Support for local production and interest in second-hand fashion are strong trends shaping the fashion industry in Africa. Sagaci Research’s report “The Fashion Industry in Africa 2025” highlights these consumer preferences, revealing significant opportunities for committed brands.
Preference for “made in africa” products
Economic patriotism and the desire to support local economies are powerful drivers for African consumers. The study reveals that 65% of respondents prefer to buy clothes made in Africa to support local production. This figure testifies to a strong collective awareness and willingness to invest in the African ecosystem.
This preference for “Made in Africa” represents a major opportunity for designers and brands who produce locally. It encourages the development of value chains on the continent, job creation and the valorization of African artisanal and industrial know-how.
The second-hand market
The second-hand fashion market is also very active in Africa, mainly driven by economic considerations. The main reasons for buying second-hand clothes are :
- 70% to save money.
- 19% for preferred style.
- 6% to support charitable organizations.
- 5% for environmental reasons.
Although environmental or charitable reasons are present, it’s clearly the financial aspect that dominates. This underscores not only the price sensitivity of African consumers, but also the ingenuity and practicality of the continent’s circular economy. Second-hand brands, whether formal or informal, play a crucial role in offering affordable options and extending the life cycle of garments.
Opportunities for committed fashion
The strong preference for “Made in Africa” and the dynamics of the second-hand market (albeit mainly price-driven) point to fertile ground for more responsible, locally-rooted fashion. Brands that combine quality, affordable prices and a message of support for the local economy and sustainability will resonate well with African consumers.
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