Article: Boys collections: a cult-ural exchange. (children's clothing)

BOYS' COLLECTIONS: a cult-ural exchange "Most boys' wear collections are cults," Jo Jordan, market representative for boys' and teens' at Clothiers, observes wryly. "If one kid in leadership chooses a brand name, count on the whole group going along. That's what every retailer wants."

If a child must be a part of a cult, what parent wouldn't prefer the Polo cult ... the Generra cult ... the International News cult? The brand that a child chooses usually falls into one of the lifestyle categories that segment the boys' sportswear market, from prepster to surfer. But no matter how varied the presentations may be, "they all sing the same song," Jordan adds, which is ...

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