Shein to host 100 parties in four Indian cities this week

By

Isabelle Crossley

Published
Dec 5, 2019

Fast-fashion retailer Shein is promoting its brand across India with interactive events. The brand will host 100 parties over five days in four cities to promote its brand across Indian campuses. 

To promote its party wear for the winter season, Shein has launched a new initiative to engage millennial shoppers in India, the brand posted on Facebook. From December 6 to 10, Shein will host “parties” with its campus ambassadors where guests can shop the brand’s party wear at discounted prices and play games to win gift vouchers. 

The brand also set up a live online party to promote its dedicated shopping app and showcase its party wear on December 5. The brand is also hosting a number of contests on its social media this month to promote its party wear. 

The brand had to temporarily shut down operations in India in July following a crackdown on shipments imported from China by Mumbai customs officials. The brand’s official India retailer Sino India Etail had goods seized for allegedly failing to pay import duties but the site is back up and running now. 

Shein entered the Indian market in 2017. The brand retails value fashion and caters to a millennial customer base.