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 presence in certain Galeries Lafayette stores, highlighting the risk of dilution of the image and value of a heritage brand in the face of an ultra-fast fashion model. A textbook case in brand management.
The article also draws a link with the approach to valuing intangible assets developed over many years by SORGEM Évaluation, which is particularly useful when determining royalty rates and assessing damages resulting from harm to a brand’s image.
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