Apparel and Footwear Specialist Retailers in Cameroon

PROSPECTS

Apparel and footwear specialist retailers gain momentum as consumers’ lifestyles evolve

Evolving consumer habits and the growing relevance of modern retailers have benefited apparel and footwear specialist retailers in Cameroon. A growing and diverse group of consumers made of professionals, entrepreneurs, and millennials and occasionally working-class allocates a growing percentage of their income for clothes and shoes and prefer when possible to buy renowned brands.

Stable economy boosts middle-income consumers’ purchasing power

Over the forecast period, the channel is expected to see current value sales growth in line with the review period. This is supported by a stable economy, which is boosting consumer confidence and purchasing power.

Fashion-conscious urban millennials spur growth

Many fashion-conscious young consumers are using higher disposable incomes to spend more on apparel and footwear. Many millennials are trading-up from second-hand or counterfeit products to branded goods.

COMPETITIVE LANDSCAPE

Apparel and footwear specialist retailers face intense completion ahead

Although many apparel and footwear specialist retailers have strong selling points, such as excellent customer service, quality products, strategic locations and creativity, many still face intense competition from other modern and traditional retailers who sell clothing in their outlets. Pricing can disadvantage specialist retailers as most of their goods are higher priced and appeal mostly to middle and high-income consumers.

Some retailers flourish and others leave the market as consumers change their habits

In 2019 one retailer strengthened its position as one of the major players in apparel and footwear specialist retailers, while another one exited Cameroon, unable to fine-tune its commercial strategy. Numero Uno although still relatively small, executed a very successful commercial strategy, stocking both designer and non-designer clothes and leveraging on frequent price promotions.

Internet influencers boost consumer interest

There is growing consumer interest in apparel and footwear in Cameroon. Consumers are increasingly interested in fashion and more likely to follow the latest trends via social media platforms like Pinterest, Instagram and Facebook.

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