A few experts weighed in on any significant changes in the South African fashion industry in the past few years and this is what they noted.
Loungewear
Big brands like Balenciaga, Burberry and Tom Ford embraced this new trend and showed us their takes on it on their spring/summer 2020 runway. Closer to home, South Africans are loving loungewear too, says Rob Noble, COO at fashion etailer RunwaySale.
“We saw a 98% jump in sales in activewear items. Popular items in 2020 included tights, yoga pants and hoodies. Although people are slowly returning to ‘normal life’, we think the comfort trend may stick around for a little while longer.”
Second-hand brands
The conscious fashion movement has been expanding and has now crossed beyond just price point, the movement now considers employee wellness and environmental footprints of the companies they purchase from more seriously. Also grouped as a part of conscious consumerism, buying secondhand clothing is becoming the most sustainable choice consumers make so. This segment of the market is projected to see an even bigger boom in the coming months.
Online purchasing freedom
The onset of 2020 sparked a significant 40% boost in monthly online purchases. South African shoppers now have more payment options with companies like PayFlex, making shopping more accessible to all.
Inclusive fashions
Brands like H&M launching their Curvy Fit denims, and Ackermans broadening their size range to include more shoppers marked the long-overdue change of fashion becoming more plus-size friendly.
