SHEIN is set to host its latest event, “SHEIN Live: Front Row,” streaming live across Facebook, X (formerly Twitter), YouTube, and Instagram. This event is part of SHEIN’s strategy to enhance its livestream shopping experience, building on the success of a similar event earlier this year, which showcased its spring-summer 2024 collection. The previous event was hosted by Ariel and featured actress Teala Dunn, podcast host Jenicka Lopez, and influencers Azra and Aisha Mian.
Last fall, SHEIN presented nine fall-winter collections in another shoppable live stream. The brand aims to continue this trend, using live streaming as a way to engage consumers and drive sales.
However, SHEIN could face challenges in the US market due to potential changes in shipping regulations. Currently, SHEIN benefits from the “de minimis” exemption, which allows it to keep shipping costs low for US customers. However, the Biden-Harris administration is considering removing this exemption, specifically for textiles and apparel. If passed, these changes could impact SHEIN’s ability to maintain affordable shipping for its US customers.
