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Childrenswear in
South Africa

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Parents switch to value brands in face of struggling economy

Although the birth rate fell over the review period spending on childrenswear actually increased, 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 in 2018 with the category seeing a decline in retail volume terms.

Aspirational brands still popular among parents

Many middle- and higher-income consumers continued to look for aspirational brands in 2018, despite the tough economic climate. Childrenswear from fast fashion brands such as Cotton On Kids and H&M, for example, is priced higher than products from local value retailers, but many consumers still demand such brands as they perceive them to be of a higher quality.

Digital landscape helps stimulate interest in childrenswear

Young, educated parents are becoming increasingly interested in fashion, not just for themselves but also for their children, with this being driven in part by digital and social media, with proud parents sharing pictures of their children on sites such as Facebook and Instagram. One trend that has remained relevant in line with this is the mini-me trend in which parents match their children’s outfits with their own.

COMPETITIVE LANDSCAPE
Local players retain lead

Local players retained the lead in childrenswear in 2018 with Edcon, Mr Price, Woolworths, Pepkor Holdings and Truworths Group accounting for the top five places in the rankings. While Edcon continued to struggle in 2018 with it closing stores across the country, the other four players all benefited from their offer of good value childrenswear.

Fast fashion gains ground in childrenswear

Fast fashion also had a growing influence on childrenswear in 2018 with players including Cotton On Kids and H&M both performing well. These retailers are available in large shopping malls across the country and offer both fashionable items as well as basic ranges which are affordable and of a good quality.

Unbranded clothing proving increasingly popular among cash-strapped consumers

Childrenswear is highly fragmented in South Africa, with cheap unbranded clothing from Asian countries being popular amongst low- and middle-income consumers who have been hard hit by the country’s weak economy. Unbranded childrenswear is sold at highly competitive prices and is popular among low-income families.

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Childrenswear in South Africa

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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.

Childrenswear in South Africa - Category analysis

HEADLINES

PROSPECTS

Parents switch to value brands in face of struggling economy
Aspirational brands still popular among parents
Digital landscape helps stimulate interest in childrenswear

COMPETITIVE LANDSCAPE

Local players retain lead
Fast fashion gains ground in childrenswear
Unbranded clothing proving increasingly popular among cash-strapped consumers

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2013-2018
Table 2 Sales of Childrenswear by Category: Value 2013-2018
Table 3 Sales of Childrenswear by Category: % Volume Growth 2013-2018
Table 4 Sales of Childrenswear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Childrenswear: % Value 2014-2018
Table 6 LBN Brand Shares of Childrenswear: % Value 2015-2018
Table 7 Forecast Sales of Childrenswear by Category: Volume 2018-2023
Table 8 Forecast Sales of Childrenswear by Category: Value 2018-2023
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2018-2023

Apparel and Footwear in South Africa - Industry Overview

EXECUTIVE SUMMARY

Weak economy a drain on apparel and footwear sales
Fast fashion continues to make headway
Local players maintain lead with value proposition
Merger offers hope for strong growth in internet retailing
Small improvement predicted as retailers focus on online sales

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 12 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 17 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources