A recent study conducted by SHEIN, in partnership with Alchemer, delves into the fashion habits and sustainability attitudes of its customer base. Surveying over 3,500 individuals across the US, Mexico, Brazil, the UK, France, and Germany, the research sheds light on five key insights into SHEIN customers’ understanding and engagement with circularity in fashion.

Strong Desire for Circularity: The study reveals a clear enthusiasm among SHEIN customers for incorporating circular practices into their lives. Donating unused clothing and engaging in online peer-to-peer resale emerged as the most popular ways participants participate in the circular fashion ecosystem. Notably, interest in various circular activities is on the rise, with customers expressing a willingness to increase their involvement in the coming year.

Culturally Relevant Circular Behaviors: The research highlights how customers manage unwanted clothing varies across different regions. While passing items on to friends and family is common in the US, Mexico, and Germany, online resale platforms dominate in France, with 75% of SHEIN customers in that region opting for this method. These diverse approaches provide valuable insights for SHEIN to tailor its circularity initiatives in a way that resonates with different customer segments.

Resale as a Driving Force: The study confirms that resale plays a crucial role in the fashion industry’s shift towards circularity. While motivations for reselling differ based on demographics and location, earning money remains the primary driver across all groups. However, nearly half of respondents in Brazil, the UK, France, and Germany are also driven by a commitment to sustainability and circular fashion, demonstrating a growing awareness of the environmental benefits of secondhand clothing.

Debunking Wear Habit Misconceptions: Contrary to some perceptions, the research shows that SHEIN customers wear their garments frequently. Most respondents reported wearing SHEIN items over 10 times, with a third exceeding 30 wears. Notably, younger customers (18-29 years old) tend to get more use out of their SHEIN clothing compared to their older counterparts.

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Bridging the Awareness Gap: The study identified an “intention/action gap” when it comes to circularity, with nearly half of respondents acknowledging limited understanding despite having heard the term. To address this, SHEIN aims to raise awareness through educational initiatives and practical solutions that empower customers to actively participate in the circular fashion movement.

Overall, the SHEIN 2023 Circularity Study paints a promising picture of growing customer interest in circular practices. By acknowledging customers’ needs and preferences, SHEIN can foster a more sustainable future for the fashion industry.