TORONTO—After seeing success connecting with consumers virtually during the pandemic, global e-retailer SHEIN has returned to in-person activations with a mission—and an Instagramable moment, of course.
The fashion and lifestyle brand’s most recent experience (a floral-clad pop-up held at Stackt Market in Toronto last month—the brand’s first in Canada) served to show off its newest collection, evoluSHEIN, a “purpose-driven collection” made with preferred materials such as recycled polyester and forest-friendly viscose.
To bring the three-day event to fruition, SHEIN tapped full-service creative agency Beveridge Marketing out of Aurora, Ontario. After spending about three months on the project and investing in pre-event marketing, which leaned heavily on influencers, email marketing, and social media, the activation drew more than 4,000 attendees and featured strong local ties.
“The brand activation allowed Canadian fans to touch and feel SHEIN products while engaging with the brand in person for the first time,” said Elena Fordham, Beveridge Marketing’s founder and principal. “Visitors loved the location and sustainable aspects of the pop-up, including the Vancouver-designed Molo wall and stools showcasing SHEIN's eco-friendly brand evoluSHEIN.”
With sustainability being a key part of the event’s messaging, Fordham’s team landed on a wildflower garden theme that drove the clean, colorful design of the experience. As guests entered the space, they were met with a branded photo op flanked by sizable faux floral arrangements, which were fabricated by local design company DrawBox, who pulled from SHEIN’s own collection of home decor to create the blooming installation.
While eventgoers shopped SHEIN’s latest collection of fashion-forward and environmentally friendly threads, jewelry, accessories, and makeup, they were prompted to scan a convenient QR code for any products that caught their eye that they wanted to be delivered straight to their homes. Other points of attendee engagement and entertainment included a live DJ (Lissa Monet of Luxelife Sound, sourced by Black female-owned Reservedx, which collaborated with Beveridge Marketing on event production), a SHEGLAM beauty-tester counter, and a press-on nail manicure bar hosted by Toronto-based TIPS Nail Bar + Beauty.
Further emphasizing SHEIN’s partnership with local businesses and recycled materials, the brand donated all products from the pop-up to Toronto-based nonprofit New Circles Community Services, which provides clothing, employment skills training, and settlement support to individuals living in poverty.
Of course, no successful event is ever accomplished without its own unique challenges. Fordham said, “The biggest challenge was the location. We predicted a large turnout, and Stackt Market was very accommodating, but a few changes happened in the final days leading up to the event so that customers would enjoy some shade and hydration while they waited in line to enter the pop-up.”
But it’s these challenges that make planners appreciate the wins: “The biggest successes were the floral display for photo moments and the nail bar,” Fordham explained. “The whole SHEIN team worked tirelessly to create an incredible customer experience. We were all so proud of the feedback from SHEIN fans and delighted to see the images and reels go viral online. The event hashtag was used over 62,000 times on TikTok alone!”
Keep scrolling for a closer look at the multiday, branded experience.
VENDORS
Planning, PR, & Production: Beveridge Marketing, Reservedx
Entertainment: Luxelife Sound
Fabrication: DrawBox
Nail Bar: TIPS Nail Bar + Beauty
Philanthropic Partner: New Circles Community Services
Venue: Stackt Market
The three-day activation was held to promote the brand's newest collection, evoluSHEIN, a “purpose-driven collection” made with preferred materials such as recycled polyester and forest-friendly viscose.Photo: Frank Lin
As guests entered the space, they were met with a branded photo op flanked by sizable faux floral arrangements, which were fabricated by local design company DrawBox—who pulled from SHEIN’s own collection of home decor to create the blooming installation.Photo: Frank Lin
While eventgoers shopped SHEIN’s latest collection of fashion-forward and environmentally friendly threads, jewelry, accessories, and makeup, they were prompted to scan a convenient QR code for any products that caught their eye that they wanted to be delivered straight to their homes.Photo: Frank Lin
Guests were treated to a press-on nail manicure by Toronto-based TIPS Nail Bar + Beauty.Photo: Frank Lin
