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Affordable products attract many but athleisure and aspirational positioning also appeals
Apparel and footwear in South Africa experienced favourable growth in 2025, regardless of economic factors and due to market polarisation, with consumers both seeking status pieces and increasingly prioritising affordability, the rise of athleisure trends, and aspirational spending. With a current retail value of ZAR235 billion in 2025, the market is expected to grow at a current value CAGR of 6% to ZAR317 billion by 2030, driven by factors such as affordability, strategic positioning by leading brands, and international competition. Local companies are adapting by expanding their presence in the value-offering space and improving their e-commerce capabilities.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Childrenswear
- Apparel and Accessories
- Menswear
- Womenswear
- Jeans
- Hosiery
- Footwear
- Sportswear
If you're in the Apparel and Footwear 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 and Footwear 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 and Footwear 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 and Footwear in South Africa?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in South Africa
Affordable products attract many but athleisure and aspirational positioning also appeals
Chart 1 Key Trends 2025
Apparel and footwear sales supported by market polarisation and shifting consumer preferences
Market polarisation is a key driver in market growth and development
Chart 2 Woolworths Offers Regular Price Promotions and Bundle Offers Throughout the Year
Resale platforms normalise second-hand clothing sales
Chart 3 Resale Platforms Such as Yaga Normalise Resale
Shein remains a competitive challenger to local retailers, despite tax reforms
Chart 4 Local Tax Reforms Expected to Level the Playing Field for Local Players
Athleisure, affordability, and aspirational purchases to continue driving spending
Normalisation of resale and sustainability to force companies to re-strategise
Chart 5 Analyst Insight
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
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in South Africa 2025
Chart 8 Key Insights on Consumers in South Africa 2025
Chart 9 Consumer Landscape in South Africa 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in South Africa
KEY DATA FINDINGS
Childrenswear growth attributed to growing, premium niches, and increased incomes
Chart 10 Key Trends 2025
Childrenswear fares well, as the market is influenced by social media and shifting demands
Market polarisation shapes childrenswear landscape through affordability and quality
Chart 11 Local Brands Leverage Fast-Fashion Tariffs by Offering Local, Affordable and Fashionable Options
Niche brands capitalise on community engagement and local production
Chart 12 Dandy Lion Kids Offer Uniquely Crafted Childrenswear
Social media and television increase demand for licenced apparel
Chart 13 Ackermans Character Shop Brings Affordable Licensed Apparel to Childrenswear
Baby and toddler wear to lead growth, with affluent parents preferring brand social commitment
Girls' apparel to remain largest category, with steady growth focussed on social media
Mr Price and Foschini maintain lead through affordability
Affordability and sustainability to grow demand for resale in childrenswear
Apparel specialists lead childrenswear sales through omnichannel retailing
Chart 14 Analyst Insight
Apparel Accessories in South Africa
KEY DATA FINDINGS
Apparel accessories growth challenged by market polarisation and rising challenger brands
Chart 15 Key Trends 2025
Apparel accessories experiences slow growth below regional average
Online-only players drive market polarisation and challenge incumbent brands
Chart 16 Local Players Bearing the Brunt of the Rise of Shein and Temu
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
Chart 17 Yaga Offers More Options for Pre-Loved Fashion Accessories
Apparel specialists lead with strong omnichannel presence, e-commerce lags behind
Menswear in South Africa
KEY DATA FINDINGS
Adaptable and versatile menswear trends support sales
Chart 18 Key Trends 2025
Menswear sales growth driven by versatile, transitional, style affordability
Market polarisation drives demand for both affordable and quality menswear
Chart 19 Apps Such as Varsity Vibes Offer Discounts to Students
Casualisation of business attire creates a growing demand for semi-smart menswear
Chart 20 Woolworths Transitioning Towards More Versatile and Casual Styles
Consumers to fuel menswear growth by prioritising quality and timeless designs
Local companies maintain their lead by adapting to consumer demands and values
Apparel specialists lead menswear sales with a strong omnichannel presence
Smaller brands focus on local storytelling and quality to increase market share
Chart 21 Analyst Insight
Womenswear in South Africa
KEY DATA FINDINGS
Womenswear perseveres through economic challenges due to strong demand
Chart 22 Key Trends 2025
Womenswear in South Africa withstands economic uncertainty
Aggressive marketing promotions and offers become a standard consumers expect
Chart 23 Superbalist Offers Promo Codes to Encourage Sales
Regulatory changes level the playing field for local retailers
Chart 24 Shein and Temu Added Extra Competition to Local Players
Market polarisation to drive dual consumer approaches
Chart 25 Analyst Insight
South African companies maintain lead amid regulatory changes
Growing resale competition to force traditional retail to adapt and strategise
Chart 26 Platforms Such as Yaga Making Fashion More Affordable
Apparel specialists lead womenswear sales with an omnichannel presence
Jeans in South Africa
KEY DATA FINDINGS
Increasingly polarised market influences jeans in South Africa
Chart 27 Key Trends 2025
Jeans market adapts well to shifting consumer behaviours for cheaper and premium items
Polarisation plays a key role in consumer demands for both affordable and premium jeans
Chart 28 Mr Price Offers Affordable and Trendy Range to Appeal to Price-Sensitive Consumers
Shein and Temu offer extensive ranges, but incumbents capitalise on South African diversity
Chart 29 Levi’s Aims to Gain Market Favourability by Expanding Curve Collection
Consumers to drive demand for sustainable and inclusive jeans in premium jeans
Resale reshapes the landscape, presenting both a threat and an opportunity
Sustainability and inclusivity to grow in line with polarisation trends
Mr Price maintains lead with fashion-forward styles and affordability
Apparel specialists remain South Africa’s go-to jeans retailer
Hosiery in South Africa
KEY DATA FINDINGS
Affordable prices and innovative designs alike attract consumers
Chart 30 Key Trends 2025
Periodic replacement purchases and innovative product designs drive growth
Market polarisation creates necessity and premium segments
Fashionable designs and functional innovation assist hosiery’s performance
Hosiery growth to remain consistent aligning with broader consumer expenditure trends
Visually appealing store set-ups and mannequin arrangements to boost consumer interest
Top brands lead with quality, affordable ranges
Innovation and design to assist local brands against international challengers
Chart 31 Local Sexy Socks Competes with International Brands Through Bold Designs
Apparel specialists lead hosiery sales with strong mall presence
Footwear in South Africa
KEY DATA FINDINGS
Athleisure and aspiration are reshaping South Africa’s footwear
Chart 32 Key Trends 2025
Premium and local brands benefit from “sneaker-head” culture and replacement needs
Value-driven consumers and aspirational purchases create polarised market segments
Chart 33 Bathu Shoes Uses Aggressive Promotional Deals to Drive Sales and Empty Inventory
Wellness culture and broader fashion trends influence new brand offerings
Demand for affordable footwear and versatile athleisure wear to support sales
International brands maintain lead through strong reputation and desirability
Counterfeit products fuelled by growing social platforms and e-commerce
Apparel specialists dominate offline sales with consumers preferring the in-store experience
Retail e-commerce gains traction with an omnichannel presence
Chart 34 Analyst Insight
Sportswear in South Africa
KEY DATA FINDINGS
Sportswear sees healthy growth as a result of shifting consumer behaviour and wellness culture
Chart 35 Key Trends 2025
Expansion of athleisure and active lifestyles fuel growth
Polarising consumer preferences split between affordability, versatility, and casualisation
Chart 36 Local Brand Mr Price Sports and Italian Brand Kappa Collaborate on Limited-Edition Collection
Emerging resale indicates a potential shift, opening potential to traditional brands
Chart 37 Yaga Offers More Affordable Options to Consumers
Cross-functionality to boost future sales as more consumers adopt active lifestyles
Chart 38 Analyst Insight
Limited-edition collections and collaborations show the way forward
Top brands maintain lead as consumers demand remain polarised
New entrants and local sports teams' clothing ranges create new opportunities
Apparel specialists lead sportswear sales with a strong brand presence
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Apparel and Footwear
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- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
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- Belts
- Gloves
- Hats/Caps
- Scarves
- Ties
- Other Apparel Accessories
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- Men's Nightwear
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- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
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- Men's Jackets and Coats
- Men's Jumpers
- Men's Shirts
- Men's Shorts and Trousers
- Men's Suits
- Men's Tops
- Other Men's Outerwear
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- Men's Swimwear
- Men's Underwear
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- Women's Nightwear
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- Economy Women's Jeans
- Standard Women's Jeans
- Premium Women's Jeans
- Super Premium Women's Jeans
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- Women's Dresses
- Women's Jackets and Coats
- Women's Jumpers
- Women's Leggings
- Women's Shirts and Blouses
- Women's Shorts and Trousers
- Women's Skirts
- Women's Suits
- Women's Tops
- Other Women's Outerwear
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- Women's Swimwear
- Women's Underwear
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-
- Nightwear
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- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
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- Dresses
- Jackets and Coats
- Jumpers
- Leggings
- Shirts and Blouses
- Shorts and Trousers
- Skirts
- Suits
- Tops
- Other Outerwear
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- Swimwear
- Underwear
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- Sheer Hosiery
- Non-Sheer Hosiery
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- Children's Footwear
- Men's Footwear
- Women's Footwear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
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Apparel and Footwear
Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.
See all of our definitions
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This report originates from Passport, our Apparel and Footwear research and analysis database.
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