Shein appoints How Communications to help establish Australian presence

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 29 July 2021

Global fashion platform Shein has appointed marketing agency How Communications to help strengthen its presence in the local market.

As part of its responsibilities, How will work with Melbourne fashion PR agency effie&co on an ongoing 12-month PR campaign to firmly establish the SHEIN brand in Australia. This includes a number of major launch events, outdoor, digital and fashion shows earmarked for later in the year.

“We chose How Communications because of their strategic thinking, results-driven approach and a unique understanding of international markets,” says Shein country head AUNZ Ted Wang.

“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.”

According to a new report by Earnest Research, Shein began 2021 with a 13% market share of the fast-fashion online category in the US. Since January, the retailer has grown to 28% of overall fast fashion sales, overtaking H&M, Zara, and Forever21.

“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,” says effie&co co-founder Effie Young.

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