Nearly half of SHEIN users are unfamiliar of circularity, despite popularity

62% of respondents revealed to be using the same SHEIN items over 10 items.

Many SHEIN customers have revealed to be wearing their favourite outfits multiple times, but some are unaware of the concept of “circularity” and its impact.

In a recent study by SHEIN, circularity in fashion has been prominent. However, half of the respondents have only heard about the term but showed limited understanding of “circularity”.

For those practicing circularity, 62% of respondents revealed having SHEIN items over 10 times, and 33% having over 30 wears. Within the U.S. market, 37% of the age group 18-29 have reused SHEIN clothing 11-30 times more than those of the older age group (30-44 years old).

With this trend, SHEIN has also acknowledged nearly half of the users are not familiar with or have not heard of “circularity”, “circular fashion” or “circular economy”. While 28% claim they can define “circularity”, 46% of respondents reveal that they have heard of the term but are not familiar with it. But 26% are not exactly familiar with “circularity”.

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Thus, it made the effort to bridge the “intention/action” gap through awareness and insights about circularity. Common talking points for circularity include its environmental effects and its ability to make buyers more informed as consumers. SHEIN has also offered circular solutions, such as minimal waste and awareness of products that produce less impact on the environment.

The online retailer has also opened its line to accepting customer feedback, putting priority on bringing awareness of circular fashion to consumers.