Apparel and Footwear in South Africa

April 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Childrenswear
  • Apparel and Accessories
  • Menswear
  • Womenswear
  • Jeans
  • Hosiery
  • Footwear
  • Sportswear

If you're in the Apparel and Footwear industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Apparel and Footwear in South Africa report includes:

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

This report answers:

  • What is the market size of Apparel and Footwear in South Africa?
  • Which are the leading brands in South Africa?
  • How are products distributed in South Africa?
  • How is the rise of e-commerce shaping demand?
  • What % of apparel and footwear sales are made via grocery retailers?
  • Do consumers want premium quality or fast fashion?
  • How will COVID-19 and recession impact demand?
  • How important is sustainability in Apparel and Footwear in South Africa?
  • Where is future growth expected to be most dynamic?

Apparel and Footwear in South Africa

EXECUTIVE SUMMARY

Apparel and footwear in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for apparel and footwear?

MARKET DATA

Table 1 Sales of Apparel and Footwear by Category: Volume 2016-2021 Table 2 Sales of Apparel and Footwear by Category: Value 2016-2021 Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2016-2021 Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2016-2021 Table 5 NBO Company Shares of Apparel and Footwear: % Value 2017-2021 Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2018-2021 Table 7 Distribution of Apparel and Footwear by Format: % Value 2016-2021 Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2021 Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2021-2026 Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2021-2026 Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2021-2026 Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Womenswear in South Africa

KEY DATA FINDINGS

2021 DEVELOPMENTS

Economic hardship encourages local consumers to seek value
South Africans increase purchases through online channels
Challenging operating environment for retailers slows recovery of womenswear in 2021

PROSPECTS AND OPPORTUNITIES

Casual wear trend expected to continue to gain momentum
Personalisation and in-store experiences to become focus to attract consumers back to stores
Investment in local manufacturing likely to contribute to more agile supply chains

CATEGORY DATA

Table 13 Sales of Womenswear by Category: Volume 2016-2021 Table 14 Sales of Womenswear by Category: Value 2016-2021 Table 15 Sales of Womenswear by Category: % Volume Growth 2016-2021 Table 16 Sales of Womenswear by Category: % Value Growth 2016-2021 Table 17 NBO Company Shares of Womenswear: % Value 2017-2021 Table 18 LBN Brand Shares of Womenswear: % Value 2018-2021 Table 19 NBO Company Shares of Women's Nightwear: % Value 2017-2021 Table 20 LBN Brand Shares of Women's Nightwear: % Value 2018-2021 Table 21 NBO Company Shares of Women's Outerwear: % Value 2017-2021 Table 22 LBN Brand Shares of Women's Outerwear: % Value 2018-2021 Table 23 NBO Company Shares of Women’s Swimwear: % Value 2017-2021 Table 24 LBN Brand Shares of Women’s Swimwear: % Value 2018-2021 Table 25 NBO Company Shares of Women's Underwear: % Value 2017-2021 Table 26 LBN Brand Shares of Women's Underwear: % Value 2018-2021 Table 27 Forecast Sales of Womenswear by Category: Volume 2021-2026 Table 28 Forecast Sales of Womenswear by Category: Value 2021-2026 Table 29 Forecast Sales of Womenswear by Category: % Volume Growth 2021-2026 Table 30 Forecast Sales of Womenswear by Category: % Value Growth 2021-2026

Menswear in South Africa

KEY DATA FINDINGS

2021 DEVELOPMENTS

E-commerce supports improving demand for menswear
Consumers are becoming more cautious spenders, seeking value and alternative payment options
Menswear sales constrained due to a tough operating environment

PROSPECTS AND OPPORTUNITIES

Technology aids retailers in planning their buys and understanding their customers
Remote working and casualisation of the workplace drive casual wear demand
Investment in local manufacturing set to increase supply chain agility

CATEGORY DATA

Table 31 Sales of Menswear by Category: Volume 2016-2021 Table 32 Sales of Menswear by Category: Value 2016-2021 Table 33 Sales of Menswear by Category: % Volume Growth 2016-2021 Table 34 Sales of Menswear by Category: % Value Growth 2016-2021 Table 35 NBO Company Shares of Menswear: % Value 2017-2021 Table 36 LBN Brand Shares of Menswear: % Value 2018-2021 Table 37 NBO Company Shares of Men’s Nightwear: % Value 2017-2021 Table 38 LBN Brand Shares of Men’s Nightwear: % Value 2018-2021 Table 39 NBO Company Shares of Men’s Outerwear: % Value 2017-2021 Table 40 LBN Brand Shares of Men’s Outerwear: % Value 2018-2021 Table 41 NBO Company Shares of Men’s Swimwear: % Value 2017-2021 Table 42 LBN Brand Shares of Men’s Swimwear: % Value 2018-2021 Table 43 NBO Company Shares of Men’s Underwear: % Value 2017-2021 Table 44 LBN Brand Shares of Men’s Underwear: % Value 2018-2021 Table 45 Forecast Sales of Menswear by Category: Volume 2021-2026 Table 46 Forecast Sales of Menswear by Category: Value 2021-2026 Table 47 Forecast Sales of Menswear by Category: % Volume Growth 2021-2026 Table 48 Forecast Sales of Menswear by Category: % Value Growth 2021-2026

Childrenswear in South Africa

KEY DATA FINDINGS

2021 DEVELOPMENTS

Childrenswear remains positive performer, driven by replacement purchases
Tough economic conditions and need for frequent replacements encourage consumers to seek value
Social media drives trends in childrenswear

PROSPECTS AND OPPORTUNITIES

Further growth as parents seek alternative schooling options
Licensed clothing set to continue to grow, supporting childrenswear growth
Focus on sustainability sees brands focus on the reusable element of their clothing

CATEGORY DATA

Table 49 Sales of Childrenswear by Category: Volume 2016-2021 Table 50 Sales of Childrenswear by Category: Value 2016-2021 Table 51 Sales of Childrenswear by Category: % Volume Growth 2016-2021 Table 52 Sales of Childrenswear by Category: % Value Growth 2016-2021 Table 53 NBO Company Shares of Childrenswear: % Value 2017-2021 Table 54 LBN Brand Shares of Childrenswear: % Value 2018-2021 Table 55 Forecast Sales of Childrenswear by Category: Volume 2021-2026 Table 56 Forecast Sales of Childrenswear by Category: Value 2021-2026 Table 57 Forecast Sales of Childrenswear by Category: % Volume Growth 2021-2026 Table 58 Forecast Sales of Childrenswear by Category: % Value Growth 2021-2026

Sportswear in South Africa

KEY DATA FINDINGS

2021 DEVELOPMENTS

Casual trend supports the resilience of sports-inspired pieces
Easing of lockdown encourages consumers to become more active
Changes in channel distribution as a result of COVID-19 and other market trends

PROSPECTS AND OPPORTUNITIES

Focus on health and wellness set to drive further demand for sportswear
Shift towards personalisation and in-store experiences
Investment in local manufacturing to support sales through supply chain agility

CATEGORY DATA

Table 59 Sales of Sportswear by Category: Value 2016-2021 Table 60 Sales of Sportswear by Category: % Value Growth 2016-2021 Table 61 NBO Company Shares of Sportswear: % Value 2017-2021 Table 62 LBN Brand Shares of Sportswear: % Value 2018-2021 Table 63 Distribution of Sportswear by Format: % Value 2016-2021 Table 64 Forecast Sales of Sportswear by Category: Value 2021-2026 Table 65 Forecast Sales of Sportswear by Category: % Value Growth 2021-2026

Jeans in South Africa

KEY DATA FINDINGS

2021 DEVELOPMENTS

Tough economic conditions see consumers favour economy jeans
Local supply investment set to improve retailers’ response
Versatility of jeans benefits sales

PROSPECTS AND OPPORTUNITIES

E-commerce platforms set to support sales
Focus on comfort and stretch jeans
Discounts and promotions are set to be more frequent in premium and super premium jeans

CATEGORY DATA

Table 66 Sales of Jeans by Category: Volume 2016-2021 Table 67 Sales of Jeans by Category: Value 2016-2021 Table 68 Sales of Jeans by Category: % Volume Growth 2016-2021 Table 69 Sales of Jeans by Category: % Value Growth 2016-2021 Table 70 Sales of Men’s Jeans by Category: Volume 2016-2021 Table 71 Sales of Men’s Jeans by Category: Value 2016-2021 Table 72 Sales of Men’s Jeans by Category: % Volume Growth 2016-2021 Table 73 Sales of Men’s Jeans by Category: % Value Growth 2016-2021 Table 74 Sales of Women’s Jeans by Category: Volume 2016-2021 Table 75 Sales of Women’s Jeans by Category: Value 2016-2021 Table 76 Sales of Women’s Jeans by Category: % Volume Growth 2016-2021 Table 77 Sales of Women’s Jeans by Category: % Value Growth 2016-2021 Table 78 NBO Company Shares of Jeans: % Value 2017-2021 Table 79 LBN Brand Shares of Jeans: % Value 2018-2021 Table 80 Forecast Sales of Jeans by Category: Volume 2021-2026 Table 81 Forecast Sales of Jeans by Category: Value 2021-2026 Table 82 Forecast Sales of Jeans by Category: % Volume Growth 2021-2026 Table 83 Forecast Sales of Jeans by Category: % Value Growth 2021-2026 Table 84 Forecast Sales of Men’s Jeans by Category: Volume 2021-2026 Table 85 Forecast Sales of Men’s Jeans by Category: Value 2021-2026 Table 86 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2021-2026 Table 87 Forecast Sales of Men’s Jeans by Category: % Value Growth 2021-2026 Table 88 Forecast Sales of Women’s Jeans by Category: Volume 2021-2026 Table 89 Forecast Sales of Women’s Jeans by Category: Value 2021-2026 Table 90 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2021-2026 Table 91 Forecast Sales of Women’s Jeans by Category: % Value Growth 2021-2026

Hosiery in South Africa

KEY DATA FINDINGS

2021 DEVELOPMENTS

Hosiery sales continue to decline
A shift in working and social habits leads to demand for casual hosiery
Purchasing decisions continue to be driven by price

PROSPECTS AND OPPORTUNITIES

Consumers will remain cautious, leading to further declines
Growth of sheer hosiery will be hampered by remote working trend
High-priced and fashionable brands are expected to thrive

CATEGORY DATA

Table 92 Sales of Hosiery by Category: Volume 2016-2021 Table 93 Sales of Hosiery by Category: Value 2016-2021 Table 94 Sales of Hosiery by Category: % Volume Growth 2016-2021 Table 95 Sales of Hosiery by Category: % Value Growth 2016-2021 Table 96 NBO Company Shares of Hosiery: % Value 2017-2021 Table 97 LBN Brand Shares of Hosiery: % Value 2018-2021 Table 98 Forecast Sales of Hosiery by Category: Volume 2021-2026 Table 99 Forecast Sales of Hosiery by Category: Value 2021-2026 Table 100 Forecast Sales of Hosiery by Category: % Volume Growth 2021-2026 Table 101 Forecast Sales of Hosiery by Category: % Value Growth 2021-2026

Apparel Accessories in South Africa

KEY DATA FINDINGS

2021 DEVELOPMENTS

Demand for most apparel accessories continues to decline
Face masks driving value growth of overall apparel accessories
Cash-restrained consumers and changing styles limit growth of accessories

PROSPECTS AND OPPORTUNITIES

Demand for other apparel accessories expected to remain strong
Unstable local economy likely to lead to further discounts and promotions
Growth of digital and online apparel accessories stores will help to sustain sales

CATEGORY DATA

Table 102 Sales of Apparel Accessories by Category: Volume 2016-2021 Table 103 Sales of Apparel Accessories by Category: Value 2016-2021 Table 104 Sales of Apparel Accessories by Category: % Volume Growth 2016-2021 Table 105 Sales of Apparel Accessories by Category: % Value Growth 2016-2021 Table 106 NBO Company Shares of Apparel Accessories: % Value 2017-2021 Table 107 LBN Brand Shares of Apparel Accessories: % Value 2018-2021 Table 108 Forecast Sales of Apparel Accessories by Category: Volume 2021-2026 Table 109 Forecast Sales of Apparel Accessories by Category: Value 2021-2026 Table 110 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2021-2026 Table 111 Forecast Sales of Apparel Accessories by Category: % Value Growth 2021-2026

Footwear in South Africa

KEY DATA FINDINGS

2021 DEVELOPMENTS

Further declining demand for footwear in 2021
Unbranded footwear popular with cash-restrained consumers
Illegal imports remain a threat to local production

PROSPECTS AND OPPORTUNITIES

Opportunities for e-commerce growth within footwear
Consumers opt for value brands in a struggling economy
New product innovations to drive demand

CATEGORY DATA

Table 112 Sales of Footwear by Category: Volume 2016-2021 Table 113 Sales of Footwear by Category: Value 2016-2021 Table 114 Sales of Footwear by Category: % Volume Growth 2016-2021 Table 115 Sales of Footwear by Category: % Value Growth 2016-2021 Table 116 NBO Company Shares of Footwear: % Value 2017-2021 Table 117 LBN Brand Shares of Footwear: % Value 2018-2021 Table 118 Distribution of Footwear by Format: % Value 2016-2021 Table 119 Forecast Sales of Footwear by Category: Volume 2021-2026 Table 120 Forecast Sales of Footwear by Category: Value 2021-2026 Table 121 Forecast Sales of Footwear by Category: % Volume Growth 2021-2026 Table 122 Forecast Sales of Footwear by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Apparel and Footwear

      • Baby and Toddler Wear
      • Boys' Apparel
      • Girls' Apparel
      • Belts
      • Gloves
      • Hats/Caps
      • Scarves
      • Ties
      • Other Apparel Accessories
        • Men's Nightwear
            • Economy Men's Jeans
            • Standard Men's Jeans
            • Premium Men's Jeans
            • Super Premium Men's Jeans
            • Men's Jackets and Coats
            • Men's Jumpers
            • Men's Shirts
            • Men's Shorts and Trousers
            • Men's Suits
            • Men's Tops
            • Other Men's Outerwear
        • Men's Swimwear
        • Men's Underwear
        • Women's Nightwear
            • Economy Women's Jeans
            • Standard Women's Jeans
            • Premium Women's Jeans
            • Super Premium Women's Jeans
            • Women's Dresses
            • Women's Jackets and Coats
            • Women's Jumpers
            • Women's Leggings
            • Women's Shirts and Blouses
            • Women's Shorts and Trousers
            • Women's Skirts
            • Women's Suits
            • Women's Tops
            • Other Women's Outerwear
        • Women's Swimwear
        • Women's Underwear
      • Nightwear
          • Economy Jeans
          • Standard Jeans
          • Premium Jeans
          • Super Premium Jeans
          • Dresses
          • Jackets and Coats
          • Jumpers
          • Leggings
          • Shirts and Blouses
          • Shorts and Trousers
          • Skirts
          • Suits
          • Tops
          • Other Outerwear
      • Swimwear
      • Underwear
      • Sheer Hosiery
      • Non-Sheer Hosiery
    • Children's Footwear
    • Men's Footwear
    • Women's Footwear
      • Performance Apparel
      • Outdoor Apparel
      • Sports-inspired Apparel
      • Performance Footwear
      • Outdoor Footwear
      • Sports-inspired Footwear

Apparel and Footwear

Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.

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This report originates from Passport, our Apparel and Footwear research and analysis database.

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