In a world where fashion is a thriving global industry, South Africa is making significant strides to promote its fashion, textiles, footwear, and leather sector. Leading the charge is the “Local Fashion Police” campaign, an annual consumer competition organized by Proudly South African. Its mission is not only to highlight the immense potential of this sector but also to create jobs and breathe life into the country’s fashion industry.
The Clothing, Textiles, Footwear, and Leather (CTFL) industry in South Africa is not just about clothing; it is a significant driver of employment. Currently, it accounts for approximately 14% of manufacturing jobs in the country, equating to an estimated 60,000 to 80,000 jobs. It is also noteworthy that textiles are among South Africa’s top manufactured goods exports.
The government recognizes the industry’s potential and has invested over a billion dollars since 1994 to modernize and compete globally. However, economic pressures, consumer spending constraints, and supply chain disruptions have posed challenges.
According to eCommerce Online, the South African fashion e-commerce market is set to reach $858.4 million by 2023, accounting for 13.6% of the total e-commerce market in the country. With a projected compound annual growth rate of 14.1% from 2023 to 2027, it is expected to grow to $1,452.9 million by 2027.
One key feature of this sector is the presence of small and micro-enterprises, along with informal operations. However, due to the expensive nature of capital-intensive technologies and low-profit margins, many factories have lagged in technological advancement, leading to inefficiencies.
The “Local Fashion Police” campaign aims to encourage South Africans to support the local CTFL industry, which has the potential to generate numerous jobs and enrich the local creative arts economy. This campaign, supported by renowned fashion personalities Palesa Mokubung, JJ Schoeman, Otsile Sefolo, and Gert-Johan Coetzee as 2023 judges, is not just about showcasing established designers but also champions the role this industry plays in South African livelihoods. We spoke to Palesa Mokubung on her selection choice, press play to listen to interview.
The campaign reminds South Africans that buying local is about more than just a purchase; it is an investment in their communities, their country, and a celebration of homegrown talent.
The “Local Fashion Police” 2023 competition will culminate in a fashion show finale on 16 November 2023. The finale will see the four identified winners have their moment in the spotlight, a chance to strut in their respective judge’s fashion items.
“Local Fashion Police” serves as a powerful reminder to South Africans about the economic opportunities within the CTFL industry and how endorsing local fashion can drive job creation and stimulate the regional economy. By supporting and celebrating their local fashion industry, South Africans can play a pivotal role in fostering economic growth and preserving their rich fashion heritage.