oa Journal of Marketing - Fitness enters the 'Virgin' territory of Soweto : design @ work

Volume 2012, Issue 12
  • ISSN : 1811-9565



Maponya Mall, like many shopping centres, transforms into a fashion catwalk in the evenings. Designer labels scream out from pants pockets and shirt sleeves, high heels pierce the tile floors, while men strut their brands and women show off their bling. They would have spent ample time getting primped and primed for a night on the town, making sure their colour schemes don't clash, checking and re-checking hairstyles and accessories, while the hottest beats blare through a top-of-the-range speaker system.

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