The Australian Fashion Council has expressed strong disapproval over the timing of Shein’s upcoming pop-up store in Sydney, calling it “disappointing.” The Council also voiced concerns that the increasing presence of ultra-fast-fashion retailers like Shein could flood Australian shelves with low-cost, low-quality products, particularly in light of recent US tariffs on China.
The Café SHEIN FW25 pop-up is scheduled to run from May 8 to May 11, just days before the much-anticipated Australian Fashion Week (AFW) begins on May 12. The event, which will be held at Parramatta Town Hall, is being promoted as Shein’s “most expansive and immersive Australian retail experience yet.” However, Jaana Quaintance-James, CEO of the Australian Fashion Council, criticized the timing, pointing out that it coincides with a crucial moment for local fashion as the industry prepares to host the first-ever, industry-led Australian Fashion Week. She argued that the timing sends a conflicting message about the industry’s priorities and raised concerns about Shein’s business model, which often does not meet the ethical, environmental, and social standards upheld by Australian brands.
This news also comes at a time when Shein has recorded over $1 billion in annual sales in Australia for the first time. The company’s latest financial reports reveal that its sales reached $1.23 billion in the year leading up to December 31. Shein’s model, which features an extraordinary turnover of approximately 1.3 million items annually, stands in stark contrast to traditional brands like Gap and H&M, which introduce far fewer new items each year. The retailer’s aggressive social media marketing and frequent pop-up events have helped cement its popularity among Australian shoppers, raising concerns about the impact on local brands competing in a crowded marketplace.
Quaintance-James warned that the situation could worsen due to the US tariffs on China, which have had a particularly harsh effect on companies like Shein and Temu. These tariffs have forced the retailers to reassess their strategies, with Shein already indicating that price increases are inevitable. Quaintance-James fears that as Shein and other similar companies look to shift focus to markets like Australia, the local fashion industry will face an influx of poor-quality, low-cost products that undermine the standards set by Australian fashion brands.
In response to these growing challenges, the Australian Fashion Council has urged the federal government to provide targeted support for the local fashion industry. In its pre-budget submission, the Council requested $200,000 in support to help Australian brands compete more effectively with fast-fashion giants like Shein and Temu. Quaintance-James noted that the Council will hold an industry roundtable at AFW in May to gather feedback from brands on the impact of ultra-fast fashion. This initiative aims to guide future discussions with the government and help strengthen the local fashion sector, which contributes significantly to the national economy.
Quaintance-James also emphasized the importance of supporting local fashion, not only during Australian Fashion Week but throughout the year. She encouraged Australians to invest in homegrown fashion brands, noting that every dollar spent on local brands contributes to jobs, skills development, innovation, and a more sustainable future.
Shein has yet to comment on the criticism regarding the timing of its pop-up store and the effect of US tariffs on its business in Australia.
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