SHEIN has said new consumer research points to a shift towards more circular fashion behaviours, but a closer analysis of the data suggests a more complex reality, one where longer garment use coexists with continued high-volume consumption.
The company’s latest Global Circularity Study, based on responses from more than 3,500 consumers aged 18 to 45 across major markets including the US, UK, and Germany, offers a data-driven look at how shoppers are interacting with clothing in an era of growing sustainability awareness.
At the centre of the findings is garment usage. According to the study, more than 40% of respondents reported wearing SHEIN garments at least 30 times, while nearly one in five said items were worn more than 50 times. These figures suggest that, contrary to common perceptions of fast fashion as disposable, a significant share of consumers are extending the life of their purchases.
However, the same dataset reveals a contrasting trend. Around 28% of respondents said they wear garments fewer than 10 times before discarding them. This split highlights a dual consumption pattern emerging within the fast fashion ecosystem, one where some consumers are maximising use, while others continue to engage in short lifecycle purchasing.
This divergence underscores a central tension in SHEIN’s model. The company’s ultra-fast production system, driven by real-time data and small-batch manufacturing, is designed to reduce unsold inventory and respond quickly to demand. Initial production runs of as few as 100 to 200 items allow the company to test products before scaling, potentially limiting waste at the production level.
From a supply chain perspective, this model represents a significant shift from traditional mass production. By aligning output more closely with demand, SHEIN reduces the risk of excess stock, which is a key contributor to industry waste. Analysts have noted that such systems could, in theory, support circularity by improving efficiency and reducing overproduction.
Yet the consumer-side data suggests that efficiency gains in production do not necessarily translate into lower overall consumption. The accessibility and affordability of SHEIN’s products continue to drive frequent purchasing, reinforcing the volume-based nature of fast fashion.
The study’s findings on consumer motivation further illustrate this complexity. Comfort, fit and practicality were identified as the primary drivers of garment use, rather than sustainability concerns. While environmental awareness is growing, only around 20% to 30% of respondents cited sustainability as a key factor in their purchasing or resale behaviour.
This suggests that circular habits are often driven more by value and utility than by environmental intent. In lower- to middle-income groups, for example, 21% of respondents reported wearing garments more than 50 times, compared with 16% among higher-income consumers. This indicates that economic considerations play a significant role in extending product lifecycles.
Beyond usage patterns, the study highlights increasing participation in circular activities such as donation, resale, and sharing. Around 62% of respondents said they donate clothing, while 57% reported sharing items with friends or family. These behaviours point to a growing secondary lifecycle for garments, even within fast fashion systems.
Also read: India’s Textile Recycling Market Could Reach $3.5 Billion By 2030
Digital resale is also gaining traction. More than half of respondents said they prefer online resale platforms over traditional thrift stores, and around 50% reported actively buying or selling second-hand clothing online. SHEIN has sought to capitalise on this trend through its resale platform, SHEIN Exchange, where user satisfaction rates are reported at 78%.
These developments suggest that circularity is becoming more integrated into consumer behaviour, particularly as digital platforms make resale more accessible. However, barriers remain. Around 30% of respondents who do not engage in circular practices cited lack of awareness or inconvenience as key reasons for non-participation.
The broader industry context is critical in interpreting these findings. The global fashion sector is responsible for an estimated 10% of greenhouse gas emissions, with fast fashion models often identified as a major contributor due to their reliance on high volumes and short product lifecycles.
SHEIN’s study attempts to position the company within this evolving landscape by highlighting positive consumer behaviours. However, analysts caution that extended garment use alone is insufficient to offset the environmental impact of increased consumption volumes.
The coexistence of high-frequency disposal and longer wear cycles reflects a transitional phase in consumer behaviour. Circular habits are emerging, but they are not yet dominant. Instead, they operate alongside established patterns of rapid purchasing and disposal.
This duality is also reflected in the supply chain. While SHEIN’s data-driven model reduces certain types of waste, it also enables an unprecedented scale of production. Thousands of new styles are introduced daily, reinforcing a culture of constant novelty that encourages repeat purchases.
From a labour perspective, this model places significant pressure on manufacturing systems. Workers are required to meet tight production timelines, often under demanding conditions. While the study focuses on consumer behaviour, the implications of circularity or lack thereof extend across the entire value chain.
For circular fashion to achieve meaningful impact, it must address not only how garments are used but also how they are produced. This includes improving labour conditions, increasing transparency, and investing in recycling infrastructure.
SHEIN’s findings highlight an important shift: consumers are beginning to engage with circular practices, particularly in areas such as resale and extended use. However, the data also makes clear that these behaviours are shaped by convenience, cost and accessibility rather than purely environmental considerations.
The key question for the industry is whether these early signals of change can evolve into systemic transformation. Circularity requires more than incremental improvements; it demands a fundamental rethinking of production, consumption and value.
The study serves as a reminder that sustainability cannot be measured by isolated metrics. Extended garment use, resale participation, and production efficiency are all important, but they must be considered within the broader context of overall consumption.
As the fashion industry faces increasing regulatory and consumer pressure, the narrative around circularity is becoming more nuanced. SHEIN’s data suggests progress, but also highlights the limitations of current approaches.
The transition to a truly circular system will depend on aligning incentives across the value chain—from manufacturers and brands to consumers and policymakers. Until then, the fast fashion model will continue to operate within a space defined by both innovation and contradiction.
