What sets fashion-concious consumers apart from all the rest? As you may expect, many of them rely on the media to learn about next season’s trends and to start planning their shopping lists. Experian Simmons recently conducted a study to learn more about this unique, fashion-saavy group, taking a closer look at the key behaviors and traits of those consumers who use fashion magazines to help them determine what clothes to buy.

Here are a few key findings:

• Those residing in the West and Northeast are more likely than the average adult to consult fashion magazines to help them decide the clothes they buy.
• Most of their online activity consists of shopping, followed by gathering information for shopping, instant messaging, airline/car/hotel info or reservations, and digital imaging/photo albums.

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Can Michelle Obama single-handedly save the fashion industry? Some have suggested, rather dramatically, that the fate of all fabric hangs on the new first lady’s shoulders. All of the coverage surrounding political fashion this year seems a little overkill, if you ask me.

But taking a look at my email inbox today, I realize there might be a bit more weight behind this theory than I originally thought. 

Spiegel went all-in on the presidential festivities, offering to “Get Michelle’s First-Lady Look For Less” in their subject line, followed by images of Mrs. Obama alongside similar outfits by Spiegel. Meanwhile, the folks at InStyle also got into the mix, dedicating their Look Of The Day to the First Lady and her multiple outfits. 

I can’t figure out if hitching your business wagon to a political figure is a smart business move, but surely time will tell. It’s definitely an email trend worth keeping an eye on in the next year or so.