COMPETITIVE LANDSCAPE
South African companies maintain lead amid regulatory changes
The womenswear market in South Africa remains fragmented, with a mix of large local retailers, niche players, and international brands competing for share. In 2025, Pepkor Holdings Ltd held first place with 16%, followed by The Foschini Group Ltd at 12%, and Mr Price Group Ltd with 11%.
Growing resale competition to force traditional retail to adapt and strategise
Womenswear in South Africa is expected to experience an increasing shift in consumer behaviour towards a preference for resale and pre-loved fashion. This trend is not only affecting low-incoming households in South Africa, but it is also expected to become a common practice among higher income shoppers.
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Overview:
Understand the latest market trends and future growth opportunities for the Womenswear 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 Womenswear 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 Womenswear 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 Womenswear 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 Womenswear in South Africa?
- Where is future growth expected to be most dynamic?
Womenswear in South Africa - Category analysis
KEY DATA FINDINGS
Womenswear perseveres through economic challenges due to strong demand
Womenswear in South Africa withstands economic uncertainty
Aggressive marketing promotions and offers become a standard consumers expect
Regulatory changes level the playing field for local retailers
Market polarisation to drive dual consumer approaches
South African companies maintain lead amid regulatory changes
Growing resale competition to force traditional retail to adapt and strategise
Apparel specialists lead womenswear sales with an omnichannel presence
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:
Womenswear
- 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
Womenswear
This is the aggregation of women's outerwear and women's underwear, nightwear and swimwear.
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 Womenswear research and analysis database.
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