International luxury brands often use Sandton City as their first foray into Africa, as it is regarded as a luxury shopping hub and has a well-established retail infrastructure. High net worth individuals from countries including Nigeria, Angola and Mozambique constitute an important client base for South African luxury retailers.
While monobrand stores such as Prada and Jimmy Choo have opened in South Africa, it is multibrand stores with multiple luxury brands under the same roof that characterise the competitive landscape. Monobrand stores demonstrate South Africa’s potential as a luxury shopping destination, where international brands are willing to invest.
Domestic spending on designer apparel and footwear (ready-to-wear) has equalled that of international consumers. South Africans are highly aspirational: young upper-middle-income professionals seek well-known international luxury brands as a symbol of their social and economic status.
Designer apparel and footwear (ready-to-wear) in South Africa is highly fragmented. However, Surtee Group is well known, often being the partner of choice for luxury brands to introduce their products in Africa.
No individual luxury brands have local websites, although they do have international ones. However, locals cannot shop from international websites, which are primarily used to view prices and collections.
There are multiple reasons for the slow penetration of internet retailing in luxury goods in South Africa. Shopping in physical stores is considered part of the luxury goods purchasing experience.
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Discover the latest market trends and uncover sources of future market growth for the Designer Apparel and Footwear (Ready-to-Wear) industry in South Africa with research from Euromonitor's team of in-country analysts.
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