Originally created 11/09/99

Marketing campaigns alter the jean pool



It's official -- your parents' jeans are no longer cool.

A recent survey by the New York City-based trends research company the Zandl Group found that, according to teens, Levi's are hardly the jeans of choice anymore.

Here is what's hot right now, according to the survey of 2,000 13- to 24-year-olds:

Designer and status brands like Calvin Klein for women and Polo, Abercrombie & Fitch and FUBU for men; up-and-coming status brands include Banana Republic, Todd Oldham and Lucky; "youth only" jeans featuring low-rise styles and advertising campaigns targeted at the under-16 set (some examples: Old Navy, the Gap and MUDD).

Jeans with authentic work-wear roots are gaining in popularity among young men. Kmart, Wal-Mart and Target sell the brands in demand -- Dickies, Wrangler, Route 66 and Lee.