Need for Awareness
The content Shein published on its social media platforms was more focused on its fashion line rather than its kitchenware, which meant there was minimal awareness when it came to its wide range of home and kitchen products. To counter this, Shein set out to attract new consumers in the region, by endorsing a famous chef in such a way that would influence and create awareness of the brand, through the chef’s credible and trustworthy reputation.
