Shein将在巴黎开设实体店

The BHV Marais department store in the center of Paris is more associated with luxury brands than fast fashion. But soon, it will also be home to Shein‘s super-cheap clothing, as the otherwise online brand takes over a floor of the historic Parisian department store, which has been open since 1856.

位于巴黎市中心的 BHV 玛黑区百货公司（BHV Marais）与其说是快时尚，不如说是奢侈品牌。但很快，这里也将成为 Shein 超低价服装的所在地，因为这个原本在线的品牌占据了这家历史悠久的巴黎百货公司（自 1856 年开业以来）的一个楼层。

Shein has tried physical, in-person shopping before in different cities with temporary “pop-up” stores, but the Paris concession opening in early November will be its first permanent location.

Shein 之前曾在不同城市尝试过通过临时“快闪店”进行实体店购物，但 11 月初开业的巴黎专卖店将是其第一家永久性门店。

The company said France is a “natural choice” for its store because of the country’s influence on fashion and culture.

该公司表示，由于法国对时尚和文化的影响力，法国是其开店的“自然之选”。

Shein also plans five more stores in the French cities of Dijon, Reims, Grenoble, Angers and Limoges. These stores will be opened in Galeries Lafayette department stores — a chain usually known for its luxury offerings.

Shein 还计划在法国第戎、兰斯、格勒诺布尔、昂热和利摩日等城市再开设五家门店。这些门店将开设在以奢侈品闻名的老佛爷百货公司内。

The Galeries Lafayette locations that will host Shein stores are franchises operated by the commercial real estate company Société des Grands Magasins (SGM), which also owns BHV Marais.

将开设 Shein 商店的老佛爷百货公司是商业房地产公司 Société des Grands Magasins (SGM) 经营的特许经营店，该公司还拥有 BHV Marais。

But the main Galeries Lafayette company has criticized SGM for working with Shein, even saying the deal breaks its franchise agreement. Galeries Lafayette said it would try to stop the Shein openings, “given the positioning and practices of this ultra-fast fashion brand, which contradicts our offering and values,” reports The Guardian.

但老佛爷百货公司却批评 SGM 与 Shein 的合作，甚至声称该交易违反了其特许经营协议。老佛爷百货表示，将试图阻止 Shein 的开店，“因为这个超快时尚品牌的定位和做法与我们的产品和价值观相悖，” 《卫报》报道。

Meanwhile, Yann Rivoallan from fashion industry group Fédération Française du Prêt à Porter Féminin accused SGM of trying to flood the French market with even more disposable products.

与此同时，来自时尚产业集团 Fédération Française du Prêt à Porter Féminin 的 Yann Rivoallan 指责 SGM 试图用更多的一次性产品涌入法国市场。

The fashion industry is one of the world’s biggest producers of greenhouse gas emissions. And with 35 items of clothing thrown away every second in just France, according to state environmental agency Ademe, fast fashion — which is known to be cheaply made and quickly thrown away — is creating a serious waste issue too.

时尚行业是全球最大的温室气体排放源之一。据法国国家环境机构 Ademe 统计，仅在法国，每秒钟就有 35 件衣物被丢弃。快时尚——以廉价制造和快速丢弃而闻名——也造成了严重的浪费问题。

In June, the French Senate backed new legislation that would mean stricter regulations for fast fashion brands like Shein. While they are not law yet, the new rules would include advertising bans, restrictions on influencer promotions and taxes based on environmental impact.

今年 6 月，法国参议院通过了一项新法案，该法案将对 Shein 等快时尚品牌实施更严格的监管。虽然尚未正式立法，但新规将包括广告禁令、限制网红推广以及基于环境影响的税收。