Across the retail sector, one category that is on a steep climb is children clothing free shipping at Jollyhers, with its growth far exceeding that of ladies and menswear. Fashion trends for 2017 include social media and young celeb influence.
Charl Cronje, MD of Ackermans believes that the days of children wearing ‘hand-me-downs’ or ill-fitting clothing are gone, with the company’s research revealing that even in a tough economic climate, parents are spending and retailers are soaring, as a result of an increased emphasis on value-buying.
Kids wear boom in 2017

Technavio, an international market research company, forecasts the sector’s growth to be more than 6% by 2020. This percentage far surpasses the anticipated growth in the women and men’s wear sectors for the same period.

This boom appears to be in stark contrast with the overall clothing sector’s performance, especially locally. South African consumers are cash-strapped, as was evidenced by the retail industry’s results from the last fiscal; with most local retailers reporting tiny or even negative like-for-like growth margins – a cumulative result of a struggling global economy.

“Despite Ackermans being one of the few retailers to report positive like-for-like numbers over the past five years, the slow-down is due to macro-environmental factors. The drop in the rand’s value, climate change, political uncertainty and the rising cost of inflation has impacted consumers across the board.

“There is a greater focus on value. Many of our customers are looking for added value at a good price – for example, a two-pack of good quality school shirts for a few rands more than that of a single. There is an emphasis on getting more for less.”

Social platforms boost global fashion trends

Boosted by the infiltration of fashion into children’s clothing, this category is consistently outperforming other lines.

“The advent of technology and rise of social media have also been huge contributors to this growth, specifically in the pre-teen category. Thanks to social platforms such as Instagram and technology such as smartphones, satellite TV and tablets, children now have immediate access to international trends. This has led to an increasingly discerning and style conscious young customer, with the ‘pester power’ to sway their parents’ purchasing decisions.
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