Mexican Marketers Have Youth Fever

They're scrambling to win over the country's 25-and-under set

It's Friday night, and 24-year-old Javier Vega is hanging out with his friends in Condesa, a Mexico City neighborhood that has become a watering hole for the young and hip. Before nightfall, rich kids descend from the hills in new cars and strut into a martini bar while gabbing away on their cell phones. Students linger over coffee and cigarettes at outdoor cafes. Dressed head-to-toe in the latest imported gear, Vega--a law student who moonlights as a fashion designer--surveys the scene. "Brands have a certain personality," he says. "I want a certain personality and a certain lifestyle, so I go for those brands."

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