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The corner of Bleecker and West 1I th is a treasure trove for the urban anthropologist analyzing consumer behavior in the aftermath of Sept. 11. On this particularly crisp Thursday afternoon in late December, there's a cross-section of West Village inhabitants waiting in line outside the Magnolia Bakery for their yellow cupcake with chocolate icing and sprinkles fix.
Definitely no victim of this recession, the Bakery's business has never been stronger. Across the street, the Marc Jacobs store is displaying top sellers for the spring season - candy-colored duffel bags at $400 a pop. Down the road, arty-yet-proper English handbag designer Lulu Guinness has opened a boutique that resembles the interior of a young girl's dream dollhouse. Next door is Boston fragrance phenomenon Fresh's down-- town flagship, which features scented products in such kid appeal varieties as chocolate and honey.
People in their 20s and 30s are clamoring for comfort in purchases and products, and sensory experiences that remind them of a happier, more innocent time - childhood. After speaking to young consumers in our panels, we've observed how this desire is affect- ing what they buy eat, watch and wear We've labeled this trend Peterpandemonium.
Interest in retro retreats has been growing for some time - note the growing popularity of The Cartoon Network among 18-34 year-olds the past couple of years. But 9/11 is the main catalyst for these comfort-related cravings.The childhoods...