Shein, the ultra-fast fashion giant that’s taken the globe by storm, has brought on another heavyweight executive to help steer its ship. It lately onboarded Jessica Liu, former co-president at the Southeast Asian ecommerce giant Lazada, as its vice president of global brand operations.
Liu will be responsible for “global brand partnerships,” according to Shein’s post on LinkedIn. This is an intriguing development, given the platform has focused mostly on its private labels Shein, Romwe, and Sheglam.
Is this Shein admitting that the fast fashion business is not sustainable or is it a case of them wanting to become another horizontal cross-border marketplace?