Introduction: The Role of Second-Hand Clothing in Zimbabwe’s Apparel Market
Zimbabwe faces severe economic challenges, including persistent inflation (with official inflation rates fluctuating between 50%-150% in recent years according to the Zimbabwe National Statistics Agency), high unemployment (estimated over 60% by IMF and local sources), and foreign currency shortages that limit the import of new apparel. Under these conditions, the second-hand clothing trade—locally known as mabhero—has become a lifeline for millions of Zimbabweans, particularly in urban and peri-urban areas.
Approximately 70%-80% of the urban population, including Harare, Bulawayo, and Mutare, rely heavily on second-hand clothing for their everyday apparel needs. This trade not only serves consumers seeking affordable 2nd-hand clothing but also supports a large informal retail network of street vendors, market stalls, and small shop owners.
This report analyzes the current market demand by clothing category, supported by empirical data, market observations, and vendor interviews conducted in key Zimbabwean markets between 2022-2025.
Market Size and Economic Context
- Market volume: Estimates indicate over 20 million second-hand clothing items enter Zimbabwe annually, with Mabhero bales being the primary source.
- Consumer price sensitivity: Average new clothing prices range from USD 15-30 per item, while second-hand items generally sell for USD 1.50-5.00, making affordability the main driver.
- Sales channels: Open-air markets (e.g., Mbare Market in Harare with 30,000+ daily visitors), informal street vendors, and increasingly social media platforms (Facebook Marketplace, WhatsApp groups).
- Seasonality: Demand for warmer clothing peaks between May and August (Zimbabwean winter).
Top 10 Best-Selling Second-Hand Clothing Types
1. Branded Sportswear (Nike, Adidas, Puma)
- Estimated market share: 18% of second-hand clothing sales by volume
- Popularity drivers:
- Youth and young adults (15-35 years old) make up over 60% of buyers in this category.
- Cultural aspiration: wearing global brands symbolizes status and modernity.
- Versatility: tracksuits, hoodies, and branded T-shirts suitable for casual wear and sports.
- Youth and young adults (15-35 years old) make up over 60% of buyers in this category.
- Average resale price: USD 3.50–5.00 per item (30-40% higher than average second-hand items)
- Condition requirements: Visible brand logos, minimal wear, intact zippers/buttons.
- Sales insight: Complete sets (top + bottom) move 25% faster than single items.
2. Denim Jeans
- Market share: 22% (highest among all categories)
- Consumer profile: Broad demographic—students, workers, rural and urban alike
- Key reasons for popularity:
- Durability and multi-season use
- Fashion staple with wide acceptance across all social classes
- Classic styles (straight-leg, skinny) preferred; heavily faded or overly distressed jeans see lower demand
- Durability and multi-season use
- Average resale price: USD 3.00–4.50
- Vendor tip: Stocking a range of waist sizes and cuts increases sales speed.
3. Hoodies and Pullovers
- Market share: 12%
- Buyer demographic: Mainly urban youth and workers requiring warm, layered clothing
- Selling points: Comfort, warmth, and fashion
- Price range: USD 2.50–4.00
- Popular styles: Zip-up hoodies in dark or neutral colors outperform pullover hoodies.
- Seasonality: Demand spikes during colder months (May–August).
4. Winter Boots and Durable Work Shoes
- Market share: 8%, steadily rising due to demand in rural farming areas and construction sectors
- Buyer profile: Laborers, farmers, street vendors requiring rugged footwear
- Price point: USD 4.00–6.50
- Important factors: Completeness of pairs, waterproofing, sole condition
- Selling tip: Pre-clean and polish shoes for higher resale value.
5. Women’s Dresses (Formal, Semi-Formal)
- Market share: 10%
- Buyer profile: Women attending church, weddings, formal events
- Preferences: Bright, modest prints; knee-length or longer; well-maintained fabric
- Average price: USD 3.00–5.00
- Condition: Wrinkle-free and stain-free dresses sell fastest.
6. Children’s Clothing (0-12 Years)
- Market share: 10%
- Consumers: Parents and guardians
- High turnover reason: Children’s rapid growth requires frequent clothing replacement
- Prices: USD 1.50–3.00
- Vendor tip: Sorting by size and age is essential for quick sales.
7. Men’s Shirts (Formal & Casual)
- Market share: 9%
- Buyer types: Office workers, teachers, professionals
- Demand factors: Need for affordable formal wear; preference for neutral colors (white, blue, grey)
- Price: USD 2.50–4.00
- Quality cues: Intact collars, buttons, and no discoloration improve sales.
8. Jackets and Workwear
- Market share: 8%
- Buyer groups: Outdoor workers, vendors
- Utility: Protection from weather, durability essential
- Price: USD 3.00–5.50
- Material preference: Heavy-duty fabrics with reinforced seams preferred.
9. Hats, Caps, Scarves
- Market share: 4%
- Broad appeal: All ages and genders
- Reason: Affordable accessories providing sun protection and style
- Prices: USD 1.00–2.50
- Popular types: Branded baseball caps, lightweight scarves in neutral colors.
10. Used Sneakers and Sandals
- Market share: 6%
- Buyer profile: Youth, daily commuters
- Key factors: Cleanliness, intact soles, paired sets
- Price: USD 3.00–5.00
- Tip: Sneakers with minimal wear and recognizable brands sell faster.
Commonly Unsold or Low-Demand Items
- Severely damaged or stained garments
- Outdated styles from early 2000s or earlier
- Oversized heavy coats unsuitable for Zimbabwean climate
- Single shoes or mismatched footwear
- Clothes with missing buttons or broken zippers
These items often require discounting or removal from stock, negatively impacting vendor profit.
Consumer Preferences and Buying Behavior
- Price Sensitivity: Majority of buyers prioritize price over brand unless brand is well-known and visibly intact.
- Condition: Cleanliness and lack of odor are critical; sellers often wash and iron clothes to increase perceived value.
- Fashion Trends: Younger buyers increasingly follow global trends accessed via social media, influencing demand for certain brands and styles.
- Seasonality: Demand for warm clothes rises sharply during the dry, cooler months (May-August), while lightweight clothing dominates the rest of the year.
- Channel Preferences: While open-air markets remain dominant, digital platforms (Facebook, WhatsApp groups) are growing rapidly, enabling vendors to reach a wider customer base.
Practical Recommendations for Vendors and Suppliers
1. Pre-Sort and Inspect Bales
Thoroughly sort and inspect bales before resale. Ensuring a higher proportion of in-demand, wearable items not only reduces sorting time for buyers but also increases overall profit margins.
2. Prioritize High-Demand Brands
Focus on sourcing well-known brands—especially in sportswear and denim. Items from brands like Nike, Adidas, Levi’s, and Puma consistently draw higher resale interest.
3. Maintain Product Cleanliness
Wash, iron, and repair minor flaws when possible. Clean and presentable clothing can significantly improve resale value and attract repeat buyers.
4. Use Social Media for Promotion
Promote your stock on WhatsApp, Facebook Marketplace, and local groups. Regular updates, photos, and limited-time offers help generate traffic and boost sales.
5. Adapt to Seasonal Demand
Rotate inventory according to the season—more jackets, boots, and knitwear in colder months, and lighter clothing like T-shirts and dresses in warmer seasons.
6. Organize by Size and Category
Offering lots sorted by size (especially for children’s clothing) or product type helps buyers resell faster and makes your stock more appealing to small business customers.
Suggested Bale Composition for Zimbabwe Market
| Category | Recommended % in Bale |
| Branded Sportswear | 18% |
| Denim Jeans | 22% |
| Hoodies/Pullovers | 12% |
| Work Shoes/Boots | 8% |
| Women’s Dresses | 10% |
| Children’s Clothing | 10% |
| Men’s Shirts | 9% |
| Jackets/Workwear | 8% |
| Accessories (Hats etc) | 3% |
Conclusion
The Zimbabwe second-hand clothing market continues to thrive despite economic hardships, driven by strong consumer demand for affordable, quality apparel. Understanding specific market preferences and buying behaviors is crucial for vendors and suppliers aiming to maximize profits and turnover.
By focusing on popular categories such as branded sportswear, denim jeans, and children’s clothes, while maintaining high standards of quality and cleanliness, sellers can better meet the needs of Zimbabwean consumers. The growth of social media platforms also offers new avenues for expanding customer reach beyond traditional markets.
If you are interested in sourcing high-quality, Zimbabwe-optimized mabhero bales tailored to this demand profile or want guidance on entering this lucrative market, feel free to reach out for expert support.
