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For Millennials, Brand Loyalty Falls Along Party Lines

Clinton or Trump isn’t the only choice dividing the country. Among millennials, the choice of which brands to shop at is falling along party lines too.

In a new study published by The Guardian, global research company YouGov analyzed a database of more than 200,000 Americans to identify clothing brands that skewed more favorably among young Democrats (YDs) and young Republicans (YRs).

The results showed that on average, young Democrats favored more trend-driven fashion, while young Republicans were more comfortable in classic, timeless styles. YDs also spend more money on clothing than their Republican counterparts, and buy clothing from a wider variety of style categories, according to the research.

This means that YDs generally have a more diverse look than YRs, who tended to dress more uniformly, favoring preppy styles that don’t change with the trends and offer less room for personal expression.

YRs were also more likely to favor American-made brands, or at least those that appear all-American. Brooks Brothers, LL Bean, Ralph Lauren, Under Armour and Tory Burch were some of the most popular brands among YRs. Hermès and Clarks were notably the only foreign brands to be favored strongly by YRs.

Furthermore, YRs were also found to be more likely to buy from budget labels such as Wet Seal and Walmart-brand Faded Glory, which ranked first among all brands with the strongest affiliation with YRs.

YDs, meanwhile, were more likely to buy from contemporary clothing brands such as American Apparel, H&M, Uniqlo and Vans. Among luxury brands, Calvin Klein was top choice, while mall favorite Hot Topic also performed well among YDs.

“People’s core values are often reflected in the brands that they wear,” said Ted Marzilli, BrandIndex CEO at YouGov. “For example, Uniqlo is known for being collaborative and relaxed—classic but a little edgy. Brooks Brothers by contrast is more traditional and appeals to those who associate themselves with upper-middle-class America and American heritage.”