Shein has published findings from its 2025 Global Circularity Study, based on a survey of 15,461 customers aged 18 to 44 conducted across 21 markets in late 2025. The research maps how consumers actually buy, wear and dispose of clothing, and the results sit awkwardly with the fast fashion narrative most commonly attached to the brand.
The headline finding is that repeat wear is high. Between 36% and 41% of respondents said they wear core clothing items more than 50 times. A further 16% to 19% reported wearing items between 31 and 50 times. These are not throwaway numbers.
What drives buying decisions
Price leads, as it does across most consumer categories. Nearly 72% of respondents said they always consider price when buying clothing online. Size availability came second at 67%, followed by personal style at 58% and lifestyle fit at 54%.
Purchase volumes were also lower than the fast fashion stereotype suggests. More than 71% of respondents said they bought fewer than 30 clothing items in the past year, roughly one new item every two weeks at most.
How customers manage their wardrobes
The decision to keep a garment hinges on comfort for 88% of respondents, fit for 82%, visible wear and tear for 64% and ease of care for 63%.
When clothes are no longer wanted, informal reuse dominates. More than 82% give clothing to friends or family. 69% donate to charities. Nearly 62% said they had repaired or altered garments rather than replacing them.
Formal recycling lags, but the study suggests the barrier is practical rather than attitudinal. Only 37% had formally recycled clothing, yet 44% said they would do so if they knew where, and 40% cited the need for convenient facilities.
What Shein says it will do with this
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The findings are being used to shape Shein's circular initiatives. Consumer interest is highest in resale through Shein Exchange at 44% and physical take-back bins at 43%. Appetite for digital product passports and garment footprint data sits well below 20%, which tells its own story about the gap between what sustainability advocates prioritise and what consumers actually want.
The study does not resolve the broader questions about Shein's production volumes or environmental impact. But as a piece of consumer research, it complicates the assumption that fast fashion customers are passive participants in a disposability cycle. The data suggests many of them are not.
The recap
- Survey of 15,461 customers aged 18 to 44 across 21 markets
- 71.6% of respondents always consider price when purchasing clothing online
- SHEIN says insights will inform development of circular initiatives
