Shein is targeting university students with a truck and mobile station at numerous campuses in Ontario, including the University of Toronto, York University, Western University, and Queen’s University.
Working with the Concierge Club, the brand invited participants to customize a T-shirt while exploring its latest offerings in womenswear, menswear, home goods, stationery and accessories. The activation featured and promoted exclusive collections, including the Glowmode and Harry Potter line.
The truck, which toured university campuses from August 28 to September 7, was supported by social media ads and promotion on the brand’s website. The activation was also present at the Canadian National Exhibition (CNE), which attracted more than 25,000 visitors, according to Shein.
At each event, the brand will also be collecting used clothing, which will be donated to a local non-profit organization, in exchange for new ones. While the fast-fashion company said the initiative is meant to highlight the brand’s dedication to both fashion and social responsibility, Shein was found to have nearly doubled its carbon dioxide emissions between 2022 and 2023 (according to its third annual sustainability report, released last month) and has been battling climate activists who say the budget-conscious brand’s hidden costs are significantly impacting the planet.
Shein’s other recent marketing efforts have also centred on promoting the brand among a younger audience. From August 2 to 4, the fashion brand hosted a bubble-themed pop-up at the Veld music festival in Toronto, and from August 10 to 1 at the ÎleSoniq festival in Montreal. Both activations, which drew more than 10,000 people, also allowed Shein to promote its new collection with Maalavidaa, which encourages self-expression (via bright colours and abstract prints), an area of focus for the company right now, a spokesperson tells Media in Canada.
