South Africa and high fashion
In South Africa, chain stores control the mass-market fashion sector, with cheaper imports from Asia and China the norm.
A model showcasing a design of Marianne Fassler on the ramp of Mercedes-Benz Fashion Week Africa on 31 October 2013 in Pretoria. Picture: Christine Vermooten
But if you want to be on point with the latest fashions in Europe, the boutiques scattered across the country have the answers.
Keeping in mind how far away South Africa is from Europe and the country’s own unique pressures and multi-tiered market, how long does it take for the latest trends to trickle down to consumers?
“After we launch a range, the watered-down trend will only become available here [South Africa] about one year later,” says buyer and founder of Pretoria-based high fashion stockist Niccidix, Marine Louw.
“Our niche in the market is to give to boutiques what is current and happening and trendy in Europe.”
Every five weeks for 10 days at a time, Louw travels to Europe and other destinations to buy and import unique garments and stock that does not come from the East to supply the local market.
The stock arrives in South Africa and once ready for distribution the company invites and visits boutiques nation-wide to choose items for their customers.
Turn-around time from buying stock overseas to it appearing in local boutiques is around one month, she said.
A model showcasing a design of Shweta Wahi on the ramp of Mercedes-Benz Fashion Week Africa on 31 October 2013 in Pretoria. Picture: Christine Vermooten
“We never order in advance, as fashion is an industry where trends can change weekly. Boutiques and chain stores, however, often have to order six months in advance. That is purely because of local production,” says Louw.
“We begin our winter season in January and it ends in June. Summer season starts in July and ends in November.”
What are the current trends engulfing the South African market?
“There are some very strong trends for the under 20s. Example, shorts and chiffon tops, then trends for the 20-to-30 bracket include the skinny jeans with dress or top/overs,” she says.
“Then [in the] 30-to-40 bracket, more towards the corporate look, more jackets and dresses, then [in the] the 40-plus bracket it becomes a more classic dress trend.
“Leggings and top/dresses are huge, and I think it is here to stay for quite a while.”
Anny Pretorius, the owner of Jo Bangles boutique in Dullstroom, Mpumalanga, who has been in business since 1995, agreed with Louw’s sentiments about what was popular in South Africa at the moment.
“Yes, she knows what she is talking about, and can read the trends in advance. Her label is very popular, as my clientele is from Gauteng mostly,” she said.
Niccidix marketing director Nicola Louw says 2014’s look could be summed up in one word: “50s”.
A model showcasing a design of Kibonen on the ramp of Mercedes-Benz Fashion Week Africa on 31 October 2013 in Pretoria. Picture: Christine Vermooten
“A more sophisticated look with a sexy edge will rise upon the catwalks for 2014. Colours like nudes, cremes, corals, and mints will stay strong features as it has in 2013,” she says.
“South African women [generally] want plain. Unfortunately for them, prints and florals are in and have been gracing the threads for the last two years and will only get stronger.”
Animal prints such as snakeskin and tiger prints were making a comeback, with traditional leopard print ebbing away.
“Working ladies, please get over wearing a top with pants. Dresses are in. Short, medium, long, you name it,” Nicola Louw says.
Looking ahead to the colder months, predictions are for checks, a classic A-line coat in a houndstooth fabric, which would be worn open over a shift dress paired with knee-high boots.
“Wear that on the first day of winter and you will be bang on trend,” she says.
A model showcasing a design of Laurence Airline on the ramp of Mercedes-Benz Fashion Week Africa on 31 October 2013 in Pretoria. Picture: Christine Vermooten
Pretorius also believed 50s were in this year, especially as dresses were getting shorter.
“It is feminine, and with the dresses going shorter it is a natural follow-up,” she said.
From her position as a retailer, did Pretorius believe the prediction that checks, and the classic A-line coat paired with the knee-high boots would be what was fashionable in winter?
“Yes, definitely,” she said.
– Sapa
