Forever 21’s partnership with Shein comes after shoe brand Skechers joined its marketplace in June, which allows shoppers to purchase third-party products on Shein’s platform. The Asian firm launched its US market in May, a month after offering an identical service in Brazil.
Liza Amlani, founder of consultancy Retail Strategy Group, said that despite the ethical, environmental and political criticism Shein faces, the company is a prime target for business partners who want more eyeballs for their brands.
The deal with Forever 21 will help Shein reach beyond its ultra-fast fashion customer base, primarily Generation Z, Amlani said. “A stake in SPARC would allow Shein to gather insights and go-to-market strategies on launching a physical presence,” she said.