Shein in Dijon: Budget Fashion Sparks Consumer Controversy
Dijon, vrijdag, 27 juni 2025.
In a controversial pop-up store in Dijon, Shein demonstrated the allure of ultra-cheap fashion. Hundreds of customers flocked in, sending a clear message that affordability outweighs ethical concerns. Despite criticism from consumer organisations and an upcoming ‘anti-Shein law’ in the French Senate, the demand for cheap clothing remains enormous. A recent IFOP survey shows that 6 out of 10 French people spend less than 200 euros per year on new clothing, explaining Shein’s pricing appeal. The temporary store illustrates the complex dynamics between affordability, sustainability, and consumer choice in the modern fashion world.
Mass Turnout at Shein Pop-up Store
On Thursday morning, hundreds of customers gathered at the temporary Shein store in Dijon, with some visitors queuing before the 10 o’clock opening [1]. Despite protest tags on the shop window accusing Shein of ‘exploitation and slavery’, customers continued to arrive in large numbers [2].
Pricing Strategy as a Magnet
Shein’s attraction lies in its ultra-low prices, which are on average 40-50% lower than competing retailers [1]. Customers like Léa (26) confirm: ‘French products are far too expensive. I’m here primarily for the price’ [2]. An IFOP survey from February 2025 underscores this price sensitivity: 6 out of 10 French people spend less than 200 euros per year on new clothing [3].
Controversial Business Strategy
Shein defends itself against criticism by stating that the fashion sector is responsible for 10% of greenhouse gas emissions and advocates for a ‘collective law’ instead of a specific ‘anti-Shein law’ [1]. The local branch of the CLCV consumer association has sharply condemned the pop-up store, pointing to irresponsible consumption patterns and potential human rights violations [2].
Legislative Response
The French Senate has recently unanimously passed a bill proposing a tax of 2 to 4 euros on small packages imported into the EU [1]. Shein responds that this law only affects 7% of clothing sales in France [2].