Fashion consumption under the influence
Digital is redefining the fashion landscape in Africa, influencing prices and buying behavior. Sagaci Research’s “The Fashion Industry in Africa 2025” report explores the growing impact of social media on fashion-conscious consumers, and reveals the average prices of everyday clothing on the continent.
Average prices for everyday clothing
The cost of clothing is a key factor for African consumers. The report provides an estimate of average prices paid for common clothing items (in USD):
- T-shirt: $6
- Pants: $9
- Shoes: $14
These prices reflect a demand for affordable items, which is consistent with the high proportion of purchases at outdoor and second-hand markets. Brands therefore need to strike a balance between quality, design and affordability to capture this market.
Social networks, levers of influence for fashion consumers
Fashion-conscious African consumers are avid users of social media, which play an increasing role in trend discovery and inspiration. The Sagaci Research study highlights that “fashion-conscious consumers are heavier users of social media, particularly Snapchat and TikTok.”
This observation is crucial for brands. Snapchat and TikTok, visual and dynamic platforms, are privileged channels for reaching a young, engaged audience. They offer unique opportunities for storytelling, product demonstration and direct interaction with consumers. Strategic use of these platforms can amplify brand awareness and boost sales, especially for those who adopt a creative and authentic approach.
Digitalization as a market driver
The combination of affordable prices and a strong digital presence is a key element in the dynamics of the African fashion market. Brands that know how to leverage social platforms to engage consumers and offer products tailored to their purchasing power will be best positioned to succeed on this fast-transforming continent.
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