In Tokyo, teen trends come and go faster than bullet trains. As soon as Sanrio's My Melody cell phone straps were all the rage, it-girls in Shibuya wouldn't be caught dead with them. For companies that cater to these kogals, spotting the next fad is like throwing udon against the folding screen to see what sticks. Luckily, the cool-hunters at GirlsLab (www.girlslab.com) discovered a way to divine what's cute and hip. The research firm teamed up with Nicola to put questionnaires on the glossy bubble gum mag's pages and phone-friendly Web site. Lured by the chance to win prizes like pink iPod minis and Samourai perfume, girls answer dozens of queries, like "What brands of clothing go well together?" and "Explain how you have successfully asked for gifts." Videogame company Namco, confectioner Lotte, and underwear maker Wacoal have signed on to find out what makes the teens tick. Here's some of the raw data.
- Brian Ashcraft
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What a Girl Wants
