The 90s are back and brands indulge in nostalgia for the “happiest decade”

One of the most successful videos on Instagram in the last week has been one of an American television program in which Will Smith and the audience in attendance sang the tune of The Prince of Bel Air , a series that was successful. (and scored) in the 90s. And as they point out in AdWeek, which is who has extracted the statistics, The Prince of Bel Air has not yet managed to beat singer Taylor Swift’s cats on Instagram (stars by themselves practically social network) but they have positioned themselves well enough to serve as a new point of support for a statement that has been repeated quite frequently in the korea mobile number format in recent times: the 90s are back.

The 90s have been coming back for a few years. In 2013, the trend media was already pointing to a revival of the things that were successful in that decade. Platform shoes, tie dye clothes, floral prints or denim clothes returned to fashion editorials to remember that all things end up returning like a boomerang. In the summer of that same year, The Huffington Post did a search trend experiment to see how really all those things from the past – which were not highly regarded in the decade that followed – had a new revival. Searches for crop tops were up 110% in one year, high-waisted jeans by 120 and grunge clothing by 80.

Fashion is usually the outpost that shows where the shots are going to go in terms of trends but it is not the only sample and above all it is not the definitive one as to how brands are going to derive towards a trend to conquer in a definitive way to customers. And there the recovery of the 90s shows other clues, be it the Cereal Bar that has just opened in London (decorated with elements of the 90s and serving cereals) or the books that have monopolized the shelves of novelties reminiscent of those times.

The boom of the 90s is explained by contextual but also own issues. On the one hand, there is all the retro and vintage fashion. Nostalgia sells and has an ability to make us spend more (and this is scientifically proven ). Products of the past push today’s consumers to be much more lavish in their spending patterns. On the other hand, vintage is powerfully in fashion, since things from the past often carry rituals that have disappeared in the electronic age and also offer a certain security or comfort now that the economic situation makes the present questionable.

But in order to succeed in the love for the past, it is also necessary that the references that are used are known by the consumer (that is why the 60s are recovered but not the Romans), since what makes things succeed are common references . It’s like creating a new language: consumers have to have the tools to understand it.

And on the list of references that consumers now understand are those of the 90s, which are also the childhood years for millennial consumers (which makes it a historical moment remembered with a certain positive nostalgia for those buyers who are wants to seduce). “Simply the happiest decade of our American lives,” noted an American screenwriter recalling that period.

The 90’s are backThe samples of interest in this decade are many and the elements that mark his return very varied. As you recall on AdWeek , the products of the 90s had been coming and going for the past few years and had been staying more or less behind the scenes. The situation is now different. Consumers show a very high interest in all those things that were successful then and brands have thrown themselves headfirst into the revival of the 90s.

Two points mark this recovery. On the one hand, they recall, there is the fact that decades take about 20 years to recover (consumption cycles make things take about 20 years to become fashionable again). On the other hand, millennials mark consumption now and are entering recovery with hints of golden vision of their childhoods (a happy period and no economic debacle). “This is the first time that millennials have started to recycle their childhood and the 90s are their benchmark,” explains Jane Buckingham, CEO of Trendera, a trend prediction firm. “Although it has managed to have a mass call effect now and that could give more power to the trend than we think,” he adds.

Millennials are the natural audience – and channelers – of this trend, but members of other generations have also been seduced by the call of the 90s. De Phone Number of Generation Z (who go after millennials and have no memories of that decade or were not even born in it) feel affinity with the rebellious icons of that moment and for the youngest of Generation X the 90s is like an element of security, something with which they feel comfortable.

And, in general, consumers accept all these elements because they remind them of the sense of optimism and security they had at that historical moment , which makes them feel better.For this reason, televisions are once again recovering the series of the time (or are making continuations or new versions of them) or creating nostalgic programs in which moments from then are recovered. Brands, for their part, are creating or reviving products reminiscent of the 90s and are giving their ads and brand communications an air worthy of that era. And consumers are delighted to consume all these products.

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