Tweens shop at the Waterfront

The survey identified the preferred brand of young respondents in exclusion of the direct influence derived from parental choice and access - their preference is therefore their
unrestrained future choice, as opposed to that which is currently dictated by their home environment.

V&A Waterfront spokesperson Maureen Thomson says: "The tween market is the largest proportion of the South African population and we are delighted to have cracked the nod of this notoriously hard-to-impress group."

Other than establishing the group's favourite shopping mall, the survey covered a host of categories, including, among others, best clothing labels, best fun place/destination in South Africa, best fashion store, best youth channel, best youth magazine and best breakfast cereal.