Nostalgia as a communication strategy in fashion: the return of trends from the 90s and 2000s
DOI:
https://doi.org/10.34630/tth.v1i5.6238Keywords:
Nostalgia, Strategy, Communication, Fashion, Comeback, Trends, Behaviour, Consumer, VintageAbstract
Over the last few years, companies in fashion sector have been reviving certain trends from the 1990´s and 2000´s, bringing back the styles, cuts and models that defined those eras. The return of these trends is not just a coincidence: brands are using nostalgia as a strategy that has proved effective in creating an emotional bond with the consumer and consequently awakening the desire to buy. Based on examples of recent campaigns, this reflection will critically analyze this tactic, considering the impact of nostalgia as a persuasive effect on consumer behavior, its benefits and the possible challenges it faces in the fashion industry.
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