Shein has brought on board Gemma Dunne, the former buying director of PrettyLittleThing, as its first-ever chief product officer. Dunne’s responsibility will be to create a new Shein brand that is inspired by trends in the UK market, according to reports from Drapers. The first collection is planned for a global online launch in January 2024.
Dunne, who has joined Shein after spending a decade at PrettyLittleThing, held various positions within the buying department. She started as a senior buyer in 2013, was promoted to buying manager in 2018, became head of buying in 2020, and finally reached the position of buying director in 2021.
Dunne expressed her enthusiasm about joining Shein, stating that the company leads the fashion e-commerce sector. She believes that establishing a UK product team will enable Shein to focus on the UK, European, and US markets specifically for trend forecasting and localized product creation. She believes this will further elevate Shein’s presence in these markets. Dunne also emphasized the importance of adapting to evolving industry demands to remain relevant and progress both individually and as a business.
Shein’s appointment of Dunne coincides with the successful performance of its UK business. In the 16-month period ending on December 31, 2022, it achieved a pre-tax profit of £12.2 million, with sales exceeding £1 billion. Shein has been enhancing its fashion credentials by acquiring Missguided and collaborating on a new clothing collection with Forever 21.
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