SHEIN's 2025 Global Circularity Study Highlights How Consumers Buy, Use and Manage Clothing

Core Insights - SHEIN's 2025 Global Circularity Study reveals consumer behaviors regarding clothing purchase, use, and management, emphasizing the importance of practical considerations in driving these behaviors [1][15]. Consumer Purchasing Behavior - The study surveyed 15,461 SHEIN customers aged 18 to 44 across 21 markets, focusing on their clothing lifecycle engagement [2]. - Key factors influencing clothing purchases include price (71.6%), availability of sizes (66.7%), personal style reflection (58.1%), and lifestyle relevance (53.8%) [5]. - A significant portion of respondents (71.1%) reported purchasing fewer than 30 clothing items in the past year, indicating a balance between cost, fit, and utility [6]. Clothing Usage and Maintenance - High levels of repeat wear were reported, with 36.2% to 41.1% of respondents wearing their SHEIN clothing over 50 times [7]. - Comfort (88.1%), fit (82.2%), visible wear and tear (64.4%), and ease of care (63.3%) are prioritized when deciding how long to keep clothing [7]. Definitions of Circular and Sustainable Clothing - Consumers define circular and sustainable clothing primarily through durability (47.0%) and lower-impact materials (37.8%), rather than price or style options [8]. Reuse and Recycling Practices - The most common method for keeping clothing in circulation is giving items to friends or family (82.6%), followed by donating to charities (69.0%) [10]. - Repairing garments is also prevalent, with 61.7% of respondents having repaired or altered clothing [11]. - Participation in formal recycling systems is lower, with only 37.2% recycling clothing in the past year, influenced by the need for better access to recycling information and facilities [12]. Initiatives for Promoting Circularity - Respondents showed strong interest in initiatives that facilitate direct participation, such as resale through SHEIN Exchange (43.8%) and physical take-back bins (43.1%) [14]. - The findings suggest that effective circularity initiatives should align with consumers' everyday routines and provide practical solutions for repair, reuse, or recycling [15].