A long line of 2,000 people winds through the shopping center, security guards distribute water to teenage girls who nervously scan the windows: the scene takes place on Tuesday, June 21, during the opening of the ephemeral store Shein in Montpellier.
That morning, as in Toulouse in May, crowds flocked to the slashed prices of the 100% online fashion brand, which became the most visited fashion site in the world in 2021. With an average price of 7 euros and a perfect alignment with trends, its clothes make Generation Z salivate. In France, the Chinese brand is increasingly relying on pop-up stores to seduce fans of "fast fashion", these brands that quickly renew their collections. and low price.
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