When you’re hot you’re hot – and when you are super cool, you are Mall of Africa who again scooped the “Coolest Mall” title for the sixth consecutive year in the 2023 Sunday Times Generation Next Awards.
The super regional shopping centre in Waterfall City remains the undisputed mall of cool choice according to more than twelve thousand South Africans between the ages of 8 – 24 years who participated in the leading youth market specialist, HDI Youth Marketeers’ annual survey that canvasses the opinions of young people from around South Africa to gauge brand love and consumer behaviour across more than seventy categories.
The survey is considered the most authoritative yardstick of youth brand perception within local marketing circles, says Leemisa Tsolo, Head of Asset Management for Attacq Limited.
“With an annual spending power of approximately R120-billion, this demographic represents real economic clout. Equally important is its active social media presence on platforms such as TikTok and Instagram and the commensurate impact this has on influence leadership and shaping popular opinion.
“These are the early adopters and trendsetters of the consumer behaviour cycle – where they go the rest follow.”
The mall therefore recognises the importance of remaining attractive to this sought after consumer by continuously updating and refining its retail offer as well as its promotional mix.
Mall of Africa’s positioning as the premier destination for a world-class international and local shopping and lifestyle experience remains on track with its stellar assortment of tenants. This ranges from sought-after global brands such as EL&N, which recently landed its irresistibly pink and Instagrammable Eat, Live and Nourish restaurant, to the best of local design, such as the iconic South African designer, MaXhosa.
Relevant promotional activities and partnerships such as hosting the prestigious SA Fashion Week, the leading platform for top South African fashion design, recently acknowledged at the annual South African Council of Shopping Centres (SACSC) Footprint Marketing Awards for 2023 with the prestigious Spectrum award, the accolade that recognises the most outstanding achiever within the overall group of Footprint Award winners, in addition to winning a Gold, Silver and a Bronze award, also ensure that the mall remains top-of-mind and topical to these early adopters, Tsolo added.
“We are as determined to retain our position as the continents’ most cosmopolitan and sough-after shopping destination as we were when we opened seven years ago. We are delighted that this vision is recognised annually by one of the market’s most difficult to please set of customers.”
