Shein’s Popularity and Growth in Mexico
Patrick Lassauzet, Director of Corporate Communication for Shein Mexico, confirmed that wedding dresses are among the top-selling categories on Shein’s fashion and lifestyle platform in Mexico.
“As a private company, I can’t provide specific numbers, but I can say that wedding dresses are one of the most popular categories for Shein in Mexico, indicating a strong demand,” Lassauzet stated.
The Rising E-commerce Trend in Mexico
Lassauzet highlighted that Mexico is one of the fastest-growing e-commerce markets globally, with an 84% penetration rate compared to the worldwide average of 60%, as per Statista data.
By 2029, it is estimated that nearly 90% of the Mexican population will shop online. This growth has made it easier for consumers to access high-fashion items, including wedding attire, previously reserved for higher socioeconomic levels.
In 2023, there were 501,529 marriage registrations in Mexico, according to the National Institute of Statistics and Geography (INEGI). Lassauzet noted that Shein targets a broad base of Mexican consumers who previously lacked affordable access to fashion, particularly for special occasions like weddings.
Shein’s Strategy and Trend Identification
Lassauzet explained that Shein’s approach in the wedding dress segment relies on understanding consumer patterns across its operating markets.
By analyzing data, the company identifies trends and tailors its offerings to meet specific needs regarding sizes, designs, quality, budget, and more.
To achieve this, Shein has launched six brands catering to various styles: Hearbobo, Smilprince, Glamrae, and Faeriesty.
“We’ve introduced different brands over the years, depending on consumer trends in each market. Shein’s secret sauce is analyzing data and information to refine our value proposition,” Lassauzet asserted.
Unlike traditional brands, Shein does not plan collections years in advance. Instead, it analyzes current data to create a proposal addressing the immediate needs of brides.
All Shein fashion products follow a made-to-order model. Small batches of items, such as wedding dresses, are released and production is adjusted based on demand to minimize waste or excess inventory.
“It’s not the same to produce 150,000 wedding dresses with black bows if there’s no guarantee of demand,” Lassauzet emphasized.
Supporting Local Production
Besides its Chinese products, Shein promotes local production through its Marketplace in Mexico.
More than 10,000 businesses sell their products via Shein’s platform, including collaborations with 57 Mexican designers.
