World’s Largest Online Fashion Company

Last week, the Dutch newspaper de Volkskrant published an article about the Chinese company Shein, the largest online fashion company in the world. In addition to its online sales, Shein has also opened outlets in places like Utrecht, Arnhem, and The Hague, as reported by de Volkskrant. However, the newspaper questioned whether these are actually ‘official’ Shein outlets. It turns out they’re not. In de Gelderlander, another Dutch newspaper, a Shein spokesperson told  that these shops are “in no way authorized by or affiliated with us.”

Shein Polen
A Official Shein Store in Poland

Perfect Copy

A visit to one of these Shein outlets shows that the stores are near-perfect copies of the real Shein. Not only has the brand name been copied exactly, but the product selection is identical: extremely cheap clothing of dubious quality. Whether this clothing, like that from the real Shein, is produced under poor working conditions in shady Chinese sweatshops is unknown, but given the prices, I would not be surprised.

Shein verpakking

24 European Shein Brand Registrations

So, let’s check whether Shein has properly protected its trademark. It seems they have. The Chinese have it locked down. They own no less than 24 European and two Benelux registrations for trademarks containing the word Shein. The Dutch Shein outlets should brace themselves.

No Monopoly on Selling Dubious Clothing

Still, I might be exaggerating when I say these outlets could soon close. You could always just take down the Shein-outlet sign. Then, technically, you’re no longer infringing. After all, no one has the exclusive right to sell clothing manufactured under dubious conditions at rock-bottom prices.

Bas Kist

This article was published in October 2024 on Adformatie.

 

Banner Shein shirt: Mogomusta, CC BY-SA 4.0, via Wikimedia Commons

Image Shein store: DMCGN, CC BY 4.0, via Wikimedia Commons

Image Shein packaging: Danielll10, CC BY-SA 4.0, via Wikimedia Commons

Bas Kist is mede-oprichter van Merkenbureau Chiever. Hij schrijft regelmatig artikelen over merken- en auteursrecht in de Volkskrant en Adformatie. Daarnaast is hij docent bij de European Institute for Brand management EURIB.