SO HOT IT’S COOL
Probing the Mind of The American Teenager
The Zandl Group recently asked 13-to-17-year-olds to name the apparel brands “gaining in cool factor” and those losing it. Tommy Hilfiger (57 percent) topped all ascendant lines. The surprise was Old Navy, the upstart discount retailer now rolling out its first national TV spots-52 percent labeled it as gaining cool. And teens apparently haven’t gotten fully behind the retro trend: Venerable Keds led the list of brands losing their cool.
QUESTION OF THE WEEK
Are You Eating Healthier Today Than 5 Years Ago?
It looks like there’s something to all the talk about America’s return to gluttony. A nationwide survey conducted for Adweek has turned up a striking snapshot of eating habits: Last year, 78 percent of women and 69 percent of men said they were eating healthier than they had five years earlier. Now, a similar poll found only 72 percent of women and 53 percent of men answering affirmatively. The shift occurred across nearly the entire demographic board. Among 18-to-24-year-olds, 60 percent said they were eating better compared to 76 percent last year. The numbers for 25-to-34-year-olds fell to 58 percent from 73 percent last year, and the 35-to-44 set dropped to 59 percent from 72 percent. Not surprisingly the only age group that didn’t dive off the diet wagon were, well, those who are closer to meeting their (chocolate-cream pie) maker. This year’s survey found a full three-quarters of 45-to-55-year-olds saying they were eating healthier, virtually the same as last year. If the bad news is people are raising the nation’s collective cholesterol, the good news is they are being honest about it.
NOBODY BEATS THE WEB
Buy, Buy Internet
Just how big will cyber commerce get? Forrester Research projects sales over the Internet will total $327 billion in five years. Give or take a few billion.