Nearly out of 10 consumers in Ethiopia would pay more for getting higher quality clothing and accessories, according to a survey conducted in 2018. Similarly, ** percent of respondents in Nigeria reported that they were willing to pay more for premium clothing. In general, the majority of consumers in most of the ** surveyed countries in Africa preferred quality over price regarding clothing purchase.
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BCG. (March 3, 2019). Share of consumers who would pay for higher quality clothing and accessories in Africa as of 2018, by selected country [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 25, 2026, from /statistics/1271179/preference-for-higher-quality-clothing-in-african-countries/
BCG. "Share of consumers who would pay for higher quality clothing and accessories in Africa as of 2018, by selected country." Chart. March 3, 2019. ÌÇÐÄÆƽâ°æ. Accessed July 25, 2026. /statistics/1271179/preference-for-higher-quality-clothing-in-african-countries/
BCG. (2019). Share of consumers who would pay for higher quality clothing and accessories in Africa as of 2018, by selected country. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 25, 2026. /statistics/1271179/preference-for-higher-quality-clothing-in-african-countries/
BCG. "Share of Consumers Who Would Pay for Higher Quality Clothing and Accessories in Africa as of 2018, by Selected Country." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 3 Mar 2019, /statistics/1271179/preference-for-higher-quality-clothing-in-african-countries/
BCG, Share of consumers who would pay for higher quality clothing and accessories in Africa as of 2018, by selected country ÌÇÐÄÆƽâ°æ, /statistics/1271179/preference-for-higher-quality-clothing-in-african-countries/ (last visited July 25, 2026)
Share of consumers who would pay for higher quality clothing and accessories in Africa as of 2018, by selected country [Graph], BCG, March 3, 2019. [Online]. Available: /statistics/1271179/preference-for-higher-quality-clothing-in-african-countries/
