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African denim clothing market consumption characteristics

Time: 2019-07-16 09:43:09

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African denim clothing market consumption characteristics


(China-Africa Trade Research Center) The global jeans market is expected to grow at a compound annual growth rate of approximately 0.8% over the next five years, and will grow from $57.4 billion in 2017 to a market size of $60.2 billion in 2023. Among them, young Africa will become a major growth highlight in the global jeans market. In the future, the African jeans industry will be driven by the following factors.



At present, Africa has a population of more than 1.2 billion and is expected to reach about 2.5 billion by 2050. More than half of the world's new population will come from Africa. This means that Africa will become the world's youngest gathering place for the mainland and young people. As a fashion label for young people (mainly), with the urbanization of Africa and the growth of young people, the demand for jeans in the African market will also increase significantly.


African purchasing power is enhanced

The British "Economist" article pointed out that the rapid growth of African population will promote urbanization. In 2010, there were only three cities in Africa with a population of more than 5 million, namely Cairo in Egypt, Lagos in Nigeria and Kinshasa in Congo. But by 2050, there will be 35 cities with a population of more than 5 million, of which the population of Kinshasa and Lagos is expected to exceed 30 million. Driven by this accelerated urbanization process, African consumers are increasingly purchasing, and their sense of fashion is becoming more sensitive.


Fashion consumption into a young choice

With the recovery of the African economy and the advancement of urbanization and industrialization, the nature of Africans pursuing fashion and loving beauty has gradually been released. At present, fast fashion clothing is becoming the most important fashion choice for young Africans, and jeans, as a representative item of the fast fashion industry, is being loved by more and more African young people.


Used & New Products?

East Africa is one of the earliest and probably the longest time to resist the import of used clothing. The East African countries such as Kenya, Tanzania and Uganda have introduced relevant policies to resist the import of second-hand clothing. Although this has stimulated the development of underground industry chains such as second-hand clothing smuggling, it has also greatly promoted the import of new African clothing, including denim fabrics such as milk pants. Overall, Africa’s dependence on second-hand clothing will continue to weaken, and local production and imports of new products will continue to increase.


Local production and consumption

At present, African textile and garment production and exporting countries mainly include Morocco and Egypt in North Africa. Clothing production in sub-Saharan Africa is mainly concentrated in Lesotho, Mauritius, Kenya, Madagascar and Ethiopia. In particular, in recent years, Morocco has gradually become an important production place for global fast fashion apparel, and has undertaken production orders for major global apparel brands such as Inditex Group, Topshop and Marks & Spencer, and the Eagle Group of the United States. The products produced by these orders are ultimately consumed by the Moroccan domestic market and domestic markets such as Spain, France, the United Kingdom, Germany and Italy.

In terms of consumption, Africa's clothing demand has continued to grow compared to the still limited local clothing production capacity, and imports have become the most effective means of balancing the supply and demand of the African clothing market. According to the analysis of the textile industry in Côte d'Ivoire in 2016, about 90% of the clothing currently sold in the Côte d'Ivoire market is imported from abroad, and China is one of the most important sources of imported fabrics in Côte d'Ivoire.



Africa's main jeans consumer market introduction

Egyptian jeans market

Although Egyptian men don't care much about stylish jeans, shredded jeans are popular for Egyptian men and women. At present, most men in Egypt who are looking for fashion jeans are high-income customers who can buy high-end and ultra-high-end jeans.


Due to the high inflation in 2017-2018, the price of Egyptian jeans has risen. Many Egyptian customers, especially those with limited income, are expected to switch from buying ordinary jeans to buying economic jeans. Due to rising prices and restrictions on imports, it is difficult for global jeans brands entering the Egyptian market to change their stocks. Therefore, private label jeans products sold by large supermarkets such as Carrefour are leading the category at an affordable price.


Nigerian jeans market


As Nigeria's urbanization and youth population grow, so does the demand for jeans in the market. Nigerian jeans demand is expected to continue to grow substantially in 2017-2018. At present, most of Nigeria's population is under 35 years old, so the consumer group is still young, which will undoubtedly promote the growth of the Nigerian jeans market.


In terms of demand characteristics, women's jeans in 2017 seem to be more dynamic in the Nigerian jeans market, and are expected to grow faster in the future, as young women in Nigeria are more inclined to follow fashion trends and focus on magazines, movies and social media. The latest fashion trends on the media platform. Despite this, the Nigerian men's jeans industry has also developed very well. As Nigeria's urbanization progressed, more and more men began to pay attention to their appearance, and jeans were seen as a big label for men's fashion. In terms of price, regular jeans are the most popular type of jeans, but economic jeans are the fastest growing in 2017. As more and more low-income consumers in Nigeria's urban areas are interested in jeans, more and more consumers are looking for affordable jeans.


South African jeans market

When South African consumers saw their disposable income fall further, their consumption decreased. The tough economic environment characterized by rising prices, declining disposable income and tighter credit regulation is affecting South African consumers' discretionary spending and reshaping their consumption patterns. Currently, low- and middle-income consumers in South Africa either choose to buy cut-price jeans or buy unbranded jeans that are cheaper than branded products.

In South Africa, denim is the main product of the region, and denim clothing is increasingly being used in the workplace. With the relaxation of workplace regulations in South Africa and the adoption of a more relaxed corporate culture, more and more South Africans wear jeans to work.



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