A market traditionally regarded as an afterthought, tweens – youths aged between nine and 16 years – are increasingly brand savvy and spending most of their pocket money on clothing than on anything else, and retailers are starting to sit up and take note.
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, with Eastern Cape mega-malls Baywest in Port Elizabeth (opening Dec 10th) and Hemingways in East London (open since August) among the first nationally to boast the new brand, with stores also open in Cape Town and Johannesburg.
SODA Bloc will have opened 11 stores countrywide by January, aiming to “kit out fashionistas aged nine to 16 in clothing, accessories and footwear”. According to Alex Harris, Head of SODA Bloc, 18 months of research among local tweens saw TFG decide to invest in the new brand.
“We saw an opportunity to fill a gap in the market and took it. Our goal is to provide fashion that’s on-trend and affordable to a broad audience,” said Harris, who described tweens as “digital natives” with technology very much a part of their lives.
Tweens did not want to dress like their younger siblings, said Harris. Instead, they wanted to start having a voice in how they dressed. About 76% decided which malls to hang out in, with 86% deciding which clothes to wear, with peer pressure being a major deciding factor in both cases, he said.
According to Baywest Mall marketing manager Samantha Hewitson, the demand for a store dedicated to the tween market was immense.
“While a number of our tenants cater to this market among their other offerings, having a dedicated South African brand speaking to the tween market is a major coup for the region,” said Hewitson. “We’re very excited to have SODA Bloc opening this week.”
Esteé Roos, Hemingways Mall marketing manager, said the store been popular since its opening in August.
“There is no doubt that there has been a gap in catering to this market, based on the popularity of this store among the teen market in this region,” said Roos.
According to a recent study by Yellowwood Future Architects and HDI Youth Marketers, A Youth Lost In Translation, the direct spend of the youth market was “huge”.
“Direct youth spend is huge. And nearly a quarter of young South Africans’ spending goes towards clothing, with education at 14% and games following at 9%,” the report states. “Affordability also influences their choices. While some have part-time jobs, most youth [64%] get regular pocket money, with kids getting an average of R200 to R300 a month, teens R300 to R400 and young adults making around R900.”
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.”
Another retail first being introduced by SODA Bloc is “upload and download cards”, allowing parents to load credit onto a card (using their upload cards) which can be used by their children at the store (using their download cards).
Said Harris: “Tweens do not want to wait for desired items of clothing. If it is the in thing, they want it now. It is about instant gratification in order to be cool at school.”
Alan Straton
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