According to the findings, 27.7% of respondents would turn away from a brand following a disappointing garment experience. Of these, 15.8% indicated they would not purchase from the brand again, while 11.9% would switch to a competitor. Only 5.9% would return the item, and just 2.3% would replace it with another product from the same brand.

The results suggest that conventional return and complaint data may not fully reflect consumer dissatisfaction with garment quality.

Fabric durability and construction quality are key concerns

The survey identifies several material-related problems that particularly frustrate respondents. Fabric thinning or the development of holes was cited by 62%, followed by seams splitting or unravelling (55%) and fabric pilling (50%).

These findings underline the relevance of textile durability, fabric construction and finishing quality in meeting consumer expectations. They also point to the importance of testing methods that reflect garment performance during everyday use.

Dr. Katy Stevens, Head of ESG at the European Outdoor Group, highlights the importance of translating consumer expectations into measurable product performance: “Understanding what consumers expect from their clothing, and how they respond when it fails, is essential to helping the industry make better products. These findings bring a valuable consumer perspective to the work of quantifying durability, helping us identify which failures matter most and how testing can better reflect real-world use. Translating that insight into better design and measurable performance is fundamental to a circular future.”

Material transparency influences consumer confidence

More than 80% of respondents consider information about the materials used in their clothing important. When asked which factors would most increase their confidence in garment quality, material information and evidence of long-term performance together accounted for 63% of first-place votes.

Independent certification ranked last among five options, receiving 6.6% of first-place votes. The findings suggest that respondents place particular value on accessible material information and evidence of product durability.

Cost-of-living pressures are also influencing purchasing behaviour. More than 88% reported changes in how they buy clothing, with approximately one-third purchasing fewer garments while expecting more from each item. Meanwhile, 43% reported buying second-hand clothing.

More than half of respondents (54%) considered brands primarily responsible for garment quality, compared with 27% who pointed to government regulation.

Durability as a requirement for circular textiles

For Samsara Eco, the findings reinforce the relationship between product durability and circular material systems.

Dr. Lars Kissau, General Manager at Samsara Eco, emphasizes the importance of maintaining material value throughout a product's life cycle: “Circularity means keeping materials in circulation at their highest possible value – not their lowest available use. That's why durability matters so much. A garment has to last to be worn again, resold, handed on. And when it genuinely can't be worn any longer, it should become clothing again, not something lesser. Downcycling only slows the linear model. It doesn't stop it.”

He also points to the commercial and regulatory implications: “Durability has always been a question of quality. It's now a retention question, and in Europe it's becoming a compliance one – both showing up on the bottom line.”

The report's findings will also feature in The Pulse, Samsara Eco's new publication bringing together perspectives from organizations including Deakin University, Debrand, the European Outdoor Group, LSKD, Seamless and The LYCRA Company. The publication is scheduled to launch on October 13 at the Textile Exchange Conference in Vancouver.

About the survey

The 2026 Circular-Conscious Consumer Report was conducted online between July 22 and August 23, 2026, among 5,208 participants from Samsara Eco's global Sam for Change community.

The sample was predominantly young, with 86.7% of respondents aged 18–24, and 75.8% identifying as female. Participants were self-selected and already interested in circularity and sustainability.

The results therefore reflect the views of an engaged consumer community and should not be interpreted as representative of the general population.

For further information, visit

Samsara Eco – The Pulse.