Bags and Luggage in South Africa

2020 IMPACT

Demand for bags and luggage impacted by movement and travel restrictions and closure of schools and many workplaces during lockdown

Demand for bags and luggage was impacted by a number of factors during the lockdown in South Africa in 2020, including ongoing economic concerns for a large proportion of the population which focused their priorities on essential goods such as groceries and medicine, reduced demand for replacement bags such as backpacks and duffel bags due to the closure of schools and universities in March, and the high number of South Africans encouraged to work from home wherever possible, compounding the declining trend for business bags as the latter was already being steadily replaced by more practical crossbody bags due to the increasing casualisation within the workplace. Restrictions on both domestic and international travel during lockdown is also likely to have had a notable impact on demand for luggage; whilst affluent consumers can afford to invest in luggage, they are not immune to the restrictions put in place regarding movement within or outside of the country due to COVID-19, with this factor likely to have a negative impact on demand for luggage as international travel was still banned in South Africa in August 2020 even as the lockdown level was being further reduced towards the end of the summer, although permission was granted in specific circumstances such as returning to a place or permanent residence or place of work or study outside of the country.

Bags and luggage remains a highly fragmented competitive landscape in 2019 with a wide range of brands covering all income groups

Bags and luggage remained a highly fragmented landscape in South Africa in 2019, comprising a mix of luxury brands such as Louis Vuitton and Gucci, which appeal to affluent and aspirational consumers, names such as Avon (overall leader of non-luxury handbags) which offer affordability and accessibility through direct selling, and private label lines such as Woolworths which continued to perform well by offering practicality and economy options under non-luxury handbags and wallet and coin pouches. There is also a dominant value share held by “others” offering value for money to increasingly price-sensitive South Africans due to ongoing economic instability in the country, who purchase bags and luggage out of necessity rather than as a status symbol; a high number of low-priced bags and luggage are being imported from Asian countries in addition to high-grade counterfeit replicas of leading brands and are made available through open markets and even some variety stores across South Africa.

Local consumers of bags and luggage prefer to visit store-based specialist retailers to inspect goods prior to purchase, leaving limited room for e-commerce

With non-essential stores closed during lockdown in South Africa, the dominant distribution channel of bags and luggage specialist retailers in addition to upmarket department stores frequented by affluent consumers and apparel and footwear specialist retailers, are likely to suffer short-term declines; many South Africans prefer to visit physical stores to touch and feel bags and luggage (which is particularly important for luggage when trying to gauge their weight for when travelling) prior to making a purchasing decision, particularly those who are prepared to spend on luxury brands and appreciate the personal attention of sales assistants in these stores. Therefore, e-commerce holds low value share within bags and luggage in South Africa, with many consumers wary of the quality and authenticity offered by this channel, particularly for higher-end goods.

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