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Learn moreMay 2020
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Despite seeing slight economic improvements in 2019, South Africa continues to face economic problems, with low incomes and high unemployment. This continues to negatively impact womenswear, which registered a decline in retail volume terms in 2019.
Due to the country’s ongoing economic weakness, consumers continued to seek value for money at the end of the review period with international fast fashion retailers such as H&M gaining share as a result. Local players also turned their attention towards affordable fashion with Edcon for example opening its first store for its Kelso private label range during the review period.
Fashion trends are often inspired by international or local celebrities’ clothing and remain a main driver of purchasing decisions, shaping the styles that young consumers in particular prefer. These influence the clothing styles and colours popular within womenswear.
Truworths retained its lead in womenswear in 2019 despite continuing to lose value share. This local company offers the Truworths, Daniel Hechter, Identity and Inwear brands within womenswear, with its main target audience being young mid- to high-income consumers.
Edcon has been in a financial struggle for several years, since selling its womenswear chain Legit in 2017. The company’s situation financial situation worsened further towards the end of the review period and the group is struggling to maintain profits.
Having only entered South Africa in 2015, H&M has rapidly grown to prominence in womenswear, registering the most dynamic growth rate of the top 10 players in 2019 in current value terms. Fast fashion is increasingly popular in South Africa with consumers appreciating the wide choice and fashionable items that are available at affordable prices.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Womenswear 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 Womenswear industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.
The Womenswear in South Africa market research report includes:
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Why buy this report?
This industry report originates from Passport, our Apparel and Footwear market research database.
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.