Shein jumps on the third-party brandwagon with Alibaba veteran

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?

The question of Shein is an interesting one.

They have managed to stay on the right side of “trendy” and avoid the fate of players like Wish in the past. What types of brands might want to be associated with Shein? Quite a few I imagine.

There are probably also many that will want to avoid it.

I swear Shein is the most “gamified” eCommerce site I have ever been on…