Shein at Galeries Lafayette: when ultra-fast fashion threatens the value of a heritage brand
By Thomas Hachette, published in Décideurs Magazine on 14 October 2025.
Shein at Galeries Lafayette: when ultra-fast fashion threatens the value of a heritage brand
The article analyses the controversy surrounding Shein’s arrival in certain Galeries Lafayette stores, highlighting the risk of diluting the image and value of a heritage brand in the face of an ultra-fast fashion model. A real case study in brand management.
The article also establishes a link with the intangible asset valuation approach developed over many years by SORGEM Évaluation, which is particularly useful in determining royalty rates and assessing damage to brand image.