Still low cost, but no longer "low profile".
Buoyed by its phenomenal success with teens around the world, online clothing store Shein (pronounced “china”) has sent one of its top executives to Davos.
On November 11, a lucky date for Chinese e-merchants (it's Singles Day, the commercial operation organized by Alibaba), Donald Tang, the executive vice-president of Shein, registered at the World Economic Forum.
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After a visit to Paris at the end of the week, this American born in Shanghai, ex-vice-president of the investment bank Bear Stern, is these days in Switzerland.
At Shein's headquarters, now based in Singapore, it is believed that the company matters globally and therefore belongs in Davos.
This is an opportunity to gain a respectable profile, at a time when Shein, often criticized for his methods, seems to have great ambitions.
When Donald Tang was recruited in November 2022, many saw it as a desire to…
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