A difficult alliance to swallow for the French ready to use. On Tuesday, Shein announced a “strategic association” with the Pimkie brand that can distribute its articles on the Chinese platform as part of the “Shein Xcelerator” program.
This program aims to “support the French brands established in their digitalization, in their internationalization,” he said in BFM Business Quentin Ruffat, Shein France spokesman.
“I remember that we sell in 160 countries, therefore, thanks to this association, Pimkie can now be distributed in 160 countries, providing them with a set of custom services such as our logistics services, our production on request, our online control management and all our marketing tools,” he added.
For their part, the French textile federations punished this association qualified as “unacceptable” by the commercial alliance that accuses Shein of “respecting any of the rules that other brands strive to apply.”
French brands “have the same suppliers as us”
In difficulties for several years, fashion and textile players are impatient to legislative slowness against Shein, Temu or Aliexpress, large Asian electronic commerce platforms accused of flooding the European market of products at broken and non -compliant prices, harmful competition, environmental pollution and work without zography.
But for Quentin Ruffat, Shein “absolutely not” is responsible for the difficulties of the clothing sector. “The problem of French ready to use is that there has been a difficulty to reflect on the new methods of consumption, in digitalization,” he said, added that “5% of the billing of French brands ready to use” comes from digital.
In addition, if Shein is so successful with consumers, it is because “we understood their needs, their aspirations,” the group spokesman continued in France. And “if our prices are also low, it is only thanks to our economic production model at the request that allows us to limit the undersimate, limit the actions and, therefore, reflect it on the final price of our products.”
Because “more than 70% of the textile production of French brands ready to use is made in China, in the same suppliers as us,” Quentin Ruffat added that calls “to leave opposites” to the two models.
“Take the best of both worlds. We are available (brands), we want to work with them, we want to interact with them,” concluded the spokesman, ensuring that discussions are underway “with other tricolor brands to establish new associations.
Source: BFM TV
