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What is "shee-shee branding"?

Google did not help me figure out what shee-shee means.

Edit: Submitter changed title to say chi-chi.

The correct spelling is chichi.

According to dictionary.com it is an adjective which means "showily or affectedly elegant or trendy; pretentious."

Aka, "sour grapes" in this instance.

I think perhaps it was a play on 'chichi', meaning 'affectedly trendy':

Thanks for the correction. I meant to say we don't have the resources to bring in a firm that specializes in branding the product.