When it comes to fashion, Chicago’s often been pitted against its rival cities on the east and west coast. Lately, the city’s enjoyed a little bit of come-uppance thanks in no small part to a lady named Michelle Obama and her secret style weapon and fashion advisor, Chicago boutique owner Ikram Goldman. What makes the city’s shoppers tick? Read Shop It To Me’s data and find out.

Popular brands by Chicago zipcode**

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They put the gold in…The Gold Coast

If you’re seeking luxury label aficionados, look no further than the aptly named Gold Coast, where, in addition to being an Ugg-loving lot (hey, Chicagoans have to stay warm and chic in their cold climate!), residents of this zip code have a serious thing for Gucci and Louis Vuitton.

Budget shoppers come together in…Wrigleyville

No Gold Coast here! It’s all about Ann Taylor and its cool younger sister label, Ann Taylor LOFT in northside nabe, Wrigleyville. Aside from career clothes, inhabitants of this storied ’hood are fans of Victoria’s Secret and Uggs—proof that the mandate of keeping cozy knows no zip code boundaries.

If you’re a hipster, you probably live in…Wicker Park

Yeah, Wicker Park might be too pricey these days for true hipsters to afford to live there, but its locals definitely like to stay on the cutting edge of fashion, selecting labels such as Puma, Free People and 7 for All Mankind on their list of favorites. And they too, dress for the city’s sub-zero weather: North Face is another top brand.

Tomorrow we’ll head to the West Coast to look at the brand preferences for California girls – both San Francisco and Los Angeles.

“Brands Unzipped” Methodology: Shop It To Me (ShopItToMe.com), the popular free online personal shopper, took a random sample of its members in major metropolitan cities, and analyzed the most popularly selected brands within each geography.  We compared the top 20 most selected brands for each area.  {Randomly selected sample: Chicago 26,700 members.}