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Learn moreMay 2020
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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.
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.
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.
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.
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.
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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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.
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This industry report originates from Passport, our Apparel and Footwear market research database.
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.