Having plunged by almost a fifth during 2020, retail constant value sales (2021 prices) of apparel and footwear specialist retailers rebounded in 2021 but remained well below their pre-pandemic level. The number of outlets continued to decline during 2021, albeit at a much slower pace than in the previous year.
Informal apparel retailers remain popular in the country, accounting for around three-fifths of all clothes and shoes sold in Cameroon. Informal retailers are mainly present in open markets, especially in rural areas and small towns, where purchasing power is lower.
The economic shock of the pandemic negatively led some consumers to trade down from new to second-hand clothing. However, leader Sodicam SA benefitted from the fact that affluent consumers could no longer make shopping trips abroad, boosting demand for the European banners that it franchises.
The retail constant value sales of apparel and footwear specialist retailers will continue to recover during the early part of the forecast period but will not return to their pre-pandemic level until 2024. Many low- and medium-income consumers will continue to favour second-hand clothing and counterfeit products.
Douala Grand Mall opened its doors in late 2020, and the number of shopping malls in Cameroon will continue to grow during the forecast period. This will provide an opportunity for international banners to expand their presence in the country.
With smartphone ownership continuing to grow and internet access becoming more affordable, the role played by social media in the marketing efforts of apparel and footwear specialist retailers is likely to deepen. Jumia failed in its attempt to introduce large-scale e-commerce to Cameroon, but it could develop in apparel and footwear specialist retailing during the latter part of forecast period, as local consumers grow more accustomed to using their smartphones to make financial transactions.
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Understand the latest market trends and future growth opportunities for the Apparel and Footwear Specialists industry in Cameroon with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Apparel and footwear specialists are chained or independent retail outlets with a primary focus on selling one or more of the following categories: clothing, footwear, and/or fashion accessories (costume jewellery, sunglasses, belts, hats, gloves, handbags, scarves, etc.). Apparel specialists include specialty apparel like wedding dress shops. Example brands include Primark, TJ Maxx, and Zara. Sportswear retailers, such as Adidas and Nike, are excluded from this channel and are included in Sports Goods Stores; this is due to the companies considering themselves sports companies as opposed to apparel companies.
See All of Our DefinitionsThis report originates from Passport, our Apparel and Footwear Specialists research and analysis database.
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