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eir icons. That's marketing speak for: Celebs sell.

Hill was amazed by the results of simply mentioning in Teen People that media empress Jennifer Love Hewitt owns a Roxy watch.

"The company got 1,000 calls within a week," Hill says. "They had to get more phones in. It's insane. It's totally insane."

Tommy Hilfiger is one of many to have figured it out. He's cashed in with commercial cross promotion for high school horror flick "The Faculty," and with his new campaign featuring teen pop flavor of the month Britney Spears. Cool J to Luscious Jackson in its sleek television promos.

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Buffy the Vampire Slayer is endorsing her own line, while music moguls Puff Daddy and Master P make the most of their ubiquitous appeal with their own signature styles. "If Brandy wore it, I think I'd go buy it," says Caryl, the disillusioned New Yorker.

But as she bursts into sarcastic laughter and adjusts her black velvet skirt, something says she doesn't mean it.

The demographics of a trend

Taking a generation and hacking it down to four target groups may seem a little presumptuous. But how else can manufacturers make cents out of more than 30 million Gen Y teens skulking about the malls?

Teenage Research Unlimited, a market research firm in Northbrook, Ill., has divvied up the demographic as follows:

The Edge

17 percent of teen population

Discretionary income spent per week: $67

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Discretionary income spent per week: $77

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