When executives at Lee Co. turned to teens to get some insight into how to market to them, they learned a simple lesson: Just be yourself.

“What we found in our research was that the junior shopper of today is very different from the Gen-X consumer,” said Kathy Collins, vice president of marketing at the Merriam, Kan.-based division of VF Corp. “She is very passionate about things being very real, very authentic.”

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