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SHEIN's 2025 Global Circularity Study: Insights on Consumer Behavior in Fashion Lifecycle

SHEIN, the global e-commerce retailer specializing in fashion and lifestyle products, recently released its 2025 Global Circularity Study. This comprehensive research provides valuable insights into how consumers globally shop, use, and manage clothing throughout its lifecycle, emphasizing their approach to sustainability and circular fashion.

Overview of the Study

Conducted from November to December 2025, the study surveyed 15,461 SHEIN customers aged between 18 and 44 in 21 different markets around the world, including regions across the Americas, Asia-Pacific, Europe, and Africa. The primary focus was on examining consumer behavior at various stages of the clothing lifecycle—spanning from purchase decisions to garment care and final disposal.

Key Findings on Consumer Purchasing Behavior

The results indicate that practical concerns heavily influence clothing purchases. Key factors that guide these decisions include: affordability, fit, and lifestyle relevance.

• - Price Sensitivity: A striking 71.6% of respondents prioritize finding the best price when purchasing clothing online. This highlights the ongoing trend of price-driven consumer habits in the fashion industry.
• - Size Availability: Additionally, 66.7% noted that finding the right size plays a crucial role in their purchasing decision.
• - Lifestyle Compatibility: Notably, 53.8% of respondents consider how well an item aligns with their daily activities, underscoring the shift in consumer priorities towards practicality and usability.

Interestingly, a significant portion of respondents (71.1%) reported acquiring fewer than 30 clothing items in the past year, demonstrating a cautious approach to shopping and showcasing that cost, fit, and utility are at the forefront of their minds.

Wear Patterns and Clothing Maintenance

Beyond purchasing habits, the study investigated the frequency with which consumers wear and care for their garments. Respondents reported a strong tendency for repeated wear, particularly among staples of daily wear like basics, outerwear, and athletic apparel.

• - Frequency of Wear: Approximately 36.2% to 41.1% of participants indicated wearing their SHEIN clothing more than 50 times, while 16.4% to 19.9% admitted to 31 to 50 wears.
• - Factors Influencing Longevity: When deciding how long to retain clothing, comfort (88.1%), fit (82.2%), and visible signs of wear (64.4%) were cited as top considerations. This suggests that consumers likely retain garments as long as they continue to serve their functional needs.

Consumer Perspectives on Circular Fashion and Sustainability

The study also delved into how consumers define and perceive circularity and sustainability within the fashion context.

• - Defining Characteristics: Sustainability was primarily associated with durability and longevity (47.0%) and the use of lower-impact materials (37.8%), showcasing consumers' inclination to evaluate clothing based on practical attributes rather than pricing or aesthetics.

Reusing and Recycling Practices

In terms of clothing disposal, the research revealed that consumers lean towards familiar methods of reuse.

• - Common Practices: The most prevalent practice for passing on unworn clothing is donating to friends or family (82.6%), followed closely by charitable donations (69.0%). Moreover, 61.7% had engaged in repairing or altering garments, indicating a proactive mindset towards extending the lifespan of clothing.
• - Barriers to Recycling: However, formal recycling participation was significantly lower, with only 37.2% having recycled garments in the past year. Key barriers highlighted were a lack of information on recycling processes and proximity to recycling facilities, as indicated by 43.6% of respondents.

Aligning Circularity with Consumer Practices

These findings serve to underline the importance of designing systems that promote circular practices, fitting seamlessly into consumers' daily routines. Surveyed consumers showed a strong preference for programs that enable direct engagement, such as SHEIN Exchange (43.8%) and physical take-back bins for donations (43.1%).

In contrast, initiatives focused primarily on providing information, like digital product passports or details regarding environmental impact, garnered less interest, suggesting a need for practical solutions rather than just informational outreach.

Conclusion

The insights derived from SHEIN's 2025 Global Circularity Study enhance our understanding of consumer attitudes toward clothing and sustainability. They highlight the necessity for initiatives that support practical engagement in clothing management, thereby fostering a sustainable textile economy that caters to everyday consumer behavior. Moving forward, SHEIN aims to develop impactful initiatives that align with the realities of how consumers interact with their clothing in daily life, contributing to a more circular economy in fashion.