NEW YORK, Mar 12, 2001 --- "Not since Dallas went off the air, has Texas exerted such a powerful pull on the country's imagination," according to Irma Zandl, president of The Zandl Group, a New York City-based trends research firm.

Like most trends, this is broadly based and the result of a congruence of forces: a new President with genuine Texas roots, from his ranch to his love of Mexican food; the increasing influence of conservative Christians; the growth of the Mexican population in this country; and the popular perception of Texas as the last frontier unencumbered by political correctness. "Everything about Texas seems larger than life, from their beauty pageants to the Chinati Foundation, the complex of gigantic installation art near Marfa," noted Zandl, "And the Texas `story' has several chapters, which is why it's going to be around for awhile."

THE WILD WEST
Television has also contributed to the interest in Texas. Eager to imbue their brands with a Wild West mystique, more advertisers are filming commercials in Texas (which has become the third most popular location after California and New York). And, TNN (The Nashville Network) now brings rodeo events into 70 million homes. "Pickup trucks have become the best-selling vehicles in the country, and barbeques, dude ranches and taxidermy are cool," noted Zandl. "And Western wear is fashionable, from traditional cowboy boots to Dolce and Gabbana's designer interpretation inspired by Lisa Eisner's book Rodeo Girl."

THE MEXICAN CULTURE
The Mexican population in the United States is one of the country's fastest-growing ethnic groups, and it is concentrated in California -and Texas. Mainstream Americans have already embraced Mexican food and beverages: consumption of Mexican food increased 21% in the '90s, salsa became a $500 million business and Corona replaced Heineken as the country's leading imported beer. "Now we're starting to explore other aspects of Mexican culture -like low-riders," said Zandl.

ZEAL
Whether it involves football, cheerleading or Christianity, Texans' fervor is spreading. The Christian movement, for example, is becoming a major force in pop culture. Christian-themed merchandise is a $3 billion business; with the success of rock groups like Creed and P.O.D., Christian music has become an $800 million category. More than 17 million copies have been sold of the Left Behind series of books about the Apocalypse written by a retired evangelical minister. "When indifference often seems to characterize modern life, Texans' old-fashioned enthusiasm and team spirit is very appealing," added Zandl.

About: The Zandl Group provides trend analysis and marketing direction for businesses and advertising agencies that need to reach young consumers. Clients include Ford Motor Company, Coca-Cola, Bacardi-Martini, Bath & Body Works, Disney and Leo Burnett.

The Zandl Group also publishes THE HOT SHEET, a bi-monthly trend report covering developments in the youth market, including entertainment, fashion, lifestyle, food and beverages.