Download the article in PDF format *** This article examines Shein’s 2025 opening at BHV Marais as a Corporate Legitimisation Strategy aimed at transitioning the brand from a digital-only disruptor to a physically validated retail peer. Utilizing mimetic isomorphism, Shein attempted to leverage the “Grand Magasin’s” heritage to repair its reputation amid systemic environmental and … Continue reading Shein at the BHV Marais: A Strategic Legitimisation Attempt Amid Environmental and Social Controversies →