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For retailers catering to the teenage market, life used to be a lot simpler. Develop a product most them wanted, market the heck out of it, then sit back and watch the group mentality kick in, assuring big sales of the latest trendy sneaker or clothing item.

Not any more. Reaching today's teens means meandering through more individual tastes and preferences. Homogeny and old group stereotypes are out, individualism and authenticity are in. Being cool now means shunning what's "cool."

http://www.forbes.com/ebusiness/2006...ml?partner=rss