Consumers like imported products, especially imported brands. So why do they largely prefer these foreign brands to domestic, local brands? Here are 5 reasons why imported brands do so well in the local market.
1. A good reputation
The reputation of a brand is the key factor when a consumer decides if they will buy the product or not. In South Africa, social status is very important. Being able to travel and buy international brands is the main indicator of wealth and status.
European luxury brands such as Louis Vuitton, Gucci, Prada, Yves Saint Laurent are brands with connoting the distinguished reputation the wealthy crave for.
In recent years, fashion brands with the label “Made in USA” are also enjoying greater success with the younger generation of wealthy South Africans. Brands like Tory Burch, Kate Spade and Michael Kors have become popular with the new South African middle class. In the mind of a South African consumer, imported brands will always be better quality.
2. A story behind the brand
“Luxury must be comfortable, otherwise it is not luxury,” said Coco Chanel.
The South African consumer is searching for a lot of information before buying a brand. They seek to feel different when using a product from a foreign brand. A brand that has a story will fascinate South African consumers and will considerably contribute to the emotional attachment of the customer to the brand.
3. The star products
The most important thing for a brand is these products. The brand’s iconic products are often the “best sellers”, the most purchased products. The process of buying for the South African consumer is highly influenced by other consumers, their relatives and friends. Word of mouth works perfectly in South Africa: consumers purchase products that are being talked about favourably.
In the cosmetics/skin care industry, brands often highlight their top products to attract the attention of customers. The Clinique brand has a collection called “The Three Basics” which includes three products to cleanse, tone and moisturize your face.
The popularity of a small range of products can bring phenomenal success for a brand. Once the brand has become established in this way it is easier to sell a wider product range.
We buy foreign branded products also because of the exclusivity of certain products. The scarcity of a product attracts many South African consumers. While the addition of luxury brands and fashion houses creating limited editions lead to a strong desire to own the product. This strategy works perfectly in South Africa, among the wealthy as well as the middle class.
To give gifts is another reason why we are buying foreign products. Consumer has an incentive to purchase goods for special occasions or during holidays. The rich and middle class would rather buy foreign products as gifts for family members, gifts to employees, colleagues, superiors, friends.
Buy Great Imports
If you're in the market for quality imported goods from a trusted distributor with over 10 years experience in the industry then Just Great Imports is where you should be doing your shopping. We offer a range of products across 6 categories and we continue to grow each month, adding new products, ranges and categories.