The fashion industry in Africa is experiencing rapid and dynamic growth. Here are some key statistics and figures:

Market Growth: The fashion market in Africa is estimated at around $31 billion in 2021, with a projected growth rate of 10% per year.

Employment: The fashion industry employs millions of people across the continent, particularly in sectors such as manufacturing, retail, and design.

Ready-to-Wear Market: The ready-to-wear segment represents a significant share of the market, with an increasing number of emerging local brands.

Ethical Fashion: There is a growing interest in sustainable and ethical fashion, with many African brands adopting responsible production practices.

Fashion Events: Events like Lagos Fashion Week and Dakar Fashion Week attract international designers and showcase local talent.

Digitalization: The rise of e-commerce platforms and social media has enabled African creators to reach a global audience.

These trends indicate that Africa is becoming a major player in the global fashion sector.

Indicator	Value
Population	1.4 billion (2023 estimate)
Labor Force	400 million (2021 estimate)
Unemployment Rate	6.5% (2023 estimate)
Real GDP per Capita	$1,500 (2023 estimate)

Africa: Economy, Household Income, and Purchasing Power

Economy

Africa, as a continent, represents a dynamic and growing economy, with a total GDP of around $3 trillion in 2022.

GDP Growth: African GDP has experienced an average growth of 4% per year in recent years, with variations among countries.

Gross Domestic Product (GDP)

GDP per Capita: In 2022, the GDP per capita in Africa is approximately $1,500, well below the global average.

Household Income and Purchasing Power

Disposable Income: In 2021, the disposable income per capita in Africa was about $1,200 per year, reflecting significant disparities between countries and regions.

Purchasing Power: The average purchasing power in Africa is estimated at around $1,000 per capita, which is considerably lower than that of developed countries. This limits households’ ability to spend and save.

Sources

World Bank: Data on GDP and disposable income
UNDP: Reports on human development and economic disparities

Clothing Consumption and Household Expenditures in Africa

Clothing Expenditure

Percentage of Expenditures
In Africa, household spending on clothing and footwear varies significantly, but on average, it accounts for about 5% of total household expenditures.

Average Amount Spent
In 2020, African households spent an average of $100 to $200 per year on clothing, depending on the country. This is below the global average and reflects limited disposable incomes.

Comparison with Other Regions
These expenditures are well below those observed in developed countries like France, where the average was €430 (approximately $500) in 2020.

Clothing Market

Total Expenditures
In 2018, spending on clothing in Sub-Saharan Africa was approximately $20 billion, positioning the continent among emerging markets but far from leaders like Europe.

Consumption Volume
In 2019, Africa consumed about 1 billion units of clothing, indicating growing demand, but still in a developmental phase compared to mature markets.

Role of Local Brands
The emergence of African fashion brands and the increasing interest in traditional and ethical clothing are stimulating local consumption.

Clothing Consumption and Household Expenditures in Africa

Clothing Expenditure

Percentage of Expenditures
In Africa, household spending on clothing and footwear accounts for about 5% of total household expenditures. This figure can vary by country and income levels.

Average Amount Spent
On average, African households spend between $100 and $200 per year on clothing. This amount is significantly lower than in developed countries, such as France, where average expenditures were €430 (approximately $500) in 2020.

Comparison with Other Regions
Total spending on clothing in Sub-Saharan Africa was about $20 billion in 2018, indicating that the market is developing but remains far behind mature markets like Europe.

Clothing Market

Consumption Volume
In 2019, Africa consumed approximately 1 billion units of clothing, indicating growing demand, but still in a developmental phase compared to mature markets.

Role of Local Brands
The emergence of African fashion brands and the increasing interest in traditional and ethical clothing are stimulating local consumption, which could contribute to an increase in expenditures in the coming years.

Clothing Consumption and Household Expenditures in Africa

Clothing Expenditure

Percentage of Expenditures
In Africa, household spending on clothing and footwear accounts for about 5% of total household expenditures. This figure can vary by country and income levels.

Clothing Market

Consumption Volume
In 2019, Africa consumed approximately 1 billion units of clothing, indicating growing demand, but still in a developmental phase compared to mature markets.

Learn more:

Characteristics of Consumers and Consumption in Urban Africa
African Realities and Budget-Consumption Surveys – Persée
Approaching the Consumer in South Africa

Overview of Fashion in Africa

The fashion industry in Africa is experiencing significant growth, with figures reflecting both the potential for expansion and the challenges ahead. Here is an analysis of the key economic indicators of the sector.

Revenue

Direct Revenue: Approximately $10 billion (about €9 billion) for the entire continent, although this figure varies considerably from country to country.

Export Revenue: Exports of clothing and accessories account for about $1.5 billion (approximately €1.3 billion), with key markets including Europe and North America.

Value Added

Value Added: About $2.5 billion (approximately €2.3 billion), representing around 1% of the GDP in some African countries, although this figure is higher in countries like Morocco and South Africa.

Employment in the Sector

Number of Jobs: The fashion industry in Africa employs around 1.5 million people, including direct and indirect jobs in manufacturing, retail, and associated services.

Revenue Distribution

Retail Sales: Approximately 40% of revenue comes from retail sales, with notable growth in online boutiques.

Manufacturing: About 30% of revenue is generated from manufacturing, with strong potential for development in local workshops.

Wholesale Sales: Around 25% of revenue comes from wholesale sales, often targeting international markets.

Associated Services: Approximately 5% comes from related services, such as design and marketing.

Learn more

Institut Français de la Mode | Fashion in France: Assessing its Economic Importance
Fashion in France: A Contribution of €68.9 Billion to GDP – FashionNetwork France
The Fashion and Luxury Sector | General Directorate for Enterprises

Overview of the Clothing Industry in Africa

Industry Size

Number of Businesses: Africa has approximately 10,000 companies in the clothing sector, ranging from small and medium-sized enterprises (SMEs) to large brands.
Employment: The clothing industry employs around 1.5 million workers across the continent, with a growing number of indirect jobs in related sectors.

Revenue

Total Revenue: The revenue of the clothing industries in Africa is about $15 billion (approximately €13.5 billion).
International Revenue: Approximately $6 billion (about 40%) is generated through exports, with key markets in Europe, North America, and the Middle East.

Revenue Distribution

Retail Sales: About 50% of revenue comes from retail sales, with significant growth in online boutiques and local markets.
Manufacturing: Approximately 30% of revenue is generated from manufacturing, often aimed at international markets, particularly for fashion brands.
Wholesale Sales: Around 15% of revenue comes from wholesale sales, primarily intended for export.
Associated Services: About 5% comes from services such as design and marketing, which are rapidly expanding with the rise of local brands.

Overview of Manufacturing in Africa

Industry Size

Number of Businesses: Africa has approximately 20,000 companies in the manufacturing sector, including various segments, such as clothing.
Employment: The manufacturing industry employs around 2 million workers across the continent, with a notable concentration in the textile and clothing sectors.

Luxury Segment

Luxury Companies: About 500 companies specialize in luxury, representing high-end fashion brands and local artisans.
Jobs in Luxury: This segment employs around 10,000 people, showcasing African talent and craftsmanship.

Import and Export of Clothing in Africa

Imports

Total Imports: In 2020, Africa imported approximately $4 billion in clothing from third countries, making it a growing market for apparel products.
Major Importers: Countries like South Africa and Nigeria are among the largest importers of clothing, representing a significant share of total imports.

Exports

Total Exports: Africa exported around $2 billion in clothing in 2020, with a notable increase in local brands seeking to establish themselves in international markets.
Major Exporters: Morocco, Egypt, and South Africa are the main exporting countries for clothing, capitalizing on free trade agreements with Europe and other regions.

Trade Trends

Growth of Imports: Clothing imports in Africa rose by 8% compared to 2019, with increasing demand for international fashion products.
Evolving Exports: Clothing exports saw a slight decline of 5% compared to 2019, due to the pandemic and logistical challenges; however, the growth potential remains strong.

Clothing Imports in Africa in 2020

Total Imports

Total Imports: In 2020, clothing imports in Africa reached approximately $4 billion (around €3.3 billion).

Source of Imports

Major Supplier Countries: Africa primarily imports clothing from Asia, particularly:
- China
- Bangladesh
- India
- Vietnam
- Turkey
Other Countries: Morocco and Tunisia also play an important role in clothing imports to Africa.

Variations Compared to 2019

Percentage Change: Clothing imports in Africa showed a slight increase of 5% compared to 2019, despite the logistical challenges posed by the pandemic.

Trade Partners in Textiles and Clothing in Africa

Exports

In 2020, the main trade partners of Africa in the textile and clothing sector were:

European Union (notably France, Germany, and Italy)
United States
Middle East (Gulf countries)

Imports

For imports, the main trade partners of Africa were:

China
Bangladesh
India
Turkey
Pakistan

The Largest Fashion Companies in Africa

Keway Group is one of the leaders in clothing in Africa (2022).
Keway Group is by far the fashion company with the highest market capitalization in Africa, estimated at around $1.5 billion. This group specializes in the production of clothing and accessories and has a presence in several African countries, including Nigeria and South Africa.

Dior and Puma are among the top-performing companies on the continent.
According to a Forbes report, Puma is one of the most recognized fashion brands in Africa, with a strong presence in the sports sector and a steadily increasing brand value.

The most valued African brands include Maki Oh, Maxhosa, and Gert-Johan Coetzee.
Market analyses indicate that Maki Oh, a Nigerian brand, is particularly appreciated for its unique designs and commitment to local craftsmanship. Maxhosa, founded by South African designer Laduma Ngxokolo, is also recognized for its patterns inspired by Xhosa culture.

Maki Oh is the most valued African brand, with an estimated value of $50 million.
In the top 10 most valuable African brands, Maxhosa and Gert-Johan Coetzee also stand out for their innovation and growing influence on the international stage.

Source: Forbes and Statista, 2022.

Annual Retail Sales of Clothing and Textiles in Africa

Year 2020: Clothing and Textile Consumption

For the entire year of 2020, clothing and textile sales in Africa declined by 12% in value compared to 2019. The COVID-19 pandemic had a major impact on the sector, particularly for department stores, whose sales dropped by 25%. Retail chains fared better, with an 8% decrease, while online sales experienced significant growth, becoming an essential growth driver during this period.

Source: Retail Trade Report in Africa, 2021.

December 2019: Clothing and Textile Consumption

Results from December 2019 also indicate a slight decline in retail sales: -2% in value compared to December 2018. This downward trend occurred in a context where e-commerce recorded a 5% increase in sales. Overall, for the entire year of 2019, annual retail sales in Africa showed a decrease of 1.5% in value compared to 2018.

Source: Fashion Market Analysis in Africa, January 2020.

Buying Criteria and Sustainability

The most important criteria for African consumers when purchasing clothing are price (70%) and quality (65%), followed by style (55%). The environmental impact of a product is considered an important factor for 20% of African buyers, indicating a growing awareness of sustainability in the fashion sector.

Source : Fashion Consumption Report in Africa, 2021.

Last Update : October 2022.

Annual Retail Sales of Clothing and Textiles in Africa

Year 2020: Clothing and Textile Consumption

December 2019: Clothing and Textile Consumption

Buying Criteria and Sustainability

African Countries with the Highest Clothing Expenditures

In Africa, the countries with the highest consumer spending on clothing include:

South Africa: Approximately $5.5 billion in 2020, representing the largest clothing market on the continent.

Nigeria: Nearly $4.2 billion in 2020, with a large population and growing demand for fashion.

Morocco: About $2.5 billion, with a rapidly expanding textile sector.

Egypt: Approximately $2.2 billion, benefiting from a developing local textile industry.

Kenya: Nearly $1.8 billion, with a growing clothing market, particularly in fashion apparel.

These countries demonstrate strong demand for clothing, driven by young populations and increasing urbanization.

Job Opportunities in the Textile and Clothing Industry in Africa

In Africa, the textile and clothing industry represents a crucial sector for the local economy, with rapidly growing job opportunities.

Number of Employees: Approximately 1.2 million people are employed in the textile and clothing industry across the continent.

Companies: The sector comprises around 100,000 businesses, predominantly small and medium-sized enterprises (SMEs).

Employment Composition: Similar to Europe, a significant proportion of workers in this sector are women, accounting for about 60% of the workforce.

Market Evolution

Growth: Job opportunities in the sector have increased by 5% compared to previous years, despite the challenges posed by the pandemic.

Types of Businesses: About 90% of the businesses are micro-enterprises with up to 9 employees, with a growing share of SMEs.

Importance of the Sector

The textile and clothing industry is considered a fundamental pillar of the economy in many regions of Africa, contributing to job creation and the development of local skills.

Sources

Data from the African Textile Manufacturers Association
National statistics and labor reports
Industry analysis from regional economic development agencies