#Singapore #SHEIN #clothing management #circularity study

SHEIN's Insights on Clothing Lifecycle

SHEIN, a leading global online fashion retailer, has recently published its 2025 Global Circularity Study, highlighting critical insights into consumer behaviors regarding the purchase, care, and management of clothing. The study was conducted between November and December 2025, surveying 15,461 SHEIN customers aged 18 to 44 across 21 global markets, covering regions like the Americas, Asia-Pacific, Europe, the Middle East, and Africa.

Key Findings of the Study

The study aims to understand the clothing lifecycle from inception to disposal and reflects how consumers engage with the concept of circularity in fashion. Notably, it reveals that many eco-friendly practices are already occurring among consumers, although they may not actively label them as such. Things like repeated garment wear, repairs, and passing clothes to others were highlighted as common practices that align with circular fashion principles.

Practical Considerations in Purchasing Decisions

When delving into the purchase phase, the findings indicate that practical factors significantly influence consumer choices. The survey revealed:

• - Price is the top concern, with 71.6% of respondents always considering it when shopping online.
• - Availability of sizes ranked second, at 66.7%, followed by personal style at 58.1% and versatility for daily needs at 53.8%.

These insights suggest that most consumers prioritize their lifestyle needs when investing in clothing, focusing on affordability, fit, and usability.

Repeated Use of Clothing

The study explored how consumers engage with clothing once they’ve made a purchase. Notably, it found high levels of repeat wear in various categories:

• - 36.2% to 41.1% of respondents reported wearing their SHEIN apparel over 50 times for everyday basics, outerwear, and sportswear.

Factors that determine how long consumers hold onto clothing include comfort (88.1%), fit (82.2%), visible wear and tear (64.4%), and ease of care (63.3%). These suggest consumers are likely to retain garments that continue to meet these practical expectations.

Understanding of Circular and Sustainable Fashion

SHEIN's study also considered how consumers define circularity and sustainability in fashion. When asked to identify key characteristics of sustainable clothing, respondents noted:

• - Durability and long-lasting quality (47%)
• - Lower-impact materials like recycled fibers (37.8%)

Interestingly, only a small fraction (less than 10%) associated sustainable clothing with higher costs or fewer style options, indicating a practical lens through which sustainability is perceived.

Reuse and Recycling Practices

When clothing is no longer needed, the survey illustrates strong patterns of reuse:

• - 82.6% of respondents pass garments to friends or family, while 69% donate to charity.
• - 61.7% have repaired items to extend their life, although 58.3% expressed a desire for more knowledge or skills in repair could motivate them to be more proactive.

Participating in formal recycling systems was less common, with only 37.2% reporting they recycled clothing in the previous year. Many indicated that knowing how and where to recycle could encourage participation.

Fostering Circularity in Everyday Life

Overall, the insights from SHEIN's study emphasize that stakeholder initiatives promoting circularity should align closely with the real-life habits of consumers. There’s interest in strategies that enable direct participation in sustainable practices, such as the SHEIN Exchange for resale (43.8%) and physical take-back points for recycling or donations (43.1%). In contrast, informational methods like digital product passports attracted less interest (15.6%).

This data reinforces the notion that consumer engagement with clothing practices is influenced by convenience, accessibility, and practical solutions. In light of these findings, SHEIN aims to create initiatives that genuinely resonate with how its customers manage their clothing, pushing forward a more adaptable approach to sustainability in fashion.

For a complete analysis of the 2025 Global Circularity Study, visit SHEIN's official website.