SHEIN's Global Circularity Study: Consumer Insights on Clothing Practices

SHEIN's 2025 Global Circularity Study: Key Findings

SHEIN, a leading global online fashion and lifestyle brand, recently released the results of its "2025 Global Circularity Study," which surveyed 15,461 consumers across 21 regions, including Japan. The research provides valuable insights into how shoppers approach clothing purchasing, usage, and lifecycle management in today's market.

Practicality as a Purchasing Driver

One of the primary findings indicates that SHEIN users prioritize practical considerations when buying clothing, particularly focusing on price, fit, and wearability. Approximately 71.6% of respondents noted that price is a decisive factor in their purchasing decisions, followed closely by size compatibility at 66.7%, personal style alignment at 58.1%, and meeting daily needs at 53.8%. Intriguingly, 71.1% reported acquiring less than 30 pieces of clothing in the past year, illustrating a trend towards intentional shopping behavior based around balancing cost, fit, and practicality.

Emphasis on Repeated Use

The study also shed light on how consumers treat their clothing post-purchase. A significant number of participants reported frequently wearing their garments, with 36.2% to 41.1% stating they have worn specific items over 50 times. When it comes to the factors dictating clothing retention, comfort was a major consideration among 88.1% of respondents, followed by fit (82.2%) and maintenance ease (63.3%). This denotes a growing acceptance of clothing being repeatedly worn, reflecting changing consumer habits towards sustainable fashion.

Understanding Sustainability

In exploring consumer perceptions of sustainability, the findings showed that 47.0% associate sustainable clothing with durability and quality, while 37.8% consider the use of environmentally friendly materials, like recycled fibers. Interestingly, less than 10% of respondents cited cost or limited style options as drawbacks of sustainable options. This indicates that consumers increasingly view sustainability through the lens of practical product characteristics, such as longevity and ease of wear.

Challenges in Recyclability

When examining the treatment of unwanted clothing, re-use practices were notably prevalent. The most common actions included passing garments to family or friends (82.6%) and making donations (69.0%). Additionally, 61.7% of participants reported having repaired or altered clothing. However, only 37.2% engaged in recycling initiatives, primarily due to barriers like lack of information and inadequate access to recycling facilities.

The Role of Practicality in Daily Clothing Interactions

Overall, the study highlights how practicality profoundly influences consumer behavior throughout the entire lifecycle of clothing. When asked about their potential engagement with SHEIN's circular offerings, respondents expressed a strong interest in practical solutions—especially in resale platforms like SHEIN Exchange (43.8%) and collection boxes (43.1%). Conversely, interest in less actionable solutions, such as digital product passports (15.6%) and environmental information labels (18.8%), was notably lower.

These results suggest a compelling need for SHEIN and similar brands to develop strategies that resonate with daily consumer behaviors, making repair, reuse, and recycling efforts easily actionable.

Conclusion and Future Directions

The insights gleaned from this study deepen understanding of contemporary clothing usage and consumer attitudes. As SHEIN moves forward, it is poised to leverage these findings to enhance its approach toward sustainable practices, ensuring that it aligns with the increasingly practical needs of its customers.

About SHEIN

SHEIN is operated by SHEIN Group, providing fashion and lifestyle products in over 160 countries and regions as of February 2026. Through partnerships with suppliers around the world and a commitment to affordable pricing, SHEIN aims to deliver the joy of fashion to everyone. The brand advocates for smart, forward-thinking practices in the fashion industry.