Executive Summary

Mar 2019
PROSPECTS
Value retailers focus on affordability and choice to drive sales

For economy brands, impulse purchases and fashion trends drives demand for apparel accessories, with consumers purchasing these products to add variety and interest to their outfit. These products are typically strategically positioned close to checkout tills alongisde products such as hosiery to encourage impulse purchases, with leading players such as Ackermans and H&M finding success with this tactic.

Mix and match attitude prevails

Consumers showed a preference for cheaper options when it came to apparel accessories in 2018 even for those who opted for higher priced options when it came to purchasing apparel. Consumers in South Africa like to accessorise their outfits, mixing and matching different items to create new looks.

Aspirational consumers choose luxury apparel accessories

Luxury apparel accessories are seen as a gateway to a luxury brand, with it being more affordable for an aspirational consumer to purchase a Louis Vuitton scarf, for example, as opposed to spending on a Louis Vuitton handbag. Consumers will also sometimes purchase luxury apparel accessories to dress up an outfit comprised of more affordable branded items.

COMPETITIVE LANDSCAPE
Ackermans sees dynamic growth with affordable product range

With good value apparel accessories being in vogue it was local company Pepkor Holdings Ltd which saw the largest increase in value share in 2018, with it further extending its lead. The company’s Pep brand continued to grow with it leading the category, while its Ackermans brand saw one of the most dynamic growth rates in current value terms in 2018 with it climbing into second place.

Sportswear brands benefit from athleisure trend

Some international brands such as Hugo Boss and Accessorize struggled in 2018 with consumers switching to more affordable alternatives. However, thanks to the strong athleisure trend adidas maintained a solid position within the category, with it seeing steady if unspectacular growth.

Local players lead but face growing competition

Apparel accessories is a highly fragmented category, with the top five players all being local retailers. Their wide distribution reach ensures that their brands have high visibility and reach a large consumer group.

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Apparel Accessories in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Apparel Accessories industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Apparel Accessories industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Apparel Accessories in South Africa market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Apparel Accessories in South Africa?
  • What are the major brands in South Africa?
  • How dynamic is the growth of clothing and footwear internet sales?
  • What is the performance of women’s clothing vs men’s clothing?
  • What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Apparel and Footwear market research database

Apparel Accessories in South Africa - Category analysis

HEADLINES

PROSPECTS

Value retailers focus on affordability and choice to drive sales
Mix and match attitude prevails
Aspirational consumers choose luxury apparel accessories

COMPETITIVE LANDSCAPE

Ackermans sees dynamic growth with affordable product range
Sportswear brands benefit from athleisure trend
Local players lead but face growing competition

CATEGORY DATA

Table 1 Sales of Apparel Accessories by Category: Volume 2013-2018
Table 2 Sales of Apparel Accessories by Category: Value 2013-2018
Table 3 Sales of Apparel Accessories by Category: % Volume Growth 2013-2018
Table 4 Sales of Apparel Accessories by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Apparel Accessories: % Value 2014-2018
Table 6 LBN Brand Shares of Apparel Accessories: % Value 2015-2018
Table 7 Forecast Sales of Apparel Accessories by Category: Volume 2018-2023
Table 8 Forecast Sales of Apparel Accessories by Category: Value 2018-2023
Table 9 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2018-2023
Table 10 Forecast Sales of Apparel Accessories by Category: % Value Growth 2018-2023

Apparel and Footwear in South Africa - Industry Overview

EXECUTIVE SUMMARY

Weak economy a drain on apparel and footwear sales
Fast fashion continues to make headway
Local players maintain lead with value proposition
Merger offers hope for strong growth in internet retailing
Small improvement predicted as retailers focus on online sales

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 12 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 17 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources