It’s not a secret that many closets on the North Shore are filled with upscale, fashion-forward designer garments,
and now, thanks to bundle.com, the nation knows just how trend-setting the North Shore’s fashionistas can be.
The bundle.com report lists Glencoe as the second most fashion-conscious town in the U.S. after Newport Coast,
Calif., with 15.95 percent of residents listed as such. But lovers of all things sartorial from other towns made the
Top 40 as well. Winnetka residents (13.44 percent) enter the list at No. 4; Highland Park at No. 9, (after Beverly
Hills, Calif., at 11.84 percent; Hinsdale and Lake Forest round out the top 12 (11.29 and 10.74 percent
respectively); Deerfield (8.05 percent); Oak Brook (7.91 percent), and Wilmette (7.20 percent) take honors ahead of
the known shopping meccas of Malibu, Calif, and Palm Beach, Fla. For the full list, see bundle.com/article/most-
fashionable-towns-america.
The new site compiles anonymous spending data to compile user reviews for local businesses — using credit card
transactions to create data-driven snapshots of how people spend their money. It aims to give consumers a place to
research local businesses with hard numbers — cost per transaction, loyalty to a particular retailer and how many
customers a business serves — rather than a traditional online forum review site such as yelp.com.
“We defined a segment called ‘fashionistas’ by identifying those households that had at least four transactions
at known high-end merchants in a 30-month period,” CEO Jaidev Shergill wrote in an email.
Deerfield resident and stylist Debra Katz works to keep her clients fashion-conscious and doesn’t find one town to
be more fashionable than the other. “I think there are women in each of these towns who are definitely high-
fashion, who really subscribe [to it] and love it,” she said.
The Possessionista (a k a Dana Weiss, a Deerfield resident, blogger and expert on all things fashion), doesn’t want
her North Shore neighbors to think their fashion consciousness only relates to how much they spend.
“I think that list is a bit deceptive. Being fashionable and having an innate sense of style has nothing to do with
money,” Weiss said.
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