What: Shein and Klarna have partnered up again  for an immersive tour around the UK called “In Pink We Trust”.

Why it is important: The tour and partnership show how vital experiences are in physical shopping since the comeback of in-person retail post-pandemic.

The aim of the tour is to provide consumers with an immersive experience of the Shein brand, showcasing new collections of knitwear, denim, partywear, and accessories in a walk-in wardrobe setting. The bus will also feature Shein's home decor and appliances ranges. Visitors will have the opportunity to enjoy pampering services and win prizes, and there will be fashion sessions and music provided by DJs at each location. The first 100 visitors at each location will receive a goodie bag.

Destinations on the tour will include London E1 on September 20th, Birmingham Bullring on September 22nd, and Manchester Square on September 23rd.

Shein and Klarna link up for UK immersive tour