#Regional Session. South Africa

South Africa has one of the most distinctive and dynamic fashion markets on the African continent, characterised by a unique blend of cultural heritage, contemporary trends and a growing interest in sustainable and inclusive design. The South African market offers significant opportunities for international brands targeting a thoughtful consumer who values ​​authenticity, quality and the story behind the product. At the same time, local designers and producers, inspired by the country’s rich heritage and craft traditions, are actively entering the global arena, offering unique products and seeking ways to collaborate. This session will explore key aspects of mutual integration: understanding consumer behaviour, logistical and regulatory considerations for entering the market, finding the right partners, and the potential for sourcing and collaborating with local talent.

What are the key cultural codes and consumer habits of the South African market that an international brand needs to understand in order to build a successful entry strategy and gain the trust of the local audience?

What are the main practical barriers (logistics, customs regulations, finding reliable partners) that foreign companies face when entering the South African market and vice versa - local brands when exporting, and how can they be overcome?

In what specific areas (for ex. joint educational programs, exchange of experience in sustainable production, joint events) do you see the greatest potential for collaboration between designers and companies from South Africa and other BRICS countries?