COMPETITIVE LANDSCAPE
Mr Price and Foschini maintain lead through affordability
The childrenswear market in South Africa is highly fragmented, comprising well-established local players and international brands, as well as smaller niche brands typically sold online through e-commerce platforms and social media. In 2025, Mr Price Group Ltd maintained its lead, with 9%, due to its affordable clothing range, which appeals to price-sensitive consumers.
Affordability and sustainability to grow demand for resale in childrenswear
Affordability and sustainability are factors influencing the demand for pre-used clothing, with parents seeking pre-loved alternatives to traditional retail. This shift is driven by both economic factors and a growing awareness of environmental issues and could pose a potential challenge to traditional retailers.
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Overview:
Understand the latest market trends and future growth opportunities for the Childrenswear 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 Childrenswear 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 Childrenswear 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 Childrenswear 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 Childrenswear in South Africa?
- Where is future growth expected to be most dynamic?
Childrenswear in South Africa - Category analysis
KEY DATA FINDINGS
Childrenswear growth attributed to growing, premium niches, and increased incomes
Childrenswear fares well, as the market is influenced by social media and shifting demands
Market polarisation shapes childrenswear landscape through affordability and quality
Niche brands capitalise on community engagement and local production
Social media and television increase demand for licenced apparel
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
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:
Childrenswear
- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
Childrenswear
This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.
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 Childrenswear research and analysis database.
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