In 2020, menswear saw a stronger volume decline than in any other year of the review period, as well as seeing the first current value decline for many years. After the emergence of COVID-19 in the country in the first quarter of the year, the government implemented a lockdown and put various restrictions in place to stop its spread.
As in womenswear, some consumers turned online to shop, thanks to online and digital menswear retail channels increasing their presence. This was especially the case at the beginning of the COVID-19 pandemic, when non-essential retail stores had to close.
Travel bans and a halt to consumer goods logistics, other than essential services or products, disrupted the movement of menswear merchandise. Although temporary, these disruptions had a negative impact, as a lot of stock was previously import-based, due to a large proportion of South African clothing arriving in the country from China, which requires well-timed forward planning.
Like womenswear, menswear is expected to continue to decline in both retail volume and current value terms in 2021. COVID-19 was still widespread in the country at the beginning of 2021, and in fact the country saw tougher restrictions due to the emergence of a more virulent variant of the virus.
After already experiencing economic challenges at the end of the review period, the South African economy suffered even more problems in 2020 due to the measures taken to try and prevent the spread of COVID-19. This is anticipated to lead to continued financial challenges such as declining GDP growth, higher taxes and increasing unemployment.
In addition to functionality, which is a strong driver of growth in menswear, branding is expected to remain an important factor stimulating growth in the forecast period. Collaborations between brands, brands and celebrities, and brands and designers, as well as the use of licensed material, have previously shown that they add excitement, attract customers and promote overall creativity.
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Understand the latest market trends and future growth opportunities for the Menswear industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Menswear industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Menswear research and analysis database.
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