Pimpin' Out: People Want to Look Rich and Hot, According to the Zandl Group

Business Wire, April 17, 2000

Business Editors/Fashion, Apparel & Marketing Writers

NEW YORK--(BUSINESS WIRE)--April 17, 2000

Gap is down, Gucci is up because consumers are "pimpin' out" according to the Zandl Group, a New York-based trends research firm.

Bored with the basics, they are following the lead of style masters like Lil Kim and fashion designers like Donatella Versace favored by the entertainment world. Its often over-the-top with a ghetto fabulous attitude (e.g. fake fur trim on everything from jeans to car seats). Several underlying trends are fueling this extravagance.

WHO WANTS TO BE A MILLIONAIRE?

Whether you are already a millionaire or simply want to be one, money is in the air. Household net worth has doubled since 1993. People are feeling rich - and they want to look rich. Jewelry sales increased 50% in the '90s to $15.4 billion in 1998. Diamonds, gold, leather, crocodile and designer logos - or reasonable facsimiles - are back with a vengeance.

POST POLITICALLY CORRECT

People are tired of the political correctness of the '90s, which attempted to suppress sexuality and gender differences (e.g. Everyone into khakis!) But underneath the surface, sensuality was percolating (e.g. In the past five years, Victoria's Secret sales have increased nearly 50% to $2.6 billion in 1998). Today, sexy, revealing, gender-specific clothes have migrated to the surface.

'80s REDUX

In our post-modern reinterpretation of recent pop culture, we are starting to "rediscover" the much-maligned 1980s. Courtesy of TV shows like VH1's Behind The Music which often profiles performers from the ae80s, from Madonna to Guns 'N Roses, we are "reinterpreting" gold chains, fishnet stockings, Vuitton, acid-wash, perms and mullets. And Guess? which never deviated from the sexy formula that made it so successful in the '80s - and caused it to fall out of favor in the '90s - is again a hot brand.

About: The Zandl Group provides trend analysis and marketing direction for businesses and advertising agencies that need to reach young consumers. Clients include Ford Motor Company, The Coca-Cola Company, Cone Denim, NBC and Leo Burnett.

The Zandl Group also publishes THE HOT SHEET, a Bimonthly trend report covering developments in the Youth market, including entertainment, fashion, food And beverages, lifestyle and activities.