USD Million Market Potential for Textile and Apparel Market Overview Angola s textile industry is mostly dominated by activities related to cotton processing and encompassing the farming of cottonseed. For the past ten years, the clothing and textile sector in Angola has faced a number of challenges that have halted the production of cotton, thereby forcing the country to import raw-materials for the sector. In addition, several of Angola s main garment manufacturers have faced significant setbacks, and almost all of the fabric plants in the country have closed down. However, the industry is now being revived, with US$1bn worth of investment provided by the Japanese Bank for International Cooperation (JBIC). The money will fund the development of three major plants. Imports of Textile & Apparel 50 50 49 48 47 46 45 44 43 42 CAGR -2.2% 2008 2013 45 In 2013, imports of textile and apparel stood at USD 45 million, predominately from China, India, Portugal, Brazil and South Africa. From the above graph we noticed that the compound annual growth rate (CAGR) has declined by 2.2% from 2008 to 2013. This may be attributed to the setting up of new textile and apparel units in Angola. 1
Market Structure Textile production is very limited and the industry has few retailers. New clothes are sourced mainly from Brazil, Portugal, low cost Asian countries and South Africa, serving mainly the urban upper middle class. Prices for these clothes are considerably high. On the other hand, the informal sector is fairly big and trades mostly in second-hand commodities from US and EU countries. Experts met during the mission, informed us that approximately 80% of the Angolan dresses in second-hand clothes. Assuming that the average minimum clothing requirements is 7 pieces per year, corresponding to approximately 2 kg, and that 80 % of Angola s population rely on secondhand clothes, yearly national minimum requirements of second-hand clothes would be somewhere around 24 000 tons. The informal sector comprises of new clothes also but which is affordable. Thus, the market share of this segment should not be underestimated and may influence the demand for brand new clothing. However Mauritian exporters should target the 3 million top tier segment in Angola who looks for fashion and quality. Purchasing Patterns It was found out that the Angolan high end consumers want the best quality clothing and are willing to pay a high price for branded clothing items whereas the low income segment would consider price as the main characteristics before purchasing ready-made garments. Interestingly, the factors that influence consumers (between 15-55 years old) purchase of clothing in urban and rural areas are different. People from the urban areas prefer the latest design unlike their counterparts in the rural areas. Key Players & Market Shares The Angolan market is mainly dominated by the following major players: 1. Kero Hypermarket 2. Koli s 3. Shoprite 4. Sears 5. Ama Collection 6. Cintas 7. Goody s 8. G&K services 9. It s in the bag 10. Double Take 11. Debs Shop 12. Super Sotre 2
The estimated market share of the formal sector is 20% while the informal sector is made up of 80%. The above key players have the following market shares: 1. Kero Hypermarket - 12% 2. Shoprite 6% 3. Ama Collection and other boutiques 2% Feedback on Mauritian Textile Samples 1. Kero Hyper Market Mrs. Flilipa Saraiva, Procurement Manager, was approached to explore the trade opportunities for clothing items. Kero is the largest hypermarket in the country with four other branches in the suburbs of Cajueiro, Kilamba Kiaxi, Martires and Combatentes. Kero boasts 3 million customers and has over 40,000 different products on offer. Most recently the group has added a range of non-food items including the clothing line, which are specifically targeted to meet the needs of the burgeoning new urban centers. In 2014, the group plans to open five more branches. Ms. Saraiva stated that 80% of the textile and apparel industry is informal whereby traders in this segment brought assorted goods in containers. The remaining 20% is made up of the formal market, where Kero belongs. Ms. Saraira informed EM officers that out of the formal market, Kero has a 60% market share while Shoprite holds a market share of 35% and the remaining 5% is made up of other small players. Ms. Saraiva found the Mauritian samples to be of good quality and affordable. She mentioned that the retail price for a polo-shirt is around $20. 3
2. Ama Collection Ama Collection is a well-established retail store in Angola and is reputed for its clothing line. Commenting on the samples, the General Manager, Mr. Land Xi stated that the samples were of good quality and the FOB prices seem to be reasonable as well. He mentioned that the company is currently importing from Portugal and China. He further stated that Jeans and Shirt which are brought from China are sold at $70 and $50 respectively in the store. 4
Price Positioning of Mauritian Products In order to be able to compete in Angola, Mauritian companies must be absolutely competitive in terms of price against similar products provided by other countries, and secondly it must incorporate the Angolan culture in its latest clothing designs. The below table shows the various costs involved when exporting the following products to Angola. It provides an estimate on the landed costs, which will eventually help Mauritian companies in their price positioning when deciding to export to Angola. It is important to note that the clothing and textile consumer sector is protected to some extent in Angola with average tariffs ranging between 5% and 21%, with woven textiles and clothing facing tariffs between 15% and 21%. Therefore, when determining the landing cost for the below apparel items an average tariff of 20% was taken into consideration. Extra admin istrati ve cost 5
The table above shows that for a polo shirt costing USD 6 (FOB), the CIF value is around 45% of the FOB price. With all the various costs involved, the landing price of the polo-shirt will be around USD 8.7 and with a combined operating cost of and profit margin of 80%, the retail selling price can be at USD 16.9 which is very competitive compared to similar products on the market. Similarly, if we take a Mauritian shirt which costs FOB USD 15, we can expect the landing price to be USD 21.6. With a profit margin of 50% and operating cost of 30%, the retail selling price can be about USD 42.1, which according to AMA collection, is competitive since the market is ready to pay up to USD 70. Estimated Landing Costs Budgeted Selling Price Price of existing products on the Angolan Denim Jean landing cost = USD 26 With a combined operating cost and a profit margin of 80%, the retail selling price can be at USD 50 which is competitive when compare to similar products on the market. Market Price USD 90 T-shirt landing cost = USD 7.5 With a combined operating cost and a profit margin of 80%, the retail selling price can be at USD 14.60. Price USD 36 6