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AMERICANS ARE COWBOYS AT HEART, WRANGLER WESTERN INDEX REVEALS THREE OUT OF FIVE AMERICAN MEN WANT TO BE COWBOYS

 GREENSBORO, N.C., Nov. 17 /PRNewswire/ -- So you want to be a cowboy? Well, you're not alone. A new study proves the point. The WRANGLER WESTERN INDEX(C) is a comprehensive measurement of interest in the western lifestyle. It documents the influence of the West in our entertainment preferences, purchasing trends, travel habits, clothing and quality-of-life choices through a closer look at celebrities, movies and television, country music and rodeo.
 The WRANGLER WESTERN INDEX contains highlights from research conducted exclusively for Wrangler. It reveals that a majority of those surveyed would like to live the western life, at least for a day(A). The research also shows us that western items will be hot this holiday season, and that more and more people are shopping western during other times of the year.
 Here is a sampling of Wrangler Western Index results:
 Cowboy Influence:
 A striking number of Americans would like to have the cowboy experience, even if it's only for a day.
 -- Nearly three in five men surveyed said they would like to be a
 cowboy for at least a day.(A)
 -- Nearly 50 percent of all women surveyed want to be cowgirls for
 at least a day.
 -- One in five men want to be a cowboy for at least a year.
 (A) Survey questions for the WRANGLER WESTERN INDEX were asked and results compiled by Bruskin-Goldring Research. The random omnitel phone survey of 1,000 took place Oct. 29-31, 1993. This survey has a sample reliability of + or - 3 percent.
 Cowboy Customers:
 More and more people are shopping for western-influenced items.
 -- Northeasterners are outpacing the rest of the country when it
 comes to purchasing western items. So far this year, all regions
 of the country have seen growth as cowboy customers of at least
 4 percent with the Northeast leading the group.
 Travel/Leisure:
 People are proving by their leisure time activities that the West is not only a place, it's a state of mind.
 -- The Dude Ranchers' Association reports a 30 percent increase in
 dude ranch vacation bookings during the last two years.
 -- The Country Western Line Dance Association showed a 400 percent
 increase in membership. Their membership grew from 100 clubs in
 1992 to 500 clubs in 1993.
 Western Apparel:
 Trend setters and everyday folks are following the dress code of the west.
 -- According the Professional Rodeo Cowboys Association, more
 than 96 percent of Professional Rodeo Cowboys wear Wrangler
 jeans.
 Movies/Television:
 Not since the early '70s have Americans seen this much of the West on the movie screen and the television screen.
 -- There are 16 movies with western-influenced themes in development
 or planned for release in 1994. Highlights include "Eight
 Seconds to Glory," "City Slickers 2," "Bad Girls" and "The Cowboy
 Way." The motion picture industry gave us five western movies in
 1993, including two to be released in December, "Geronimo: An
 American Legend" and "Tombstone."
 -0- 11/17/93
 /CONTACT: Jody Lomenzo Bolstad or Mary Kathryn Holden of Martin Public Relations, 804-648-8609 or 804-344-3871, for Wrangler/


CO: Wrangler ST: North Carolina IN: LEI TEX SU:

SB -- CH011 -- 5696 11/17/93 16:53 EST
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Date:Nov 17, 1993
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