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Country Report

Childrenswear in

Childrenswear in South Africa

May 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Price-sensitivity and economic uncertainty encourage use of price promotions

Although the birth rate fell over the review period, spending on childrenswear actually increased overall, boosted in part by the growing number of women joining the workforce. However, the weak economy coupled with the rise in VAT took its toll towards the end of the review period, with the category seeing a decline in retail volume terms in 2019.

While fast fashion appeals to the aspirational, the debt-saddled majority seek value for money cash purchases

In childrenswear, there continues to be a presence for economy, standard, premium and super premium price bands. Many middle- and higher-income consumers continued to look for aspirational brands at the end of the review period, despite a tough economic climate.

Character licensing and the mini-me trend encouraged by popularity of social media

Price is not the only factor shaping childrenswear sales, however, Childrenswear branded with popular children’s cartoons are proving increasingly popular. This is partly due to the growing range of character licensed products available and is also linked to children’s growing access to their favourite characters online via social and digital media.

COMPETITIVE LANDSCAPE

Pepkor’s value for money proposition appeals during time of economic uncertainty

Local players retained the lead in childrenswear in 2019 with Edcon, Mr Price, Woolworths, Pepkor Holdings and Truworths Group in the top five. Edcon continued to lose share in 2019, with the company closing stores across the country, while Woolworths also struggled to maintain share against a backdrop of growing price competition.

Stores expand their childrenswear ranges

The presence and range of childrenswear has been growing in many outlets. Childrenswear was introduced into a growing number of hypermarkets during the review period, while many outlets also continue to further expand their ranges.

Leading stores use rewards to entice customers but temptation of low-priced unbranded or second-hand options remains strong

An increasing focus on offering attractive store cards and rewards programmes by stores is having a growing influence on childrenswear. Value-conscious consumers are attracted by the rewards points that can be collected for purchases with these being used to pay for other purchases, while they can also often receive gift vouchers with purchases over a set amount or contribute their rewards points towards youth empowerment and educational programmes.

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Childrenswear Market Sample Report Childrenswear Market Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear 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 Childrenswear industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear 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 Childrenswear 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.

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Childrenswear in South Africa - Category analysis

HEADLINES

PROSPECTS

Price-sensitivity and economic uncertainty encourage use of price promotions

While fast fashion appeals to the aspirational, the debt-saddled majority seek value for money cash purchases

Character licensing and the mini-me trend encouraged by popularity of social media

COMPETITIVE LANDSCAPE

Pepkor’s value for money proposition appeals during time of economic uncertainty

Stores expand their childrenswear ranges

Leading stores use rewards to entice customers but temptation of low-priced unbranded or second-hand options remains strong

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2014-2019
Table 2 Sales of Childrenswear by Category: Value 2014-2019
Table 3 Sales of Childrenswear by Category: % Volume Growth 2014-2019
Table 4 Sales of Childrenswear by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Childrenswear: % Value 2015-2019
Table 6 LBN Brand Shares of Childrenswear: % Value 2016-2019
Table 7 Forecast Sales of Childrenswear by Category: Volume 2019-2024
Table 8 Forecast Sales of Childrenswear by Category: Value 2019-2024
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2019-2024
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2019-2024

Apparel and Footwear in South Africa - Industry Overview

EXECUTIVE SUMMARY

Economic constraints hinder sales as many struggle to access credit

Price promotions put pressure on margins

Local leaders under fire, facing competition from fast fashion and low-priced imports

E-commerce grows from low base but store presence remains important

Slightly stronger growth ahead but price-sensitivity will persist

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2014-2019
Table 12 Sales of Apparel and Footwear by Category: Value 2014-2019
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2014-2019
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2014-2019
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2015-2019
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2016-2019
Table 17 Distribution of Apparel and Footwear by Format: % Value 2014-2019
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2019
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2019-2024
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2019-2024

Megatrends

Country Report

Childrenswear in South Africa

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Executive Summary

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PROSPECTS

Price-sensitivity and economic uncertainty encourage use of price promotions

While fast fashion appeals to the aspirational, the debt-saddled majority seek value for money cash purchases

Character licensing and the mini-me trend encouraged by popularity of social media

COMPETITIVE LANDSCAPE

Pepkor’s value for money proposition appeals during time of economic uncertainty

Stores expand their childrenswear ranges

Leading stores use rewards to entice customers but temptation of low-priced unbranded or second-hand options remains strong

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Childrenswear in South Africa - Category analysis

HEADLINES

PROSPECTS

Price-sensitivity and economic uncertainty encourage use of price promotions

While fast fashion appeals to the aspirational, the debt-saddled majority seek value for money cash purchases

Character licensing and the mini-me trend encouraged by popularity of social media

COMPETITIVE LANDSCAPE

Pepkor’s value for money proposition appeals during time of economic uncertainty

Stores expand their childrenswear ranges

Leading stores use rewards to entice customers but temptation of low-priced unbranded or second-hand options remains strong

CATEGORY DATA

Apparel and Footwear in South Africa - Industry Overview

EXECUTIVE SUMMARY

Economic constraints hinder sales as many struggle to access credit

Price promotions put pressure on margins

Local leaders under fire, facing competition from fast fashion and low-priced imports

E-commerce grows from low base but store presence remains important

Slightly stronger growth ahead but price-sensitivity will persist

MARKET DATA

DEFINITIONS

SOURCES

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