The rise of ultra cheap clothing has reached new heights with online retail juggernaut Sheen, marking a huge milestone. The Chinese fast fashioned Giant will soon open a pop up store in Paramatta in Sydney. It's recorded and annual sales of more than one billion dollars in Australia alone, quickly making it one of the country's most visited fashion websites. The e commerce platform success has come at the expense of local retailers who are now having to shift how they operate from more. We're joined by retail expert professor Gary mordem A. Great to have you with us. Live in Brisbane. So for those who are unfamiliar, what is Sheen? How does it work?

The rise of ultra cheap clothing has reached new heights with online retail juggernaut Sheen, marking a huge milestone. The Chinese fast fashioned Giant will soon open a pop up store in Paramatta in Sydney. It's recorded and annual sales of more than one billion dollars in Australia alone, quickly making it one of the country's most visited fashion websites. The e commerce platform success has come at the expense of local retailers who are now having to shift how they operate from more. We're joined by retail expert professor Gary mordem A. Great to have you with us. Live in Brisbane. So for those who are unfamiliar, what is Sheen? How does it work?

Yeah, good morning, sherbot. So Sheen is an app based online, pure play Chinese fashion retailer, a bit like Temu that you people constantly talk about. Their focuses on fashion, footwear and accessories. They scan the world for the latest styles, colors and trends. They make it incredibly quickly and then they import directly to the construe, so very fast logistics.

Yeah, good morning, sherbot. So Sheen is an app based online, pure play Chinese fashion retailer, a bit like Temu that you people constantly talk about. Their focuses on fashion, footwear and accessories. They scan the world for the latest styles, colors and trends. They make it incredibly quickly and then they import directly to the construe, so very fast logistics.

With Timu, there's a bit of a buyer beware, right you don't exactly know what's going to arrive in the mail after you order it. Is there a catch with this one?

With Timu, there's a bit of a buyer beware, right you don't exactly know what's going to arrive in the mail after you order it. Is there a catch with this one?

Yeah, listen, no catch. Obviously it's a very very low price and obviously buyer beware. So if you're buying incredibly low priced fashion, particularly children sleepwear, make sure they do meet Australie safety standards. Obviously, their model with being able to source directly from Chinese factories and send it directly to your home bypasses all that sort of the logistics of shipping channels going through distribution centers into retail stores. So that's why it makes it so incredibly cheap because there's no I guess physical cost of running a retail business.

Yeah, listen, no catch. Obviously it's a very very low price and obviously buyer beware. So if you're buying incredibly low priced fashion, particularly children sleepwear, make sure they do meet Australie safety standards. Obviously, their model with being able to source directly from Chinese factories and send it directly to your home bypasses all that sort of the logistics of shipping channels going through distribution centers into retail stores. So that's why it makes it so incredibly cheap because there's no I guess physical cost of running a retail business.

Gary, Is this just a reflection of our fast living, the way we absorb information, the way we search the internet and social media and all of that, I mean the way Ozzie's shop. Has that changed too.

Gary, Is this just a reflection of our fast living, the way we absorb information, the way we search the internet and social media and all of that, I mean the way Ozzie's shop. Has that changed too.

Yeah, particularly for younger audiences or younger consumers. I mean, these are app based purchases. Unlike purchasing your food and groceries you might go into a notebook or onto your smartphone. This is an app based purchase, a bit like TMU, lots of gamification, lots of discounts, influencers, social shopping, live stream shopping. So it's very exciting, it's very engaging for that younger demographic and they find an authentic way to shop, they connect with the influencer.

Yeah, particularly for younger audiences or younger consumers. I mean, these are app based purchases. Unlike purchasing your food and groceries you might go into a notebook or onto your smartphone. This is an app based purchase, a bit like TMU, lots of gamification, lots of discounts, influencers, social shopping, live stream shopping. So it's very exciting, it's very engaging for that younger demographic and they find an authentic way to shop, they connect with the influencer.

So now that they're doing a pop up, what does that mean for our big department stores, our bricks and mortar retail outlets.

So now that they're doing a pop up, what does that mean for our big department stores, our bricks and mortar retail outlets.

Yeah, listen, it's a really good question because there is experts now saying that with the Trump tarif's put in place and the removal of that d Minimus legislation that stops US consumers importing cheap products into the country duty free or tax free, it may encourage the likes of Sheen and Timu to push a lot of cheaper Chinese products, particularly fashion, into Australia through these app based purchase channels. Obviously, if you're a retailer that's focused on that mid to low price retail, you're more exposed to that. And only we've just means West Paydies, Miller's, Rockman's all closed their businesses over the last six to twelve months, so early days, but certainly they'd be retell us concerned.

Yeah, listen, it's a really good question because there is experts now saying that with the Trump tarif's put in place and the removal of that d Minimus legislation that stops US consumers importing cheap products into the country duty free or tax free, it may encourage the likes of Sheen and Timu to push a lot of cheaper Chinese products, particularly fashion, into Australia through these app based purchase channels. Obviously, if you're a retailer that's focused on that mid to low price retail, you're more exposed to that. And only we've just means West Paydies, Miller's, Rockman's all closed their businesses over the last six to twelve months, so early days, but certainly they'd be retell us concerned.

Okay, thanks, Gary, appreciate it. Here's not

Okay, thanks, Gary, appreciate it. Here's not