Consumer interest and brand programmes are rising, yet repair remains a small market challenged by labour costs and fast fashion pricing.
Repair interest climbs, but scale remains elusive
Clothing repair and care are attracting growing attention from consumers and brands alike. Shoppers increasingly want to understand what their garments are made of, how long they will endure, and how to maintain them. Companies are responding: during the first half of 2026, Salomon, Kiabi and Next all introduced repair programmes, while United Repair Centre—one of Europe's largest repair providers—opened a new hub in Paris.
The sector's economics show promise but remain modest. According to the Fédération de la Mode Circulaire and KPMG, Europe's clothing and footwear repair market reached approximately 2.8 billion euros in 2025 and is forecast to expand 5.5 percent annually through 2030, hitting 3.7 billion euros. Yet the industry is still nascent. Repair demands considerable labour, brands have not fully settled on business models, and declining garment quality leaves many items unworthy of restoration. Research from early 2026 indicated repair proves worthwhile only for higher-quality pieces, making durable design as critical as the repair service itself.
Policy mechanisms including repair bonuses, circular VAT and ecodesign requirements could accelerate growth. While governments are slowly introducing incentives, consumer behaviour may prove more decisive. As more individuals use repair services, learn mending skills and insist on longevity, brands will face pressure to adapt.
Google Trends data shows rising curiosity about clothing repair and care since 2025, with material discussions flourishing on social media through hashtags like #fabrictok and #naturalfibertok. This interest connects to mounting concern over microplastics in synthetic fibres. Samsara Eco's 2026 Circular-Conscious Consumer Report, surveying over 5,000 predominantly Gen Z respondents, found 89 percent expect at least 30 wears from a product and 54 percent believe quality is the brand's responsibility.
Repair is also becoming visibly fashionable. Pinterest's Hobbies Trend Report 2026 recorded a 1,509 percent surge in searches for "sashiko ideas," the Japanese visible mending technique, and a 157 percent rise for "repair aesthetic." Arc'teryx has turned its repair patches into sought-after design elements.
Circular Fashion News tracked nine brand repair launches or expansions in the first half of 2026. Kiabi, Moea and Octobre partnered with Save Your Wardrobe in France; Salomon expanded its United Repair Centre collaboration across six European markets; and in the UK, Next joined with Sojo, Primark with The Seam, and Lanx with Tern. These newcomers join longer-running programmes from established players.
Consumer research by RISE, Research Institutes of Sweden, surveyed over 3,000 people in Denmark, Poland and Sweden. Financial savings drove repair interest most strongly in Denmark and Sweden, outweighing environmental motives. For jeans repair, respondents were willing to pay roughly 40 to 85 percent of a new pair's price, though researchers caution these represent upper limits. Uncertainty about cost and time deterred Danish and Swedish consumers, while Polish respondents found buying new too convenient.
Fast fashion's falling prices create a structural obstacle. When new garments cost less than repairs, economics dictate replacement. Policy responses centre on lowering consumer costs through three main channels: ecodesign requirements for durability, Extended Producer Responsibility, and financial incentives like repair bonuses and reduced VAT.
France's repair bonus, active since 2023, offers 7 to 25 euros instant discounts per repair at certified providers, funded by brand EPR contributions. Ireland announced a similar voucher pilot for 2027. Circular VAT could prove more impactful: permitted under EU law since 2022 but rarely applied, an EU-wide implementation in 2029 could lift annual growth to 7.4 percent and push the 2030 market to 3.9 billion euros. In May 2026, the Ellen MacArthur Foundation and 69 organisations including H&M Group, Decathlon and Arc'teryx urged governments to cut VAT and labour taxes on repair and resale, with their "New Bottom Line" report suggesting gross profit margins for repair could reach 41 percent.
Most brands still treat repair as customer service rather than profit. A University of Exeter, Manchester Metropolitan University and Finisterre briefing outlined six organisational models, from in-house hubs to customer-enabled repair with provided tools and instructions. Strategic benefits like loyalty and regulatory preparation dominate discussions, yet resale offers revenue potential. Fashion for Good and Circle Economy's "Sorting for Circularity: Project Rewear" found that among 1,131 items processed by United Repair Centre, repair and renewal averaged 22.73 euros per piece while resale averaged 73.93 euros—3.3 times the repair cost, with 97.7 percent selling above repair expense.
The first half of 2026 suggests repair is advancing beyond niche status without achieving the industry-wide shift seen in resale. Genuine consumer demand, multiplying brand initiatives and viable economics for quality goods are emerging. Still, the market is small, programmes pale against sales volumes, and the repair-versus-new price gap excludes many consumers.