Gen Z’s obsession with nostalgia continues—and this time they revived tween accessory brand Claire’s. 

Gen Z’s obsession with nostalgia continues—and this time they revived tween accessory brand Claire’s. YPulse research shows classic brands stand the test of time when they learn to adapt to young consumers. The 50-year-old brand was near bankruptcy in 2018 but they were able to make a comeback by adapting to the habits of young consumers. For example, the brand acknowledges the death of the mall experience for young shoppers and is moving to more high-traffic locations to stay relevant. They’re also working on their digital spaces and ramping up their appearance in drug stores and supermarkets. It didn’t hurt that as Y2K nostalgia emerged over the course of the pandemic, suddenly Claire’s was popular again. The legacy brand holds nostalgia power and is featuring products that revolve around tween trends, like pizza earrings and scrunchies. (Fast Company)