Prior to the pandemic, demand for sports-inspired apparel and footwear was already rising. It had been driven by the emerging trends of sporty chic and sporty couture.
As the pandemic hit, South Africa experienced a hard lockdown with consumers having to stay at home and gyms ordered to close. This restricted consumers’ ability to engage in outdoor activities such as hiking, fishing, and running.
In response to the pandemic and restrictions on trade and in-store footfall, retailers have heavily invested in e-commerce platforms. Likewise, in response to the introduction of these pandemic-related restrictions, consumers have increased their use of online sales platforms as a way of both reducing their risk of exposure by staying away from stores, but also due to the convenience of being able to browse and shop any hour of the day and have orders delivered to their homes.
Local consumers are placing increasing importance on their own health and that of their loved ones. The pandemic has caused a shift in consumer attitudes to favour brands and products that promote health and wellness.
With the growth of e-commerce and the pandemic limiting footfall in physical stores towards the end of the review period, retailers are responding by focusing on improving the in-store experience as restrictions are further eased. The trend of in-store experiences and personalisation was evident pre-pandemic, with sportswear no exception.
The revealing of the strategic plan by the Department for Trade, Industry and Competition (DTIC) has led to vocal support by many of South Africa’s major local retailers. The Foschini Group, Mr Price and Truworths have all committed to the plan, which aims to the increase the share of local styles in the market upwards of 60% by 2030.
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Understand the latest market trends and future growth opportunities for the Sportswear 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 Sportswear 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 Sportswear research and analysis database.
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