Unleashing the potential of the South African designer fashion sector

Abstract

Background: The global fashion industry is a key sector in the creative economy contributing to job creation and economic development. Increasingly, fashion design is identified as an important growth area for the African continent but remains an under-researched area.

Objectives: Firstly, this article seeks to position the South African fashion design industry within the global and African fashion industry. Secondly, a mapping of the spatial distribution of the industry is conducted to determine the potential of the industry to contribute to regional development. A case study analysis of South African fashion designers is also conducted.

Method: A mixed methods approach included constructing a database of 450 fashion designers and related institutions, which was analysed using geographic information system (GIS) mapping. Case studies of selected South African fashion designers were compiled. The study also included document and policy analysis.

Results: Analysis revealed that South African fashion designers are not only concentrated in large cities but also have a presence in smaller locations. While some designers are concerned about environmental sustainability, consumers are often more focused on low-cost, fast fashion items. Issues of intellectual property protection remain a concern for designers.

Conclusion: The designer fashion sector is a formidable sector of the South African fashion industry, but it faces several challenges that need to be addressed.

Contribution: This article brings to light the potential of the South African fashion design industry to contribute to growth and development in the post-pandemic era.