Traditionally regarded as an afterthought in the market, new research has found that the “tween” market has become increasingly brand savvy, spending most of their pocket money on clothes.Tweens are youngsters aged between nine and 16.
According to a recent report, the direct spend of the youth market in South Africa is “huge”.
Ray de Villiers, a TomorrowToday Global consultant warns in the report: “Marketers need to listen to young people, because they are such a connected generation.
“Our youth, like never before, has an extraordinary ability to communicate with one another, so their likes and dislikes spread like wildfire. Once this has affected your brand or reputation, it is very hard to claw back from that.”
The increasing importance of the market has prompted The Foschini Group (TFG) to launch the first entirely tween-focused brand in South Africa, SODA Bloc.
Eastern Cape mega-malls Hemingways and Baywest in Port Elizabeth were among the first nationally to boast the new stores.
Hemingways store manager Zanele Kumm said everything they sold was based on the latest trends to emerge amongst the teen market.
Kumm said the most popular items for sale were sneakers and selfie sticks.
To make the shopping experience easier, the store launched an upload and download card, which works like a debit card.
“Parents can load money onto it, which the kids can spend on their download cards,” said Kumm.
To attract the target market, “hip” music plays in the background, bright colours adorn the interior and there’s even a cellphone charging station.
SODA Bloc head Alex Harris said the aim was to “kit out fashionistas aged nine to 16 in clothing, accessories and footwear.
“It’s about instant gratification in order to be cool at school,” Harris said.
‘Tween’ taste recognised
Tweens are youngsters aged between nine and 16.
According to a recent report, the direct spend of the youth market in South Africa is “huge”.
Ray de Villiers, a TomorrowToday Global consultant warns in the report: “Marketers need to listen to young people, because they are such a connected generation.
“Our youth, like never before, has an extraordinary ability to communicate with one another, so their likes and dislikes spread like wildfire. Once this has affected your brand or reputation, it is very hard to claw back from that.”
The increasing importance of the market has prompted The Foschini Group (TFG) to launch the first entirely tween-focused brand in South Africa, SODA Bloc.
Eastern Cape mega-malls Hemingways and Baywest in Port Elizabeth were among the first nationally to boast the new stores.
Hemingways store manager Zanele Kumm said everything they sold was based on the latest trends to emerge amongst the teen market.
Kumm said the most popular items for sale were sneakers and selfie sticks.
To make the shopping experience easier, the store launched an upload and download card, which works like a debit card.
“Parents can load money onto it, which the kids can spend on their download cards,” said Kumm.
To attract the target market, “hip” music plays in the background, bright colours adorn the interior and there’s even a cellphone charging station.
SODA Bloc head Alex Harris said the aim was to “kit out fashionistas aged nine to 16 in clothing, accessories and footwear.
“It’s about instant gratification in order to be cool at school,” Harris said.
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