[11] Gen Z's Nostalgia Obsession and Brand Marketing: A Journey to the Past in the Present
How Vacation Sunscreen, Matilda Djerf Avenue, Aritzia and Sporty&Rich are tapping nostalgia to build cultural influence.
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Today we are taking again a trend and examine how brands leverage it for cultural brand building.
In this episode:
· What is the nostalgia trend
· Case Studies of (not so legacy) brands leveraging it
· How nostalgia differs from ‘the brand archive’ and how brands can tap the trend to build cultural influence
TL:DR: Nostalgia, a sentimental longing for the past, has taken a firm hold on the collective consciousness of Generation Z. This demographic cohort, born between the late 1990s and early 2010s, has developed an affinity for the aesthetics, culture, and products of eras they never directly experienced. This is in part a direct result of the social and political developments and a desire to “turn back to the good old days”. A certain escapism that appeals to GenZ despite AND because they never experienced it. It’s rebel culture in its own way. In response, modern brands have adeptly tapped into this sentiment, using it as a cultural tool to connect with young consumers.
Unpacking the Nostalgia Trend
Nostalgia manifests in many forms, and recent years have seen the rise of various sub-trends that capture the essence of different nostalgic eras. Cottagecore, for instance, evokes a romanticized vision of rural life with its soft florals, vintage dresses, and simplicity, aligning perfectly with Gen Z’s longing for an escape from the digital age.
The tradwife trend idealizes the homemaking aesthetics of the 1950s and 1960s, tapping into nostalgia for traditional family roles. Whilst this trend isn’t unproblematic per se for many reason (and as I write this on International Women’s day), brands stay away from the trend’s retro gendered aspects and highlight retro home decor and vintage-inspired apparel instead that harkens back to mid-century modern design and suburban bliss.
Tenniscore draws on preppy, athletic styles of the past, merging sporty aesthetics with elegance. The crisp whites, pleated skirts, and polo shirts of tenniscore fashion resonate with Gen Z’s desire for a refined yet relaxed look. Last year this saw a resurgence across the release of the Challenger’s movie, LOEWE’s collaboration, the popularity of the US open and Wimbledon everything.
Retro hair trends, such as the voluminous curls of the 1980s and the sleek bobs of the 1920s, have made a comeback. Influencers like Matilda Djerf, Nara Smith or pop megastar Sabrina Carpenter reinforce the allure of retro beauty.
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Last example, the work hard, play hard culture of the 1980s is seeing a resurgence among Gen Z. This era, characterized by dynamic professional ambition and vibrant social scenes, appeals to young consumers who romanticize balance in a time of economic instability, financial turmoil and RTO(return to office).
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Now let’s dive deeper into it.
Vacation Sunscreen: A Vintage Getaway
Vacation Sunscreen transports its users to the sun-drenched beaches and carefree summers of the 1980s. The brand’s packaging is meticulously designed to evoke a sense of retro charm, with bold typography, pastel colors, and playful illustrations reminiscent of old travel posters. This visual approach is complemented by evocative product names such as "Classic Whip" and "Chardonnay Oil", which further enhance the nostalgic appeal.
By drawing on the imagery and language of a bygone era, Vacation Sunscreen creates an emotional connection with consumers who yearn for the simplicity and joy of past summers. The brand’s marketing campaigns often feature grainy, sunlit photographs and playful, carefree scenes that resonate with the Gen Z audience’s desire for escapism and a break from the complexities of modern life.
Matilda Djerf’s Hair Line: The Return of Carefree Glamour
Matilda Djerf, a Swedish influencer, has capitalized on the allure of nostalgic beauty with her haircare line. Her brand encapsulates the effortless, voluminous hairstyles of the 1970s and 1980s, celebrating a time when glamour was synonymous with natural beauty and minimal effort. The products themselves, from volumizing sprays to texture-boosting shampoos, are designed to recreate the iconic looks of the past.
Djerf’s marketing strategy leverages social media platforms, particularly Instagram, to showcase retro-inspired hair tutorials and styling tips. The brand’s visual identity is characterized by soft focus photography, warm sepia tones, and vintage-inspired fonts, all of which contribute to a cohesive nostalgic aesthetic. By invoking the carefree glamour of previous decades, Matilda Djerf’s hair line appeals to Gen Z consumers who are drawn to the timeless elegance and simplicity of retro beauty.
Aritzia’s Office Siren Campaign: A Nod to Y2K Fashion
Aritzia’s Office Siren campaign is a masterclass in Y2K nostalgia, capturing the fashion trends and cultural zeitgeist of the early 2000s. The campaign features a range of office wear that harkens back to the days of low-rise jeans, crop tops, and mini skirts, all styled with a modern twist. The visual elements of the campaign, including grainy video clips, chunky accessories, and bold makeup, evoke the era’s distinct aesthetic.
Aritzia’s decision to tap into Y2K nostalgia is a strategic move to resonate with Gen Z consumers who are fascinated by the fashion and pop culture of the early 2000s. The campaign’s success lies in its ability to balance authentic retro elements with contemporary trends, creating a sense of familiarity and novelty that appeals to young fashion enthusiasts. By celebrating the quirks and idiosyncrasies of Y2K fashion, Aritzia’s Office Siren campaign effectively captures the imagination of a generation eager to relive and reinterpret the past.
Sporty & Rich: The Renaissance of Athletic Leisurewear
Sporty & Rich, a lifestyle brand founded by Emily Oberg, embodies the nostalgia for classic athletic leisurewear of the 1980s and 1990s. The brand’s offerings, from cozy sweatshirts to vintage-inspired tennis skirts, are a tribute to the iconic sports fashion of those decades. The minimalist, yet elegant, designs are paired with a subdued color palette and retro branding that evoke a sense of timeless style.
The brand’s marketing strategy is deeply rooted in the visual and cultural references of the past. Sporty & Rich’s social media presence is filled with images of vintage sports cars, old magazine covers, and archival athletic photography, all of which contribute to a cohesive nostalgic narrative. By tapping into the aesthetic and cultural resonance of classic sportswear, Sporty & Rich appeals to Gen Z consumers who appreciate the blend of comfort, style, and heritage.
The Power of Nostalgia in Contemporary Marketing
The success of brands like Vacation Sunscreen, Matilda Djerf’s hair line, Aritzia’s Office Siren campaign, and Sporty & Rich underscores the powerful role of nostalgia in contemporary marketing. For Generation Z, nostalgia offers a sense of comfort and familiarity in an increasingly uncertain world. It allows them to connect with a time they perceive as simpler and more carefree, even if they did not personally experience it.
Don’t mistake it for ‘the archive’
Tapping into nostalgia, however, is distinct from merely drawing from a brand's product archive or retro styles. While brand archives offer a look back at a company's past designs and successes, leveraging nostalgia involves engaging with contemporary social conversations and cultural memories that transcend the brand itself. It’s about understanding the collective yearning for eras gone by and interpreting those emotions in a way that resonates with today's consumer landscape. This approach connects with modern sensibilities and cultural dynamics, making it more than just a revival of old products—it's a meaningful dialogue with the past through the lens of the present.
Brands that successfully harness the power of nostalgia do more than merely replicate the past; they reinterpret and reimagine it in a way that resonates with modern sensibilities. They create products and experiences that evoke the emotional and cultural touchstones of previous decades, while infusing them with contemporary relevance. This delicate balance between past and present is key to capturing the hearts and minds of Gen Z consumers.
[ this article expresses the author’s personal POV and was created with the support of generative AI ]