The return of the 90s: how nostalgia for the last decade of the 20th century dominates in marketing, content and new products

There have been many studies that have pointed out the high power of nostalgia as a motor of connection with consumers. Nostalgia helps to increase engagement, but it also gets an emotional reaction to the things that brands offer us. We are moved by memories, we connect more with what they are trying to sell us and, in the end, we end up spending much more on those products than we would on others.

In addition, we must not forget that there is a kind of cyclical condition in consumption: fashions decline to return a few years later. Now, the mix of the return of old fashions and nostalgia are making the 90s come back.

Anyone who has lived through the 90s will recognize the looks that are currently circulating on the streets: the teenagers of 2021 seem dressed in the worst of the wardrobe of 1999. Strolling through the great fast-fashion chains that target them allows you to come across many products worthy of those times (not so much in those that seek to connect with older consumers, perhaps because those who were adolescents or pre-adolescents in the late 90s do not want to suffer those styles again).

The return of the 90s is not just a matter of fashion and styles, it is somewhat more transversal and appeals to many more types of consumers. Perhaps, this revival can be connected with the behaviors of the coronavirus crisis, when consumers took refuge in 90s and nostalgic products looking for a certain peace of mind. Perhaps, it is simply the new installment of the nostalgic fever that the millennials incorporated into the strategy of the companies and that already at the time meant to recover the 80s with force.

Companies such as Netflix, HBO or Amazon reinforce their multimedia content offering with an arsenal of the best productions on the big screen of the 90s, thus compensating for the drop in the rate of news after the stoppage of an industry affected by the coronavirus crisis .

Another clear example is that of Movistar, which has just presented Movistar VHS, a pop-up channel with 90s content. The channel is part of the marketing strategy of its Paraíso series, but it can function as one more element of nostalgia for the decade.

The revival of this decade had already been marked in recent years. In 2015, for example, there was already talk of nostalgia for that decade. A couple of years later the idea was insisted upon. Now it is curdling strongly. It is seen in the aforementioned fashion, which is also reaching consumers who did not necessarily live that decade or have memories of it. The classic boots of 1996 dominate shoe stores.

It is not the only element that points it out. The latest capsule collection by Tommy Hilfiger is presented in the press release that they have sent to the media as “back to the 90s”. “Consumers, especially young adults, continue to ask for high-end brand collaborations with retro brands. It’s fun and nostalgic at the same time,” explains Matt Tobia, Senior Sales Manager at WildBrain CPLG, the company responsible for the brands they use (Space Jam or Garfield). The pieces they have released in the collection not only include characters from the 90s. Their design is also 90s.

Pengiklanan dan kandungan dengan meterai jaminan 1999

Produk ketara, seperti t-shirt tersebut, adalah perkara yang membolehkan anda memvisualisasikan anjakan paradigma. Kebangkitan 90-an bukan sahaja dilihat di sana. Ia juga dilihat dalam kandungan yang sedang dilancarkan dan kesan bahkan boleh didapati dalam kempen pengiklanan yang mula muncul.

Pertemuan semula Rakan telah menjadi salah satu peristiwa penting bulan ini di HBO dan salah satu unsur budaya popular yang menyelinap ke dalam berita. Ia sebenarnya kandungan yang agak tidak relevan, tetapi ia masih menjadi kemarahan. Ia telah berbuat demikian kerana ia telah memulihkan watak-watak siri yang jelas dikaitkan dengan budaya pada masa itu dan merupakan salah satu peristiwa penting budayanya. Musim baharu Sex di New York akan menjadi satu lagi sampel.

Malah, dalam gabungan nostalgia dan pengalaman pemasaran, Airbnb baru sahaja mempersembahkan aksi yang berkaitan dengan ulang tahun La Macarena yang ke-25. Lagu ini merupakan salah satu mercu tanda hebat budaya popular di Sepanyol dahulu dan kemudian secara global pada tahun 90-an. Tindakan itu meraikan ulang tahun menjadi nombor satu di AS dan termasuk Los del Río.

 

Peserta boleh menempah penginapan dua malam di vila Andalusia. “Los del Río akan mengalu-alukan tetamu untuk menginap dua malam dan berkongsi petua tentang cara menyanyi dan menari mengikut lagu yang menarik ini,” kenyataan akhbar itu berbunyi.

“Selepas tahun yang begitu rumit, adalah lebih penting daripada sebelumnya untuk membuat orang tersenyum dan kembali seronok dan optimis,” adalah kenyataan yang Los del Río buat dalam pembentangan perkhidmatan itu. Ia adalah nostalgia sebagai penawar kepada kejahatan.

 

Contoh lain ditemui dalam kempen pengiklanan terakhir kilang bir Cruzcampo, yang telah diiktiraf sebagai filem terbaik dalam anugerah pengiklanan El Sol. Tepatnya, kempen itu menggunakan nostalgia untuk mengembalikan artis mendiang Lola Flores, berkat penggunaan teknik dan teknologi terkini dalam kecerdasan buatan.

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