Sportswear in South Africa

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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