JOHN CRAIG: Step Out at Your Very Best

Although unemployment currently stands at a record high of 34.9% in South Africa, and almost all sectors continue to shed jobs, there has been a massive resurgence in consumer spending as confidence returned throughout 2021. A slight dip in Q3 of 2021 still represented an increase of almost a third compared to the same tranche of 2020, while real household spending was estimated to have contracted by 5.9% over the course of the year.

According to data published by Stats SA, the South African economy grew by 1.1% in the first quarter of 2021, translating into an annualised growth rate of 4.6%. It further indicated that household final consumption expenditure had increased at an annualised rate of 4.7% in the first quarter.

“The highest growth rates were seen in durable and semi-durable goods, as well as retail goods such as electrical appliances, jewellery and other personal effects” reported Business Tech, “and clothing and footwear expenditure increased at an annualised rate of 22.2%.” These trends were echoed by Maarten Ackerman, Chief Economist at Citadel, who pointed out: “the data indicates that the majority of money is being spent on clothing, footwear, furniture and services.”

The massive increase in spending in these areas is a clear sign that consumer confidence was, and remains, firmly on the up, but while uncertainty remains both as a result the pandemic, and of prevailing economic factors, consumers are liable to be more careful than ever about where their cash is spent. It is only the most trusted, proven retailers that will benefit, and in South African men’s clothing there is not a more loyal customer base than that built up over the course of the last eight decades by John Craig.

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Since its founding in 1943 the famed clothing retailer has constructed a heritage of retailing aspirational menswear, offering the very best in men’s brands and stylish fashion which encompasses branded apparel, casual to smart footwear, accessories and so much more.

Through its vast array of top-quality wares John Craig has been able to help its target market of middle income, 30-plus male South Africans to become what it sets out to make attainable for each and every esteemed customer: ‘the man at his best.’ 

“John Craig is your on-trend men’s fashionwear retailer dedicated to trendsetting men and distinguished gentlemen who know what they want.” Behind John Craig’s success, and enviable longevity, has been not simply offering a good selection for customers to choose from, but equally stocking products that are, quite simply, better than others on the market.

“We are dedicated to classic styling, quality and exclusivity,” the retailer explains, and this translates to a real focus on quality, style and timeless products crafted for today’s market, evidenced by a mere glance at the range of wares on offer revealing iconic brands such as Polo, Pringle, Levi’s, Gant and Pierre Cardin; the likes of Marino Mirelli, Muratti, Carano and Dobber still exclusive to the retailer.

“The quality of our products ensures John Craig is the house of premium classical brands,” John Craig told Enterprise Africa during our last insight into the company’s sustained success, with its continued growth and popularity amongst South African men also down to this local brand’s commitment to evolving along with the customer and the times.

“The brand has been around for many years; we’ve got a very loyal base of customers. We’re constantly looking at how we can improve prices and fashion-ability, and service does play a big part – people are loyal if you give great service and a product that they can rely on.”

LASTING LEGACY

It is only by so adeptly mixing all the many and varied all elements of its offering that John Craig has been able to firstly create, and then so impressively sustain over the course of such a long lifetime, genuine and fierce customer loyalty. This has been safeguarded by John Craig’s multiple payment options, a clearly defined target market, connecting with its customers both digitally and physically, and the ease with which its products can be accessed through a broad spread of stores.

John Craig highlights another aspect of its own that it feels has been just as integral to remaining the go-to choice for well-attired men, throughout South Africa’s darkest era and into its new era today. “The John Craig chain has also played a large role in the fashion and style of the old school pantsula,” it outlines. “This is largely due to the focused emphasis placed to retail sophisticated, expertly crafted pieces to its customers.

“At John Craig, you will find everything from 100% pure Venetian wool Brentwood trousers to classic leather-soled Crocket and Jones and the timeless Florsheim shoes. Shirts, golfers and accessories, and, of course, the 1920s New York-style Dobbs hat that finishes up any outfit.

“Much of the John Craig fashion collection has been a staple in pantsula dress code sub-cultures for decades.” More than simply dance, for many the uniquely South African style represents a culture, a fashion, and, in many cases, a whole way of life. As the John Craig brand grew a lay-buy system, followed by a full credit service, offered ways for style-conscious men to find prestige, branded clothing during the apartheid era, when credit was not readily available.

For the first time, this opened up the option of building a wardrobe of expertly tailored clothing and footwear to enable men to embrace their preferred style. With its selection of designer clothing and footwear, John Craig soon became the destination store for style-focused men. “The resulting ensemble was classic and timeless as its devotees in many ways continue to dress the same today,” the company resumes. “The polished look was also a core element of the pantsula movement.”

A constant in SA fashion and culture since its inception, in a much-lauded and varied history both ownership and structure has changed a number of times. In 2000, there was a management buyout from then owner Waco International, before the 2006 buy-out by Pan-African retail company, Pepkor.

Now, John Craig stands poised to continue weaving its magic for many generations of fashion-forward men to come, under the stewardship of Blue Falcon 188 Trading. With John Craig’s position in the market, focusing on branded smart and formal men’s clothing, no longer leveraging Pepkor’s core capabilities, Blue Falcon stores’ success in selling aspirational and trendy brands looks to be the perfect partner to serve the John Craig customer bases.

Blue Falcon further committed to do its utmost to procure the clothing it intends to offer at the John Craig stores from local manufacturers, as this perfect partnership between the Johannesburg-based independent specialist retail group and menswear stalwart breathes new life into the country’s fashion landscape.