The report draws on responses from 15,461 customers at ultra-fast fashion giant Shein. The customers were aged between 18 and 44, across 21 markets worldwide.
Price was a primary consideration for Shein customers, with 71.6% of respondents revealing they “always” consider price. Beyond cost, 66.7% cited the availability of their size, 58.1% referred to personal style and 53.8% highlighted the suitability of garments for their daily needs.
The study also found that 71.1% of Shein customers bought fewer than 30 items of clothing in the past year.
Clothing in key categories such as everyday basics, outerwear, footwear and activewear is subject to high levels of repeat wear. Between 36.2% and 41.1% of consumers reported wearing these items more than 50 times, while a further 16.4% to 19.9% wore them 31 to 50 times.
Decisions about how long to keep garments are most influenced by comfort at 88.1%, fit at 82.2%, visible wear and tear at 64.4%, and ease of care at 63.3%.
Circularity and sustainable fashion
Shein’s study also examined how its consumers define circular and sustainable fashion. Durability and long-lasting quality topped the list of desired characteristics for 47.0% of its customers.
Another 37.8% said clothing made with low-impact or recycled materials was important for circularity. Price and limited style were much less frequently associated with sustainability, selected by fewer than 10% of respondents.
When clothing reaches the end of its useful life, 82.6% of Shein customers choose to give these items to family or friends, while 69% opt to donate them to charity.
Repairing or altering garments is also common, with 61.7% of respondents reporting they engaged in these activities. Of those who had not repaired clothing, 58.3% said they would be more likely to do so if they had the necessary skills or knowledge.
Fewer respondents took part in formal clothing recycling, with only 37.2% saying they recycled clothing in the past year. For those who did not recycle, the main reasons that would motivate them were knowing where or how to recycle, mentioned by 43.6%, and access to convenient or nearby recycling facilities, noted by 40.3%.
While 43.8% interest in Shein's resale platform Shein Exchange, and 43.1% said they would use physical bins for recycling or donation, only 15% said they would be interested in digital product passports. Only 19% of Shein's customers expressed interest in garment footprint information.
Shein says the findings from its study show that “practical considerations” play a key role in shaping consumer behaviour throughout the clothing lifecycle for its customers.
The results suggest that circularity initiatives are likely to be more effective when they fit into consumers’ regular routines and offer straightforward options for repairing, reusing, or recycling clothing.
Shein stated: “Insights from the 2025 Global Circularity Study help deepen Shein’s understanding of how consumers buy, use and manage clothing, supporting its efforts to develop impactful initiatives that are aligned with how consumers truly use their clothing in everyday life.”
Last year, Shein was fined €1m ($1.16m) by the Italian competition authority, Autorità Garante della Concorrenza e del Mercato (AGCM), for misleading environmental claims.
