Dive Brief:
- Shein is introducing five new fall and winter fashion collections during its shoppable livestream experience, dubbed Shein Live: Front Row, on Sunday, the fast-fashion retailer announced Monday.
- During the 90-minute show hosted by Renee Ariel and Julissa Bermudez, the retailer will feature Shein customers modeling the clothing. The collections, titled “Winter Edge,” “Effortlessly Casual,” “Keep Cool,” “Cozy Chic” and “Modern Elegance,” feature styles ranging from sweater dresses to outerwear.
- Shein will livestream the show on Facebook, X, YouTube and Instagram. Viewers can buy the items they see in real-time through the retailer’s app, per the press release.
Dive Insight:
Shein is continuing its efforts to push livestream shopping. Earlier this year, the company held a livestream shopping event to promote its spring-summer 2024 collection. The retailer tapped Ariel to host the event and brought on actress Teala Dunn, podcast host Jenicka Lopez, and influencers Azra Mian and Aisha Mian to take part in the show.
Last fall the company also showcased nine fall-winter collections during a shoppable livestream show.
As Shein highlights its new fashion collections to consumers, the fast-fashion retailer could soon face a hurdle in reaching U.S. consumers: new shipping regulations. Though Shein and its competitor, Temu, have used the “de minimis” exemption, which allows them to keep shipping costs low, lawmakers are weighing whether to get rid of the exemption, and U.S. Customs and Border Protection has been stepping up its enforcement on such shipments.
This week, the Biden-Harris administration announced plans to restrict the kinds of goods that businesses can ship via the de minimis exemption and improve the information collection process for those packages. The administration has also called upon Congress to pass reform legislation that would exclude textiles and apparel from de minimis eligibility.
