Shein names new VP, global brand operations

Shein names new VP, global brand operations

Chinese fast-fashion company Shein

Jessica Liu – Shein

In a post via LinkedIn, Shein said Liu will be ” responsible for global brand partnerships.”

Liu comes to the role from Southeast Asian e-commerce giant Lazada

Prior to that, Liu had several roles at parent firm AlibabaAmazon

“​Jessica brings rich experience in the e-commerce sector across global markets, and we look forward to having her join the Shein growth story,” said Shein, in a statement.

In 2021, Shein managed to break into the U.S. and European markets and achieved a gross merchandise value of $20 billion. 

Most recently, the company opened its first permanent “even space” in Tokyo.

But it hasn’t been all good news for the Chinese firm. In recent weeks, the company has come under fire for its rumored mistreatment of workers across its supply chain, following a UK documentary that exposed the apparent issue.

After airing, the film prompted Rolling Stone

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