Mall of Africa remains the favourite of South Africa’s youth agreed, for the fifth consecutive year, that it is still the country’s “Coolest Mall” in the 2022 Sunday Times Generation Next Awards.
Conducted in association with leading youth market specialist, HDI Youth Marketeers, the annual survey canvasses the opinions of young people from around South Africa across more than seventy categories to ascertain brand preference and consumer behaviour and is considered the most authoritative survey of youth brand perception within local marketing circles, says Johann Fourie, General Manager at Mall of Africa.
“This demographic spends approximately R120-billion per year. It therefore represents real economic clout. Its impact as an opinion shaper, particularly given its huge engagement level on social media platforms such as Instagram, is equally key. Consumers from this group typically influence the trends and shopping patterns that the rest of the market follow in time to come.”
The mall is aware of the intense competition chasing this consumer and therefore continuously refines both the tenant mix as well as the promotional activities to align with the demands of this discerning shopper, he says.
The tenant mix is a powerful blend of top international and local brands across all the lifestyle and retail categories. These range from everyone’s favourite South African fast foods such as Nando’s to everyone’s most sought after fashion and footwear signatures such as the recently opened Adidas mega store, as well as other new additions Fireroom, Moo Moo’s and Sissy Boy.
Great local offerings include DJ Zinhle ’s fashion-accessory brand, Era, Laduma Ngxokolo’s clothing, accessory and homewear brand, Maxhosa and Eyami Fashion
Relevant promotional activities and partnerships such as hosting the prestigious SA Fashion Week, the country’s leading platform for top South African fashion design as well as being the hottest spot for super brands such as Samsung, to grab the attention of early adopters for new product launches, are equally important in keeping the brand topical and trending, Fourie says.
“We are as determined to retain our position as the continent most cosmopolitan and sough-after shopping destination as we were when we opened six years ago. We are delighted that this vision is recognised annually by one of the market’s most difficult to please set of customers.”
