Brands Cashing In On the (Endless) ‘90s Revival

The '90s are still all that, but now more brands are cashing in on the ongoing trend...

The ‘90s revival isn’t dying out, and there are even signs that the obsession with bringing back the decade is only getting stronger. When we asked Millennials which decade had the best culture, from music and movies, to clothing and cars, 46% of 13-32-year-olds, and 50% of 18-32-year-olds said the ‘90s.

Brands leaning into nostalgia to appeal to Millennials and teens have resulted in several product reboots, from Coca Cola’s Surge to Tamagotchis. When Puppy Surprise was reintroduced in August, the toy began “selling like hotcakes.” The commercials, which had to be temporarily halted due to the puppy shortage, are almost identical to the originals that ran when older Millennials were young.

Nickelodeon is now creating an entire programing block devoted to Millennials’ unending nostalgia. “The Splat” will feature ‘90s cartoons like Aaaahh!!! Real MonstersRugrats, and Hey Arnold! Nostalgia for ‘90s Nick content has shown great potential in the past: when Teen Nick began airing “The ‘90s Are All That," their ratings increased roughly 850%.

Of course, ‘90s fashion is also everywhere, and hardly inconspicuous. Racked has even reported that The Nanny Fran Fine’s style is “having a moment, and paid homage to her iconic “’90s glamour.” Today's '90s fashion mixes hip-hop swag with school girl charm for a Manic Pixie Dream Girl style before the term was invented. Walk around in haunts traditionally labeled “hipster” and you may see glimpses of the '90s girl dress: platform shoes, scrunchie on the wrist, nude glossy lip, multi-layered choker necklaces, jean on jean on sweatshirt on spandex, large throwback logos, either for irony’s sake or out of appreciation. Small details that combine for a look that's…


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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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