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Country Report

Sportswear in

Sportswear in South Africa

Mar 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Athleirsure trend and active lifestyles driving demand for sportswear

The athleisure trend continued to develop in 2018 with consumers appreciating the comfort and practicality of this look. While international brands such as Nike and adidas have been the main beneficiaries of this trend there has also been a growing presence of small local companies looking to enter sportswear.

The rise of private label and cheap unbranded Chinese imports making sportswear more accessible to a wider consumer base

With the rising cost of living coupled with strained budgets, there was a growing presence of cheaper products in sportswear at the end of the review period. For example, there was an increase in cheap unbranded Chinese imports, with South African entrepreneurs looking to fill the gap in the market for low-cost sportswear.

Aspirational and younger consumers drive demand for international branded items

International brands such as Nike and adidas are at the higher-end of the price spectrum, but they are purchased not only by higher-income groups, but by all income groups, as locals are highly aspirational. Although disposable income has fallen and budgets are tight for many households, consumers continue to purchase these brands as a sign of status, with many consumers using credit or lay-by payment options.

COMPETITIVE LANDSCAPE

Nike and adidas retain lead despite limited growth

Sportswear continued to be led by global brands adidas and Nike. These players offer a huge selection of sports apparel and footwear and benefit from widespread distribution, including through their own network of stores.

Mr Price Sport wins favour with affordable range of sportswear

One player to benefit from the economic situation in 2018 was Mr Price Group Ltd with its Mr Price Sport range of sportswear. The value retailer offers a wide range of sportswear that caters to men, women and children and which covers casual wearers as well those looking for products for specific purposes.

Local brands appear offering fashionable sportswear

Although the competitive landscape is largely overshadowed by international brands there has been a growing presence of small local sportswear brands in South Africa which resulted in “others” seeing a growing value share towards the end of the review period. Local brands such as Calvee, MovePretty and Wildcat were launched in the second half of the review period, with these looking to benefit from the athleisure trend with attractive designs targeted at fashion-conscious women.

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Sportswear Sample Report Sportswear Sample Data

Overview

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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.

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Overview

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

The Sportswear in South Africa market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic 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 Sportswear 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

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Sportswear in South Africa - Category analysis

HEADLINES

PROSPECTS

Athleirsure trend and active lifestyles driving demand for sportswear

The rise of private label and cheap unbranded Chinese imports making sportswear more accessible to a wider consumer base

Aspirational and younger consumers drive demand for international branded items

COMPETITIVE LANDSCAPE

Nike and adidas retain lead despite limited growth

Mr Price Sport wins favour with affordable range of sportswear

Local brands appear offering fashionable sportswear

CATEGORY DATA

Table 1 Sales of Sportswear by Category: Value 2013-2018
Table 2 Sales of Sportswear by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Sportswear: % Value 2014-2018
Table 4 LBN Brand Shares of Sportswear: % Value 2015-2018
Table 5 Distribution of Sportswear by Format: % Value 2013-2018
Table 6 Forecast Sales of Sportswear by Category: Value 2018-2023
Table 7 Forecast Sales of Sportswear 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 8 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 9 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 10 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 11 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 13 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 14 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 15 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 16 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 17 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 18 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 19 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

Megatrends

Country Report

Sportswear in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Athleirsure trend and active lifestyles driving demand for sportswear

The rise of private label and cheap unbranded Chinese imports making sportswear more accessible to a wider consumer base

Aspirational and younger consumers drive demand for international branded items

COMPETITIVE LANDSCAPE

Nike and adidas retain lead despite limited growth

Mr Price Sport wins favour with affordable range of sportswear

Local brands appear offering fashionable sportswear

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Sportswear in South Africa - Category analysis

HEADLINES

PROSPECTS

Athleirsure trend and active lifestyles driving demand for sportswear

The rise of private label and cheap unbranded Chinese imports making sportswear more accessible to a wider consumer base

Aspirational and younger consumers drive demand for international branded items

COMPETITIVE LANDSCAPE

Nike and adidas retain lead despite limited growth

Mr Price Sport wins favour with affordable range of sportswear

Local brands appear offering fashionable sportswear

CATEGORY DATA

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

DEFINITIONS

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