COMPETITIVE LANDSCAPE
Pepkor Holdings Ltd maintains lead, despite growth of Shein
The apparel accessories market in South Africa remains highly fragmented, with a mix of local and international players competing for share. In 2025, Pepkor Holdings Ltd maintained its lead with a 10% share, despite a decline from 11% in 2024.
Brands need to adapt and strategise as resale options become increasingly popular
The growth of resale in 2025 significantly impacted South Africa's apparel accessories, challenging traditional retail. Price-sensitive South African consumers increasingly use platforms like Yaga and Facebook Marketplace for affordable options.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel Accessories 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 Apparel Accessories 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.
The Apparel Accessories in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Apparel Accessories in South Africa?
- Which are the leading brands in South Africa?
- How are products distributed in South Africa?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Apparel Accessories in South Africa?
- Where is future growth expected to be most dynamic?
Apparel Accessories in South Africa - Category analysis
KEY DATA FINDINGS
Apparel accessories growth challenged by market polarisation and rising challenger brands
Apparel accessories experiences slow growth below regional average
Online-only players drive market polarisation and challenge incumbent brands
Growth to be slow as consumers remain price-sensitive, seeking cheap alternatives
Pepkor Holdings Ltd maintains lead, despite growth of Shein
Brands need to adapt and strategise as resale options become increasingly popular
Apparel specialists lead with strong omnichannel presence, e-commerce lags behind
Apparel and Footwear in South Africa - Industry Overview
Affordable products attract many but athleisure and aspirational positioning also appeals
Apparel and footwear sales supported by market polarisation and shifting consumer preferences
Market polarisation is a key driver in market growth and development
Resale platforms normalise second-hand clothing sales
Shein remains a competitive challenger to local retailers, despite tax reforms
Athleisure, affordability, and aspirational purchases to continue driving spending
Normalisation of resale and sustainability to force companies to re-strategise
Local brands maintain lead, adapting to changing consumer preferences and tax regulations
Competitive nature of emerging brands to increase strategic positioning of local players
Retail offline continues to dominate sales, albeit with a strong omnichannel presence
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Apparel Accessories
- Belts
- Gloves
- Hats/Caps
- Scarves
- Ties
- Other Apparel Accessories
Apparel Accessories
Supplementary garments and clothing articles consisting of items as belts, scarves, gloves, hats, ties and other accessories. Knitted accessories (hats, scarves and gloves) are also included. Includes all such products designed for men, women, children, and infants. Shoes, bags and sunglasses are excluded and attributed to Footwear, Travel Goods and Sunglasses respectively.
See all of our definitionsWhy 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 report originates from Passport, our Apparel Accessories research and analysis database.
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