SHEIN's "Clothing Circularity Study" Data Targeting 15,000 Users Worldwide
SHEIN announced its "2025 Global Circularity Study" targeting 15,461 users across 21 regions worldwide, including Japan. The study revealed that consumers prioritize practicality, such as price and fit, when purchasing clothing, and that repeated wearing and reuse of clothes are well-established behaviors.
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- 📰 Published: May 12, 2026 at 22:00
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## Practicality is Key to Purchasing, Annual Purchases Tend to Be Less Than 30 Items
## Repeated Wearing of Clothes is Established, Sustainability in Clothing Evokes "Durability"
SHEIN, a global online brand for fashion and lifestyle, announced its "2025 Global Circularity Study" targeting 15,461 people across 21 regions worldwide, including Japan. This study clarifies the actual state of how SHEIN consumers purchase, use, and manage clothing throughout its entire lifecycle.
The study found that when purchasing apparel online, SHEIN users prioritize "practicality" such as price and fit. Furthermore, many circular fashion-related behaviors, such as repeatedly wearing, repairing, and donating clothes to others, have already become a part of daily life globally and in Japan, as revealed by SHEIN's "Clothing Circularity Study."
Survey Name: 2025 Global Circularity Study
Survey Period: November to December 2025
Target Audience: 15,461 men and women aged 18 and over (539 respondents from Japan)
Target Regions: 21 regions worldwide (Australia, Brazil, Canada, Denmark, Finland, France, Germany, Ireland, Italy, Japan, Mexico, Netherlands, Poland, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, UK, USA)
*The full text of the "2025 Global Circularity Study" (English) is available here: https://www.sheingroup.com/newsroom/sheins-2025-global-circularity-study-highlights-how-consumers-buy-use-and-manage-clothing
## SHEIN's Global Clothing Circularity Study of 15,000 People Reveals:
Practicality such as price, size, and ease of use influences purchasing decisions.
The study conducted by SHEIN revealed that clothing purchases are primarily determined by "practical practical elements" such as price, availability of suitable sizes, and alignment with lifestyle needs.
Price is the most important factor when purchasing online, with 71.6% always considering price. This is followed by size suitability (66.7%), fit for personal style (58.1%), and fit for daily life and changing needs (53.8%).
Additionally, 71.1% of respondents reported purchasing fewer than 30 items of clothing in the past year. These two findings combined indicate that consumers are making purchases while balancing cost, fit, and practicality.
## Repeated Wearing of Clothes Becomes Standard, Proving Repeated Use
The survey also confirmed high frequency of repeated wearing for major categories such as daily wear, outerwear, shoes, and activewear after purchase and management. 36.2% to 41.1% of respondents wore these clothes 50 times or more, and 16.4% to 19.9% wore them 31 to 50 times.
Factors determining the retention period of clothing include comfort (88.1%), fit (82.2%), degree of deterioration (64.4%), and ease of care (63.3%). These results suggest that clothing tends to be used longer as long as its practicality is maintained.
## Definition of Sustainability Shifts to Emphasize "Durability and Quality" - Sustainable and Circular Perspective
The survey also investigated consumers' definitions of "sustainable" and "circular." As characteristics related to sustainable and circular clothing, 47.0% cited "durability and long-lasting quality," and 37.8% cited "materials with low environmental impact (e.g., recycled fibers, materials with low water usage)."
On the other hand, less than 10% of respondents cited factors such as "high price" or "limited style options," indicating that sustainability is perceived as a practical product characteristic, especially in terms of "how long clothes last" and "how easily they can continue to be worn."
## Reuse is Common, Recycling (Regeneration) Faces Challenges
Regarding the handling of unwanted clothing, reuse is widespread. The most common is donating to family and friends (82.6%), followed by charitable donations (69.0%). Additionally, 61.7% have experience repairing or altering clothes.
## Repeated Wearing of Clothes is Established, Sustainability in Clothing Evokes "Durability"
SHEIN, a global online brand for fashion and lifestyle, announced its "2025 Global Circularity Study" targeting 15,461 people across 21 regions worldwide, including Japan. This study clarifies the actual state of how SHEIN consumers purchase, use, and manage clothing throughout its entire lifecycle.
The study found that when purchasing apparel online, SHEIN users prioritize "practicality" such as price and fit. Furthermore, many circular fashion-related behaviors, such as repeatedly wearing, repairing, and donating clothes to others, have already become a part of daily life globally and in Japan, as revealed by SHEIN's "Clothing Circularity Study."
Survey Name: 2025 Global Circularity Study
Survey Period: November to December 2025
Target Audience: 15,461 men and women aged 18 and over (539 respondents from Japan)
Target Regions: 21 regions worldwide (Australia, Brazil, Canada, Denmark, Finland, France, Germany, Ireland, Italy, Japan, Mexico, Netherlands, Poland, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, UK, USA)
*The full text of the "2025 Global Circularity Study" (English) is available here: https://www.sheingroup.com/newsroom/sheins-2025-global-circularity-study-highlights-how-consumers-buy-use-and-manage-clothing
## SHEIN's Global Clothing Circularity Study of 15,000 People Reveals:
Practicality such as price, size, and ease of use influences purchasing decisions.
The study conducted by SHEIN revealed that clothing purchases are primarily determined by "practical practical elements" such as price, availability of suitable sizes, and alignment with lifestyle needs.
Price is the most important factor when purchasing online, with 71.6% always considering price. This is followed by size suitability (66.7%), fit for personal style (58.1%), and fit for daily life and changing needs (53.8%).
Additionally, 71.1% of respondents reported purchasing fewer than 30 items of clothing in the past year. These two findings combined indicate that consumers are making purchases while balancing cost, fit, and practicality.
## Repeated Wearing of Clothes Becomes Standard, Proving Repeated Use
The survey also confirmed high frequency of repeated wearing for major categories such as daily wear, outerwear, shoes, and activewear after purchase and management. 36.2% to 41.1% of respondents wore these clothes 50 times or more, and 16.4% to 19.9% wore them 31 to 50 times.
Factors determining the retention period of clothing include comfort (88.1%), fit (82.2%), degree of deterioration (64.4%), and ease of care (63.3%). These results suggest that clothing tends to be used longer as long as its practicality is maintained.
## Definition of Sustainability Shifts to Emphasize "Durability and Quality" - Sustainable and Circular Perspective
The survey also investigated consumers' definitions of "sustainable" and "circular." As characteristics related to sustainable and circular clothing, 47.0% cited "durability and long-lasting quality," and 37.8% cited "materials with low environmental impact (e.g., recycled fibers, materials with low water usage)."
On the other hand, less than 10% of respondents cited factors such as "high price" or "limited style options," indicating that sustainability is perceived as a practical product characteristic, especially in terms of "how long clothes last" and "how easily they can continue to be worn."
## Reuse is Common, Recycling (Regeneration) Faces Challenges
Regarding the handling of unwanted clothing, reuse is widespread. The most common is donating to family and friends (82.6%), followed by charitable donations (69.0%). Additionally, 61.7% have experience repairing or altering clothes.