Fashion retailing has been gaining more traction since the beginning of the multi currency system in 2010. With local business owners in the industry having the financial capacity to import cheaper clothes from other countries, there was a surge of new boutiques and informal traders who entered the clothing market.
A few years later, Zimbabwe was then affected by economic hardships which resulted in customers being more conserving. With less people being able to afford clothes in boutiques, the informal traders started selling second-hand clothes sourced from Mozambique at very low prices. This became the norm and it made most players go out of business as the majority of customers opted to shop at areas like Mupedzanhamo in Mbare Harare.
Second-hand clothes retailers are still meeting the demand for customers who are price sensitive but there is also a growing appreciation of new fashion trends which are not found in this market. This has given rise to traction for formal fashion retailers.
Brand Pokello, Axecure sneakers and JanJam, are some of the major names one comes across in the fashion retail industry in Zimbabwe. Retailers like Axecure Sneakers, Brand Pokello, JanJam and Venice Men’s wear have been making an impact in the industry paving the way for more entrepreneurs in the fashion business.
Axecure Sneakers have a wide variety of shoes they import and sell in their stores in the CBD of Harare and have opened a new branch in Samora Machel. They were able to engage social media giants who accelerated their growth making them a more noticeable footwear store with a vibrant online presence.
Brand Pokello is a retail outlet known for selling elegant products for women. Their pink bottom shoes have found a home in the Zimbabwean market, setting high standards in professional women’s wear.
With a growing appreciation of fashion trends and style customisation, the fashion retail industry in Zimbabwe is set to grow in the foreseeable future.
