Consumer Research Africa

SA Clothing Retail – Summer 2016 merchandise review

We gain early insights of the retailers’ fashion calls for the Summer 2016 season through the assessment of three fashion bloggers. We believe these shopfloor insights from a consumer perspective are useful inputs in evaluating the investment case of the retailers. The detail and colour provided from these assessments can be used to test company management assertions, and in some cases, can shed light on early trends. We rank the expected sales performance of the listed clothing retailers for the critical festive season trading period ahead, based on these reviews.