Introduction to Shein’s Physical Store

Chinese online fast fashion retailer Shein is set to open its first physical store in Paris on November 1. The store will occupy the sixth floor of the legendary BHV Marais department store, which has been a mainstay of the Eiffel Tower-view district for nearly 170 years.

French Fashionistas’ Backlash

However, the decision to allow Shein to set up shop has been met with backlash from French fashionistas, who view the brand as a symbol of fast fashion and a betrayal of the country’s rich fashion heritage. Paris Mayor Anne Hidalgo has condemned the establishment of Shein, stating that it contradicts the city’s values.

Employee Protests

BHV Marais employees have also protested the opening, waving union flags and giving speeches outside the department store. They argue that Shein’s business model, which relies on cheap labor and violates environmental and human rights standards, is at odds with the store’s commitment to promoting products that are French, made in France, or at least artisanal.

Brands Removing Products

Several brands, including organic skincare lines Aime and Talm, Culture Vintage, and Le Slip Francais, have announced that they will be removing their products from the department store in response to Shein’s arrival. Mathilde Lacombe, President of Aime, stated that their collective decisions shape the future of the industry and that they cannot support a brand that contradicts their values.

Shein’s Business Model

Shein’s move to open a physical store comes after France passed a law requiring a fee of 10 euros per item of clothing purchased online. By opening a physical store, the company can avoid these additional costs. However, the brand has faced criticism for its ultra-fast fashion business model, which has been compared to highly processed foods. Fashion editor Dana Thomas has described Shein as "the junk food of fast fashion."

Expansion Plans

Despite the backlash, Shein plans to expand in five other French cities, including Dijon, Reims, Grenoble, Angers, and Limoges. The company’s chief executive, Donald Tang, has defended the physical boutique, stating that it honors France as a fashion capital and embraces its spirit of creativity and excellence.

Regulatory Issues

Shein has faced regulatory issues in the past, including a 40 million euro fine from France’s antitrust regulator for "unfair commercial practices" after a year-long investigation into misleading promotional discounts. The brand’s arrival in Paris has sparked controversy, with many questioning its commitment to sustainability and social responsibility.