Day 89: Inside the minds of Shein customers

9/21/2024

Day 89: Inside the minds of Shein customers

Shein, the fast fashion giant, has commissioned a poll that sheds light on its customers’ shopping habits and perspectives. Conducted by The Harris Poll, the research asked more than 1,000 UK adults over the age of 18 about their fashion consumption.

One takeaway from the poll is that Shein customers say they wear their clothes as often as – if not more often than – other lower-cost fashion brands. 71% of Shein shoppers reported that they wear their Shein clothing as much or more than other budget-friendly options, while 66% claimed they wear Shein items as much or more than higher-priced fashion garments.

When it comes to perceptions of value, a strong majority of respondents (90%) indicated that they do not associate low-priced fashion with being low value.

This reflects a broader trend where fast fashion has normalised cheap clothing, leading consumers to be less concerned about price as an indicator of quality.

For Shein’s core customer base, it seems the appeal lies in its affordability, as well as the wide range of options that cater to a desire for variety and self-expression.

In fact, 48% of UK consumers stated that having a wide range of styles to choose from is one of the most important considerations when selecting a fashion brand, just behind price (76%) and quality (75%).

Among younger shoppers, especially those aged 18-34, the desire for uniqueness plays a crucial role. In this age group, 74% of respondents value standing out in their clothing choices, a desire that outweighs simply keeping up with trends. Shein, with its ever-changing catalog, seems to scratch this itch, as 70% of its customers said they prioritize uniqueness, compared to 56% of non-customers.

While this might sound like a victory for Shein, it raises questions about the sustainability of such consumption patterns. Constantly churning out new styles in response to fleeting demands can lead to a throwaway culture, something that has long plagued the fast fashion industry.

One of the more optimistic findings from the poll is that 82% of UK consumers believe that when they find clothing that perfectly matches their style, they don’t need to buy as much overall.

Both Shein customers (83%) and non-customers (82%) shared this sentiment, which could suggest that shoppers are becoming more intentional in their purchases. However, the very nature of fast fashion — offering a seemingly endless variety of cheap clothing — makes it difficult to reconcile this idea with Shein’s business model. It’s hard to ignore the inherent contradiction between wanting to buy less and having access to vast amounts of low-cost, on-trend clothing at the click of a button.

When it comes to getting rid of garments, 88% of UK adults reported they avoid simply throwing them away, and 83% look for ways to repurpose or recycle their clothes. Though that does mean 12% are simply chucking unwanted clothing in the bin. And given the sheer volume of clothing being produced these days — much of which is designed to cater to short-lived trends — with good intentions, it’s likely that a significant portion of these garments will end up as waste.

Shein’s senior marketing director for the UK, Shihong Liu, noted, the brand’s on-demand business model is designed to reduce waste by only producing what customers want. In theory, this reduces overproduction, one of fast fashion’s biggest environmental sins.

Yet, Liu’s comments about offering a “desired variety” also highlight a key challenge: balancing the demand for constant newness with sustainability. While the business model might prevent excess inventory, it doesn’t address the root problem of overconsumption, which is exacerbated by Shein’s rapid turnover of styles and low prices.

Everything I wore on Day 89 of the 90 days of Shein challenge: