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.
"The survey 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," adds Fourie.
Fourie says, "Consumers from this group typically influence the trends and shopping patterns that the rest of the market follow in time to come."
The mall adds that it is aware of the intense competition chasing this consumer and, therefore, continuously refines both the tenant mix and the promotional activities to align with the demands of this discerning shopper.
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. This is as well as other new additions such as:
- Fireroom
- Moo Moo's, and
- Sissy Boy.
"We are as determined to retain our position as the continent's 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," concludes Fourie.
For more information, visit
www.mallofafrica.co.za. You can also follow Mall of Africa on
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Twitter or on
Instagram.