Brand loyalty is making a comeback thanks to Millennials.

Brand loyalty is making a comeback thanks to Millennials. For a few years, consumers have placed more importance on chasing down trends than sticking to one retailer. But the rise of social media campaigns and Millennials’ desire for a deeper connection with brands may be changing the tide. Consumers now “want to know everything about [products they buy]: what it stands for, who's behind it, how it was made, and the type of person it represents.” Startup brands, like Glossier and Outdoor Voices, who focus on telling a story through their products, have prospered as a result. (Fashionista)