Shein’s clothes were poorly translated, making it an inefficient strategy. Furthermore, as the Korean fashion industry is competitive, copying popular brands’ designs won’t be fruitful.

However, the controversy surrounding Shein continues. Previously, harmful substances were detected in Shein’s products. According to Seoul City, on the 7th, 680 times the standard amount of phthalates were found in children’s boots.

Meanwhile, a Shein official said, “We are currently focusing on marketing related to ambassador Kim Yoo Jung,” and added, “As we are a platform, we have no plans for a permanent offline store.”

Daniel Kim
content@viewusglobal.com

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