Africa Has Become A New Battleground For Fashion Pursuit.

The consumption volume of the population with a population of less than P > 820 million makes it hard to ignore. Nearly two of Africa is regarded as a new fertile land by the fashion industry.

According to Euro information consulting company, the region is the fastest growing market in Latin America after the global a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > in 2012.

Take South Africa as an example, in 2012, the size of the clothing market in the country reached 18 billion 500 million US dollars, an increase of 11.2% compared with the previous year, and the per capita consumption of clothing amounted to US $362.

For most brands, Africa is a market worthy of development, and also has considerable attraction for luxury fashion brands.

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Sub P, sub Saharan African countries in recent years, the growth momentum is relatively stable, and has won the favor of many foreign brands.

South Africa is a typical example. In 2012, the per capita clothing sales in the country amounted to 362 US dollars, 10 times that of Egypt.

Such a price tolerance makes South Africa the first choice for the world's famous brands to enter the African market. In 2012, Gap (Gai Pu), ZARA and Topshop set up chain stores here.

The H&M shop plan will also be implemented in 2014.

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< p > Nigeria has also become a hot area attracting fashion brands. Retailers such as Woolworths, Hawes&Curtis and Mr Price have used the country to lift the import of "a target=" _blank "href=" //www.sjfzxm.com/ "textile" /a "product ban, and introduce more diversified textile and clothing products, and the retail mode is more modern and regularized.

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At the same time, Nigeria, as the world's fastest growing market for champagne sales, has become an attractive country for luxury brands, such as Ermenegildo Zegna (Ermenegildo Zegna) and Hugo Boss (P).

These brands hope to cater for the country's demand for quality products and introduce specialty stores for sale.

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The other attraction of "P > sub Saharan" a href= "//www.sjfzxm.com/news/index_p.asp" Africa > /a "lies in its younger population structure.

At present, clothing retailers are concentrated in North America and Western Europe, and these two markets are also the key areas for the aging of population and the shrinking of labor force.

For many clothing brands, young adults and teenagers are the core target market because they are very sensitive to fashion products and have a high consumption desire.

In the European and American markets, the popularity of teenagers deeply affects the fashion trend of fashion brands.

Therefore, the demographic characteristics of sub Saharan African countries have become an important driving force for international brands to develop the market.

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< p > although the growth potential is worth looking forward, some characteristics of the African market have created unique complexity.

On the one hand, despite the continued growth of the middle class, poverty is still widespread. When consumers buy fashion products, prices remain the most important factor, which is more important than brand culture and clothing styles.

On the other hand, weak infrastructure, undeveloped retail market and political instability have increased the complexity of opening stores.

The growth of fashion sales is still limited to some areas, leading to a fashion activity in one country.

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< p > in the North African market, the unavoidable problem is the negative effects brought about by political turmoil.

Egypt's clothing market was once expected to be one of the fastest growing industries in the country.

But in recent years, due to ongoing protests, the shops closed, imports declined, workers' strike and other problems all affected the normal operation of the industry.

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< p > however, in another North African country Morocco, the government has adopted a series of policies and measures to improve the local business environment and social conditions.

In 2010~2012, the average annual GDP growth was 4%, while inflation was only 1%.

Under stable economic indicators, the confidence of "a href=" "//www.sjfzxm.com/news/index_s.asp" > consumption < /a > is increasing gradually.

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