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Behind the love for luxury brands among 'black diamonds' and the black middle-class

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When the world opened up in 2021, the demand for luxury brands among local consumers came back stronger.
When the world opened up in 2021, the demand for luxury brands among local consumers came back stronger.
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The growing black middle-class and high-income black households are fuelling a demand for luxury goods in South Africa – but tastes are changing.

According to the newest UCT Liberty Institute of Strategic Marketing study on South Africa's black middle-class, released on Thursday, there are 3.4 million people in the middle class group, with a combined spending power of R400 billion per year. The institute describes the middle class as households earning between R22 000 and R40 000 per month. 

Along with high-income households, they have helped to fuel double-digit growth in luxury goods sales before the pandemic – with a strong recovery since 2021, according to the latest State of The Luxury Market in Africa report by South Africa's biggest pre-owned luxury reseller, Luxity.

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