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Are Your Jeans Red or Blue? Shopping America's Partisan Divide
RETAIL | Published 16 days ago
Levi's or Wranglers: Which jeans do Republicans and Democrats prefer?
Shoppers believe they make a difference with their purchases than by voting
By Jeanette Settembre FOXBusiness
Red and blue states are buying blue jeans differently.
Republicans are more likely to wear Wrangler jeans, a brand popular in the West and Midwest, while Democrats favor San Francisco-based brand Levi’s, appealing to Americans living in cities, consumer research data cited by the Wall Street Journal show.
Levi’s customer base shifted from 2004 to 2018, growing by 3 percentage points to a more Democratic consumer base, while Wrangler’s swayed 13 percentage points toward a Republican customer base, according to a Wall Street Journal analysis. The Journal findings were drawn from 15 years of consumer surveys by research firm MRI-Simmons.
The fashion favoritism stems from shoppers buying from brands that seem to appeal to their social and political views. A survey from public relations firm Edelman found that almost 60 percent of 1,000 Americans said they would avoid or choose a brand based on whether the brand aligns with their beliefs on social issues. What’s more, 53 percent said all brands have a responsibility to get involved in at least one social issue that does not directly affect their business, the report found.
“It’s brand democracy. People actually feel somehow they can make more of a difference with their purchases than they can by voting every four years,” Richard Edelman, chief executive officer of Edelman, told FOX Business. “Consumers are buying on beliefs, not just on function.”
....
Levi's or Wranglers: Which jeans do Republicans and Democrats prefer?
Shoppers believe they make a difference with their purchases than by voting
By Jeanette Settembre FOXBusiness
Red and blue states are buying blue jeans differently.
Republicans are more likely to wear Wrangler jeans, a brand popular in the West and Midwest, while Democrats favor San Francisco-based brand Levi’s, appealing to Americans living in cities, consumer research data cited by the Wall Street Journal show.
Levi’s customer base shifted from 2004 to 2018, growing by 3 percentage points to a more Democratic consumer base, while Wrangler’s swayed 13 percentage points toward a Republican customer base, according to a Wall Street Journal analysis. The Journal findings were drawn from 15 years of consumer surveys by research firm MRI-Simmons.
The fashion favoritism stems from shoppers buying from brands that seem to appeal to their social and political views. A survey from public relations firm Edelman found that almost 60 percent of 1,000 Americans said they would avoid or choose a brand based on whether the brand aligns with their beliefs on social issues. What’s more, 53 percent said all brands have a responsibility to get involved in at least one social issue that does not directly affect their business, the report found.
“It’s brand democracy. People actually feel somehow they can make more of a difference with their purchases than they can by voting every four years,” Richard Edelman, chief executive officer of Edelman, told FOX Business. “Consumers are buying on beliefs, not just on function.”
....
POLITICS
Are Your Jeans Red or Blue? Shopping America’s Partisan Divide
Like Wrangler and Levi’s, more and more brands have become associated with Republicans or Democrats
By Suzanne Kapner and Dante Chinni
Nov. 19, 2019 12:49 pm ET
Levi Strauss and Wrangler both got their start as the go-to jeans for cowboys, railroad workers and others who pioneered the American West. Today, they are on opposite sides of a political divide that is affecting not only how people vote but what they buy.
Consumer research data show Democrats have become more likely to wear Levi’s than their Republican counterparts. The opposite is true with Wrangler, which is now far more popular with Republicans.
...
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Are Your Jeans Red or Blue? Shopping America’s Partisan Divide
Like Wrangler and Levi’s, more and more brands have become associated with Republicans or Democrats
By Suzanne Kapner and Dante Chinni
Nov. 19, 2019 12:49 pm ET
Levi Strauss and Wrangler both got their start as the go-to jeans for cowboys, railroad workers and others who pioneered the American West. Today, they are on opposite sides of a political divide that is affecting not only how people vote but what they buy.
Consumer research data show Democrats have become more likely to wear Levi’s than their Republican counterparts. The opposite is true with Wrangler, which is now far more popular with Republicans.
...
TO READ THE FULL STORY
SUBSCRIBE
https://twitter.com/SuzanneKapner
6 replies
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"...People actually feel somehow they can make more of a difference with their purchases than they can by voting every four years,” Richard Edelman, chief executive officer of Edelman, told FOX Business.
Nothing replaces voting. Nothing. 
