Chinese Fast Fashion Brand Shein Opens in Paris Department Store
Thrives Despite Criticism of "Insult to French Fashion Industry"
Department Store Says, "Attacking Shein Means Attacking These People"
It has been reported that crowds are flocking to the first permanent offline store of Chinese fast fashion company Shein, which recently opened in a department store in Paris, France. According to Yonhap News, Frederic Merlin, Chairman of Societe des Grands Magasins (SGM), the parent company of BHV Department Store, posted on his social media on November 9 (local time) that "over 50,000 visitors have come to the Shein store within just a few days of its opening."
Customers are flocking to the BHV department store in Paris, France, which houses Shein's first permanent offline store. Photo by AFP Yonhap News
According to Chairman Merlin, the average amount spent by customers at Shein was about 45 euros (approximately 75,000 won). It was also reported that about 15% of visitors made purchases at other stores within the department store as well.
Chairman Merlin stated, "The visitors were vibrant, diverse, and represented the general public," adding, "Attacking Shein means attacking these very faces." He continued, "While other department stores have turned toward luxury and tourists, BHV has remained the department store for Parisians-a space for everyday, real, and authentic life."
SGM opened the Shein store on November 5 with the aim of attracting more customers and diversifying its customer base across the entire department store. SGM also plans to open Shein stores in five other regional department stores it owns. Donald Tang, Chairman of Shein, referred to France as "the capital of fashion and the birthplace of the modern department store," describing the opening of this store as "a gesture of respect."
Protesters opposing the opening of a convenience store outside BHV Department Store are holding posters. Photo by AP Yonhap News
This move has sparked controversy in France. There are growing complaints about fast fashion itself, citing issues such as low wages, poor working conditions, and environmental pollution resulting from cheap mass production. The French Women's Ready-to-Wear Association even issued a statement saying that SGM's collaboration with Shein "insulted the traditional French fashion industry."
Furthermore, Shein recently came under intense scrutiny from the French government after it was revealed that the company had sold adult dolls online. Although all illegal products have since been removed from the website, Shein has so far avoided a suspension of business operations.
However, the Ministry of the Interior filed a lawsuit with the Paris court on November 7, stating that "Shein has repeatedly violated regulations and is undermining public order." Authorities are also expanding their investigation to include other Chinese online shopping platforms such as Aliexpress and Temu.
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