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Published
Dec 6, 2022
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Shein names new VP, global brand operations

Published
Dec 6, 2022

Chinese fast-fashion company Shein announced it has appointed Jessica Liu to the role of vice president, global brand operations, effective immediately.


Jessica Liu - Shein


In a post via LinkedIn, Shein said Liu will be " responsible for global brand partnerships."

Liu comes to the role from Southeast Asian e-commerce giant Lazada, where she served ​as president, from 2020, a role she quit in 2021, to spend more time with family, according to an announcement made last year.

Prior to that, Liu had several roles at parent firm Alibaba and was with Amazon for nearly seven years.

"​Jessica brings rich experience in the e-commerce sector across global markets, and we look forward to having her join the Shein growth story," said Shein, in a statement.

In 2021, Shein managed to break into the U.S. and European markets and achieved a gross merchandise value of $20 billion. 

Most recently, the company opened its first permanent "even space" in Tokyo.

But it hasn't been all good news for the Chinese firm. In recent weeks, the company has come under fire for its rumored mistreatment of workers across its supply chain, following a UK documentary that exposed the apparent issue.

After airing, the film prompted Rolling Stone to sever a licensing apparel agreement with Shein last week. In response, Shein has this week announced a $15 million investment to “help upgrade hundreds of factories in its supply chain."

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