You can try on, but can't buy at the Shein pop-up store in Mall of Africa

JOHANNESBURG - Online shoppers ditched the app and flocked to the Mall of Africa in Gauteng for a real-time experience of the Shein pop-up store.

The fashion giant will keep the store open for 10 days to give shoppers a first-hand feel for the global brand.

Fashion enthusiasts packed the store reaching for their favourite garments on the rails.

There was a long queue of mostly young shoppers also waiting to get into the dressing room to give the products on display a try.

But there is one catch, none of the items are for sale.

Shein said that the purpose of this exercise is give consumers a look and feel for what's up for grabs on their site.

The decision to open this pop-up shop can be seen as a move to boost confidence in the brand following concerns that the South African government plans to clampdown on import tax rules.

In a bid to level the playing field for local producers, the South African Revenue Services said that it plans to impose a 45% custom duty plus vat on orders below R500.

This is yet to be implemented.