Executive Summary

Mar 2019
PROSPECTS
Heavy discounts and promotional campaigns to increase sales

South Africa’s economy continued to see weak growth in 2018 and this coupled with rising unemployment and falling incomes had a negative impact on menswear, with current value growth largely only down to inflation. With consumers looking to limit their spending on non-essentials there was growing demand and attention on products with heavy discounts and promotional offers.

Value brands perform well while credit and lay-by purchases increase

With budgets shrinking consumers sought out value brands in 2018 which favoured affordable local brands such as Mr Price and Pep, which both saw strong current value growth. Meanwhile, in order to maintain sales a number of fashion retailers increased their focus on credit sales and lay-by purchases.

International brands remain popular

International brands are perceived by many South Africans to be of a better quality and trendier than local brands. Price wise, they often offer better value too and as such are preferred by aspirational consumers.

COMPETITIVE LANDSCAPE
Tough economy negatively impacts local brands

Mr Price Group Ltd achieved the most dynamic growth in 2018, with its Mr Price brand overtaking Edgars to become the leading menswear brand. The company offers value menswear which given the state of the economy makes it attractive to consumers on a tight budget.

Edcon seeks support as sales struggle

Edcon Holdings Ltd, which led menswear until 2017, continued to struggle in 2018 with it closing underperforming stores. Like most fashion retailers the company struggled towards the end of the review period due to the country’s weak economy, the rising cost of living and high unemployment.

Fast fashion flourishes in menswear

International fast fashion retailers including H&M, Zara and Cotton On continued to see strong growth in menswear in 2018. These retailers offer a wide range of menswear products under one roof with product lines being regularly updated to sustain interest.

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Menswear in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Menswear 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 Menswear industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Menswear 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 Menswear 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.

Menswear in South Africa - Category analysis

HEADLINES

PROSPECTS

Heavy discounts and promotional campaigns to increase sales
Value brands perform well while credit and lay-by purchases increase
International brands remain popular

COMPETITIVE LANDSCAPE

Tough economy negatively impacts local brands
Edcon seeks support as sales struggle
Fast fashion flourishes in menswear

CATEGORY DATA

Table 1 Sales of Menswear by Category: Volume 2013-2018
Table 2 Sales of Menswear by Category: Value 2013-2018
Table 3 Sales of Menswear by Category: % Volume Growth 2013-2018
Table 4 Sales of Menswear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Menswear: % Value 2014-2018
Table 6 LBN Brand Shares of Menswear: % Value 2015-2018
Table 7 NBO Company Shares of Men’s Nightwear: % Value 2014-2018
Table 8 LBN Brand Shares of Men’s Nightwear: % Value 2015-2018
Table 9 NBO Company Shares of Men’s Outerwear: % Value 2014-2018
Table 10 LBN Brand Shares of Men’s Outerwear: % Value 2015-2018
Table 11 NBO Company Shares of Men’s Swimwear: % Value 2014-2018
Table 12 LBN Brand Shares of Men’s Swimwear: % Value 2015-2018
Table 13 NBO Company Shares of Men’s Underwear: % Value 2014-2018
Table 14 LBN Brand Shares of Men’s Underwear: % Value 2015-2018
Table 15 Forecast Sales of Menswear by Category: Volume 2018-2023
Table 16 Forecast Sales of Menswear by Category: Value 2018-2023
Table 17 Forecast Sales of Menswear by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Menswear 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 19 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 20 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 21 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 22 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 23 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 24 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 25 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 26 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 27 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 28 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 29 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 30 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources