At SHEIN, we are committed to building solutions that help advance a more circular fashion eco-system. We believe that sustainability should be relatable, accessible, and achievable for the everyday consumer, and that’s why we’re working to better understand our customers’ habits, motivations, and challenges faced as they take part in circular fashion activities.
In our latest 2024 Global Circularity Study, we surveyed over 3,500 SHEIN customers between the ages of 18 and 45 across six countries: the United States, United Kingdom, France, Germany, Italy, and Poland. The study was conducted in partnership with Alchemer, a US-based market research firm, between November and December 2024. Here are some key findings from the study.
1. Shoppers Are Thinking Long-Term
Our customers are finding long-term value in their clothes with over 40% saying they wear their SHEIN items more than 30 times, and nearly 20% reporting that they wear them an average of 50 times or more. When it comes to deciding how long to keep an item of clothing, comfort and fit outweigh the trendiness of a garment for many of the respondents, potentially reflecting how consumers are prioritising intentional and practical considerations over the pursuit of trends.
The survey also revealed notable differences in wear habits across income[1] levels. Higher-income customers were generally less likely to wear their clothing for extended periods; 21% of shoppers from median to lower-income households said they wore their pieces more than 50 times, this compared to just 16% of higher-income respondents. This suggests that lower-income customers may be placing greater value on longevity and getting more wear out of their SHEIN purchases.
2. Circular Fashion Habits Are Gaining Ground
The study shows strong customer engagement with circular behaviours:
While 51% of customers surveyed said they would rather shop on digital resale platforms over physical thrift or vintage stores, even more SHEIN customers reported participating in activities like donating or sharing clothes with friends and family, indicating that perhaps accessibility and convenience may be an influencing factor in how consumers engage in circular activities.
3. Engaging in Circularity Looks Different Around the World
While many of the respondents have a desire to participate in circular fashion activities, differences in culture and preference mean that the types of activities that SHEIN’s customers prefer to engage in vary depending on the cultural norms and behaviours unique to their region.
While there are distinct preferences across different regions, common patterns emerge when it comes to circular fashion behaviours. Most respondents reported donating their clothes (62%) or sharing them with friends and family (57%), highlighting a strong inclination toward extending the life of garments within their communities. Around half said they have bought or sold second-hand fashion online, preferring digital platforms over physical thrift or vintage stores.
4. Motivation Meets Practicality in the Second-hand Market
The appeal of second-hand fashion is deeply rooted in practicality, but sustainability is a factor as well, with between 20-30% of customers are buying and selling for reasons linked to sustainability.
These insights reinforce that circular fashion solutions can gain traction when they are aligned with economic value for customers. As part of its ongoing commitment to circularity, SHEIN has introduced several initiatives to support more sustainable fashion behaviours. These include the launch of SHEIN Exchange, a peer-to-peer resale platform currently available in the USA, UK, France and Germany that makes it easier for customers to buy and sell pre-loved SHEIN items. SHEIN has also collaborated with partners to run pilot programmes in USA, France, Germany, Mexico, Japan and the UK, collecting pre-loved items from SHEIN customers for donations to local charities or in partnership with local recycling companies.
SHEIN Exchange is gaining traction among customers, with strong interest pointing to room for future growth. While over 40% of respondents haven’t used the platform yet, they expressed openness to doing so. Among those who have used SHEIN Exchange, 78% reported a positive experience. The platform also shows promise as one of the ways SHEIN can help drive more interest and participation in circular fashion activities; 78% of customers that were surveyed expressed interest in using it if offered by SHEIN in their country, including markets where the platform is not yet available such as Italy (82%) and Poland (80%).
5. Unlocking Participation Starts with Awareness and Convenience
Despite growing enthusiasm, many customers are still unsure how or where to begin when it comes to participating in circular fashion activities. Among those who did not participate in circular fashion activities, around 30% cited a lack of interest. This suggests that while there is an interest in these types of activities, many customers are not compelled to engage due to a low awareness of how to participate, or the perception that doing so would be inconvenient.
The study highlights that SHEIN’s customers are becoming more intentional in how they shop and what they wear. These insights affirm that convenience, access, and affordability are critical factors in encouraging greater participation in circular fashion. With this in mind, SHEIN is focused on offering solutions that help customers extend the life of their clothes, reduce waste, and choose to participate in circular fashion activities on their own terms.
Find out more about what SHEIN is doing to move our operations to advance the development of a more circular fashion eco-system here.
- Respondents were categorised by their stated household income, based on national median household income figures across the six countries included in the survey. Customers from higher-income households were defined as respondents who stated household income above the national median household income figures. Median to lower income customers were defined as respondents who stated household income at or below the national median household income figures.
