Criticized by many, loved by thousands, the truth is that we cannot ignore the rapid growth that the Chinese brand has had in the country. That is why the e-commerce giant, Shein, emphasizes the different initiatives it has for Mexico in 2023.
At a breakfast for the media and influencers, the information was released in a timely manner. In an attempt to be more transparent with consumers, Shein will be carrying out environmental projects, promoting entrepreneurship and donations in different parts of Mexico.
The three pillars of SHEINCares
Among them is SheinCares“a multi-year, $10 million commitment focused on supporting global nonprofit organizations that seek a better future for people and the environment,” a statement read.
1. Protect our planet
Through local and global initiatives they seek to contribute to the protection of the globe’s biodiversity. In Mexico it is reflected in The Next Cycle.
2. Support communities
Here we seek to promote gender equality, as well as the holistic development of children, and support vulnerable communities. For example, in the Aztec country, resources are provided for the fight against breast cancer and cancer in children, together with allied foundations such as Dr. Sonrisas, Amanc, CIMA and FUCAM.
3. Empower entrepreneurs
The program is aimed especially at designers and artists through SHEINX Designers. So, this year they will continue to launch collaborations with Mexican talent.
Upcoming releases and Pop-Ups stores
In 2022 the collections came out in collaboration with Maité Perroni, Belinda, Dome Lipa, the Mexican Football Federationand with Frida Kahlo Corporation. The brand anticipated that this 2023 there will be many more.
On the other hand, this year pop-up stores will continue. In 2022 they were present in Guadalajara, Monterrey, León and Mexico City. Now, the first one will be in Cancun on March 22. In addition, another twist that this commercial strategy takes, that more than selling the products and styles physically, the initiative begins The Next Cycle.
The Next Cycle
“We know that our users sometimes have clothes in their closet that they no longer wear, want, or need,” they explained.
Therefore, the Cancun pop-up will be the first corner of The Next Cycle, which seeks to give a second chance to all those clothes that otherwise could only be thrown away. The good part is that every time there is a temporary store it will be activated and the people who donate their clothes will receive a gift or surprise for participating in this cause.
What will be done with all those donated clothes? Shein in Mexico has partnered with Texeco, an expert company in textile recycling, which will help to separate it depending on the quality of the clothes. Therefore, it can be donated to shelters for women and children or also destined to design houses specialized in upcycling. While everything that can be recycled will go through a process within the Texeco facilities.
New voices, new designers and ventures
Those who are more related to the brand will know Shein Xthe project that is already two years old with 25,000 thousand original creations in 2023, which seeks to support emerging designers around the world. For example, in numbers, more than 3,000 collaborations that are sold globally on the platform. This initiative has ‘disbursed’ more than $5.37 million in commissions to designers and artists in 20 countriesaccording to data from e-commerce.
In Mexico, it has gained strength and several creators have already participated. This year since January the collections of Vero Díaz, Carolina Velarde, Larissa Torres, María Ponce and Jonathan Morales, the creative director of No Name Studio.
Mexican designers talk about Shein
“For me as a designer, being on a platform like Shein allowed me to better understand the market and understand that good design goes beyond style innovation. But when you connect with people, with their needs, with the different types of bodies, and you see the answer. We precisely had a sold out in or three days, and it was like wow, I have the ability to do that globally,” he said. Caroline Velarde.
Mexican talent is seen all over the world, since according to data from Shein, it is the main country that has acquired the collections, in addition to Italy, Spain and the United States.
“It has been an experience that I would do a thousand times, it has been great to be able to collaborate. It was all a storytelling on a personal and professional level that is done from Mexico and that can reach places globally”, said Maria Ponce.
For his part, Jonathan Morales from No Name Studio explained: “The collection was super interesting, we didn’t really think it was soul out in less than a month. That is to say, we have two pieces left and not even I could have the garments of my own creation, but we are very happy”.
“We have always bet as a 100% Mexican brand, to act local and think global. It is one of the most important things to me that people in the world identify us with the work we do here. Even people from J have written to meapon, korea, spain, portugal, from many places saying that they have my collection and that they want to continue buying my products”.
“In Mexico there is design, there is fashion and now it is fashion for the world,” concludes the designer.
Other not so well-known actions of Shein
Last but not least, the Chinese brand has promoted certain initiatives that counteract criticism of the fast fashion or fashion in real time. So, with them they seek to generate a positive impact by putting their ‘grain of sand’.
1. Commitment to reduce greenhouse gases
The company made a commitment to reduce global greenhouse gas (GHG) emissions by 25% by 2023.
2. Stock limited
Contrary to what many might think, according to Shein, only 50 to 100 pieces are produced per new product. In addition, only the designs with high demand are created many more units.
3. Digital printing
On the other hand, more than 50% of the products have digital thermal printing. So, thanks to this technique, more than 590,000 liters of water were saved.
4. Eco-friendly collection
One of Shein’s top brands, presented its MOTF ECO line. Therefore, it transformed PET containers into polyester to create garments such as dresses, tops and cardigans.
5. Supplier Program
According to the brand, a case of 15 million dollars has been allocated to benefit approximately 300 suppliers.
Mariel Otero Journalist passionate about fashion, the world of beauty and the source of lifestyle. Lover of stories worth telling, series, movies and sagas. Cheesy and closet geek.