Bathu and Drip are the most popular local brands in cities in South Africa.
- Urban consumers are more interested in local fashion brands.
- If accessible to many, brands such as Bathu, Drip, TSHEPO Jeans, and Rich Mnisi will be more likely to buy, according to a new report.
- Rogerwilco found that more women than men in cities in South Africa were aware of the South African brand.
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More consumers in the city are showing interest in local brands and prefer international fashion brands, a new report looks at consumer trends in the city.
The report, in a survey conducted by marketing firm Rogerwilco, found that 74% of city consumers would consider buying products from local brands rather than international brands, especially if they have the option to use a store account, and if available in bulk. store.
Consumers in the city are very happy with the Bathu and Drip footwear brands, and say they will buy them if available.
Bathu, founded by Theo Baloyi, recently opened 31st store, took the lead with 29% of respondents saying they would buy more of this brand.
About 25% of people who asked would buy Drip. Denim brand TSHEPO jeans and Rich Mnisi came in third and fourth place respectively.
The survey surveyed approximately 1,420 consumers living in cities in South Africa, most of whom (22%) earned between R1,000 and R3,999. 15% of the respondents have an income of R4,000 to R6,999, and 6% earn more than R30,000 per month.
Stephan Eyeson, CEO and Cofounder of Survey54, who published the survey, said that people, in cities and beyond, generally become more patriotic about local brands and view them as premium brands.
“One of the key themes we’re looking at is the presence of home clothing brands and what people see as preferences … People want to see good local business with international business,” Eyeson said.
“We see that shopping locally and increasing wealth in the community is becoming a more common theme, and we see the brand growing,” he said.
Consumers aged between 25 and 34 accounted for 39% of those who preferred local over international fashion brands, which was closely followed by the 18 to 24 age group, where 36% preferred homegrown styles.
These buyers also have greater purchasing power because of their usable income.
“[This] shows that we can see an increase in local brands in department stores, or South African fashion brands can find credit alternatives to ensure that shoppers can buy their products, ”the report said.
The report found that women aged 25 to 34 were more likely to shop for local brands when compared to their male counterparts, and were more familiar with South African brands.
Laduma Ngxokolo, founder of the famous local brand MaXhosa, who has appeared on the international stage and recently collaborated with Japanese brand Tokyo Knit, said that building with international brands adds to the ‘premiumization’ of South African fashion brands.
“It also helps export Africa and its heritage to other parts of the world, thus adding local value,” Ngxokolo said.