Childrenswear in South Africa

2021 DEVELOPMENTS

Childrenswear remains positive performer, driven by replacement purchases

Consumers have seen their budgets constrained given the unstable economic situation as a result of the pandemic, and have been more cautious with their spending due to uncertainty over their immediate future. Despite the tough economic conditions and reduced budgets of consumers, childrenswear has been one of the most resilient categories in apparel and footwear in South Africa.

Tough economic conditions and need for frequent replacements encourage consumers to seek value

South Africa’s economic situation weakened declined due to COVID-19 and the restrictions on movement and trade put in place by the government. Consumers have faced pay cuts, reduced hours and for some, loss of employment.

Social media drives trends in childrenswear

COVID-19 has placed many restrictions on social events and gatherings. During South Africa’s first lockdown, schools closed, leading to many young children having to stay at home.

PROSPECTS AND OPPORTUNITIES

Further growth as parents seek alternative schooling options

COVID-19 and the resulting lockdowns closed not only businesses but also schools. During 2020, schools across the country were closed.

Licensed clothing set to continue to grow, supporting childrenswear growth

As the pandemic has forced consumers to stay at home for longer, parents have increasingly turned to digital platforms to entertain their children. The growth in the use of social media increased drastically as a result.

Focus on sustainability sees brands focus on the reusable element of their clothing

COVID-19 has changed many aspects of consumers’ lives. Amid the global pandemic, consumers have placed greater importance on their health and wellness, and alongside this, greater interest in natural products.