To uncover how South Africans are reshaping fashion retail, Field Agent surveyed shoppers nationwide — delivering insights that help brands stay ahead in a changing market.
South Africa’s fashion retail landscape is changing rapidly, driven by tighter budgets, digital influence, and a generation of savvy, value-focused shoppers. To explore how consumers navigate this space, Field Agent surveyed shopping habits, brand perceptions, and motivations behind clothing purchases.
From shopping frequency to loyalty programmes, the results reveal a mix of practicality and aspiration: South Africans want brands that combine affordability, authenticity, and style. With the cost of living rising, a key question emerges: are consumers still chasing global trends, or redefining “value for money” on their own terms?
Before diving into brand preferences and loyalty, it’s important to understand how often South Africans are actually shopping for clothes. Are local consumers impulsive trend-chasers, or do they approach fashion purchases with a more measured rhythm?
The data suggests a clear pattern: most South Africans shop steadily and strategically rather than spontaneously.
Shopping Frequency:
Every 2–3 months – 37%
Once a month – 35%
A few times a year – 22%
Once a week – 3%
Once a year or less – 3%
Together, the top two groups—those shopping every 2–3 months or monthly—make up 72% of respondents, showing that South Africans refresh their wardrobes regularly but deliberately. Rather than impulsive buying, they follow a predictable rhythm, often around key retail moments or seasons. For brands, this means timing launches, promotions, and loyalty rewards with these cycles can directly influence purchases.
Shopping isn’t just about filling a wardrobe — for many South Africans, it’s about expressing who they are. To dig into this, we asked respondents how well the clothes they buy from a specific brand reflect their personal style and identity.
The results show a strong emotional connection between consumers and the brands they choose.
How much do the clothes you buy reflect your personal style and identity?
5 (Completely) – 51%
4 – 30%
3 – 12%
2 – 2%
1 (Not at all) – 5%
The average score of 4.2 shows that clothing is a strong form of self-expression, with 81% rating 4 or 5. Most shoppers choose brands that reflect their personal style.
What this tells us:
For South Africans, clothing goes beyond function—it’s a tool for identity. Brands that communicate a clear style and connect with consumers’ sense of self are more likely to earn loyalty and a bigger share of their wardrobe. Style isn’t optional; it’s central to buying decisions.
If frequency tells us how often South Africans shop, the next question reveals which brands dominate their actual wardrobes. By asking where the largest percentage of their clothing comes from, we get a clear picture of long-term loyalty and the brands that truly hold sway in everyday life.
From which brand does the largest percentage of your clothing come?
Mr Price – 36%
The Foschini Group (TFG) brands – 11%
Woolworths – 9%
Shein – 9%
Truworths – 7%
Ackermans – 6%
A variety of different brands equally – 6%
H&M – 3%
Legit – 3%
Edgars – 2%
Cotton On – 2%
Pick n Pay Clothing – 2%
Pep Stores – 1%
Fashion World – 1%
Superbalist – 1%
A small, independent local brand – 1%
Miladys, Queenspark, Zara, Temu – 0%
What this tells us:
The results confirm Mr Price’s market leadership, with 36% of respondents reporting it makes up the largest share of their wardrobes. TFG brands (11%), Woolworths (9%), and Shein (9%) also hold notable influence, reflecting growing diversity in preferences.
Shein’s online-first approach is building a meaningful presence in closets, while TFG and Woolworths appeal to shoppers prioritising trends, quality, and variety. In short, while Mr Price dominates, other brands are securing strong, segment-specific footholds, showing that South African shoppers value both consistency and choice.
Once we understand how often consumers shop, the next question is: where do they spend on their most recurrent clothing need — casual, everyday wear? This reveals the brands that have earned trust for practicality, affordability, and reliability.
Which brand do you most frequently choose for casual, everyday clothing?
Mr Price – 41%
The Foschini Group (TFG) brands – 11%
Ackermans – 9%
A variety of different brands equally – 7%
Woolworths – 6%
Legit – 6%
Truworths – 6%
Edgars – 3%
H&M – 3%
Pep Stores – 2%
Shein – 2%
Temu – 2%
Miladys – 1%
Zara – 1%
Queenspark, Fashion World, Cotton On, Pick n Pay Clothing, Superbalist, small independent local brands – 0%
What this tells us:
Mr Price leads in everyday fashion, with 41% choosing it for casual wear, thanks to affordability, accessibility, and reliable style. TFG brands (11%) attract younger, trend-focused shoppers seeking streetwear and branded athletic-casual options. Other brands hold smaller, fragmented shares, showing that casual wear loyalty is heavily concentrated around Mr Price. For retailers, consistent value, accessibility, and familiarity drive dominance in this segment.
In a market where price sensitivity often rules, understanding how consumers define “value for money” is essential. To explore this, respondents were asked which brand they believe offers the best balance of price and quality, essentially asking: where do you feel your money goes the furthest?
Which brand offers the best value for money?
Mr Price – 30%
Woolworths – 12%
TFG brands (Factorie, Sportscene, etc.) – 9%
Pep Stores – 8%
Truworths – 8%
Shein – 7%
Ackermans – 6%
A variety of different brands equally – 4%
Legit – 4%
Edgars – 3%
Pick n Pay Clothing – 3%
H&M – 2%
Cotton On, Miladys, Superbalist, Temu – 1% each
What this tells us:
Mr Price leads in perceived value, pairing competitive pricing with acceptable quality, which drives loyalty and reinforces its dominance.
“Value” varies among consumers:
In short, value in South Africa’s clothing market is multi-dimensional, shaped by price, quality, style, and trend. Retailers must understand which type of value resonates with their audience to capture loyalty.
In a fashion landscape defined by rapid change and social influence, knowing which brands consumers consider the most popular and on-trend offers a window into shifting tastes and cultural relevance. To explore this, respondents were asked which brand they feel is currently the most fashion-forward in South Africa.
Which brand do you see as the most popular and on-trend?
Mr Price – 30%
Shein – 22%
TFG brands (Factorie, Sportscene, etc.) – 16%
Woolworths – 4%
Truworths – 4%
Ackermans – 3%
Pep Stores – 3%
H&M – 3%
Zara – 3%
A variety of different brands equally – 3%
Edgars – 2%
Superbalist – 2%
Temu – 2%
Queenspark, Cotton On, Small independent local brand – 1% each
Legit, Miladys, Fashion World, Pick n Pay Clothing – 0%
What this tells us:
Mr Price remains the go-to for mainstream fashion, delivering trend-forward, accessible styles that resonate widely.
Distinct segments define trendiness differently:
In short, while Mr Price sets mainstream trends, Shein and TFG are shaping South Africa’s dynamic fashion landscape.
In today’s retail landscape, shoppers are looking for more than just clothes—they’re seeking added value. Loyalty programmes that offer rewards, discounts, or exclusive perks have become an increasingly important factor in shaping where consumers spend their money. To explore this, respondents were asked how important it is that a clothing brand offers a loyalty programme, rated on a scale of 1 to 5.
How important is a loyalty programme when choosing a clothing brand?
5 (Extremely Important) – 73%
4 – 13%
3–9%
2 – 2%
1 (Not Important at All) – 3%
What the data tells us:
Loyalty programmes are a major motivator for South African shoppers, with nearly three-quarters rating them extremely important. Rewards-based engagement is now a key factor in repeat purchases.
Consumer expectations vary:
Key takeaway: Loyalty initiatives are more than marketing extras—they drive repeat visits, build emotional connection, and strengthen brand trust. In a market competing on price, trend, and style, loyalty programmes offer a clear advantage for capturing and retaining consumers.
South African fashion consumers are intentional, value-driven, and style-conscious, balancing affordability, quality, trend relevance, and rewards. Mr Price leads in wardrobes, everyday wear, perceived value, and mainstream trends, while Shein, TFG, and Woolworths carve out niches by addressing distinct consumer priorities. Loyalty programmes further drive repeat purchases and brand attachment.
The key questions for retailers are: How can brands deliver value beyond price? How can they stay relevant to consumers whose definitions of “trendy” and “worth it” are evolving? Brands that succeed in combining identity, accessibility, and engagement will shape the future of South African fashion.
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Regards,
The Field Agent Team.