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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.
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