Online fashion retailer Shein appoints Australian marketing agency

Online fashion platform Shein has appointed marketing agency How Communications to its brand account.

The Chinese e-commerce company is worth an estimated US$15 billion, with some, such as Insider,  labelling it as a fast fashion brand, that “encourages a cycle of constant buying”.

The project is in partnership with Melbourne fashion PR agency Effie & Co, and includes an ongoing 12 month PR campaign to establish the Shein brand in Australia.

Ted Wang, country head AUNZ at Shein, said: “The How Communications pitch showed extensive Australian market knowledge; this is important as we aim to raise awareness of Shein’s commitment to local fashion in Australia.”

Doris Li, co-founder at How Communications, said: “Our clients rely on people with their finger on the pulse in each local market to succeed. As the world’s fastest growing online fashion platform, it is really exciting for How Comms to be part of Shein’s growth in the Australian market.”

On the nature of the events and activations, Li added: “Shein will do what’s right for the Australian market and will bring all sorts of innovative ideas to help Australians wear their wonderful.”

Effie Young, Effie & Co’s co-founder, said: “We look forward to bringing our Australian fashion expertise and experience across PR, events and influencer marketing working with Doris and the How team to create fantastic shows and events and introduce Australia to the buzz that Shein has created world-wide.”

How Communications has offices in Melbourne, Sydney, Adelaide, Beijing, Shanghai, and Munich. Its clients include AFL, Chanel, Sukin and Unicef Australia.


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