COMPETITIVE LANDSCAPE
Mr Price maintains lead with fashion-forward styles and affordability
The jeans market in South Africa remains fragmented, with multiple players competing for share. In 2025, Mr Price Group Ltd led with a 10% share, followed by Pepkor Holdings Ltd with 7%, and The Foschini Group Ltd with 6%.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans 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 Jeans 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 Jeans 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 Jeans 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 Jeans in South Africa?
- Where is future growth expected to be most dynamic?
Jeans in South Africa - Category analysis
KEY DATA FINDINGS
Increasingly polarised market influences jeans in South Africa
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
Shein and Temu offer extensive ranges, but incumbents capitalise on South African diversity
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
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:
Jeans
- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
Jeans
This category includes trousers/pants made of denim. It comprises of all lengths including capris and shorts. Most popular brands include: Levi’s, Lee, Wrangler. Jeans are further broken down by price platform. A full list of price bands in local currency for the 46 researched markets is available upon request. Please speak to your account manager to get a copy of these.
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 Jeans research and analysis database.
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