Unpacking South African consumers’ perception and trust in local vs. global fashion brands

LM Mathole, M Pretorius

In recent decades, the South African luxury market has been steadily evolving, striving to establish a distinct identity both internationally and domestically. Despite efforts to promote local brands globally, challenges persist in shaping favourable perceptions among South African consumers. Within the broader African context, luxury branding often maintains connotations tied to nature, frequently expressed through animal print motifs, which serve as symbolic representations of authenticity and natural beauty. However, these associations have contributed to stereotypes that hinder the development of a unique South African luxury identity. Many local consumers perceive the South African luxury clothing sector as offering a limited and less prestigious experience, largely due to perceived restrictions rooted in these stereotypes. As a result, there is a tendency to favour international luxury brands, despite their higher price points, because consumers associate them with higher quality, status, and trustworthiness. This preference raises questions about the psychological factors influencing consumer choices.
This research aims to explore the extent to which perceptions—considered a key psychological factor—affect consumer behaviour’s trust toward local luxury products. Understanding these perceptions can provide valuable insights into barriers faced by domestic brands and inform strategies to reshape consumer attitudes. The study also seeks to identify ways in which perceptions can be leveraged to increase support for South African luxury fashion, fostering a stronger local market presence and enhancing competitive positioning both locally and globally.