The 1990s as a nostalgic marketing strategy

The 90’s are back and everything related to retro-vintage aesthetics has a great influence and power in today’s market. In recent times there has been a perceived boom in the return of everything that represents the 90s. But the reality is that these cyclical changes always appear and have a common characteristic: a feeling.

Old is gold

The feeling and memory of the past makes an audience have affinity or longing for a time when things were different. Where the time refers to a feeling of freedom and no responsibilities. An era of splendor or “Golden Era”.

The explanation may be mainly that there is a tendency to romanticize the past because there is no absolute control over the present or the future. Therefore, the past is that which we know for sure and is not uncertain. Being a time that we can choose what to look at or remember with the possibility of picking and choosing what things to remember is the ONLY thing we can control that control we seek to have over the future as an impossible ideal.


It is here where it remains to analyze the impact that can have a feeling called “nostalgia” to create a new concept from our marketing agency fashion, film and music to generate what is called: BRANDLOVE.

In the fashion industry there is a trip to the past, brands such as Bershka or Stradivarius of the Inditex Spain group have based their designs and prints representing the style of the 90’s or even using phrases or designs with celebrities of that time. Likewise, firms such as Versace seek to revive the image of figures such as Kate Moss or Naomi Campbell who shone at that time and today are a mythical label.

In terms of series, as is the case of “Stranger Things“, the inspiration comes from cinematic classics such as ET. The resources and colors used, the plot and the ways of speaking or moving, the board games played, the innocence and ignorance with which people are handled and the very story of aliens or issues not yet explained are symbols of this journey into the past.

As for movies, it seems to be the time for recreation and the return of Disney classics: Aladdin, Dumbo, Merry Poppins, Beauty and the Beast.

On the other hand, in the world of music, artists such as The Backstreet BoysAfter 20 years since their last appearance, the Boy Band is back on the top of the charts and is now in first place. Billboard with its DNA album or the same Westlife reappears with a single produced by Ed Sheeran. There are also more and more series about the life of a celebrity from the 90’s: Alejandro Sanz, Giorgio Armani, Luis Miguel, etc.


But… why?

What is the phenomenon that manages to create this strong affinity with an audience and that the impact is so great?

Welcome to the Age of Nostalgia, a feeling of longing and remembrance for the past. A feeling that manages to understand that emotion is stronger and more powerful at the moment of choosing and being an active consumer. An emotion drives a functional user action.

The 90s seem to have a kind of language code. Today technology has become somewhat intrusive and that longing for the past and connected disconnection is something that is missed and valued today.

Every marketing action that is carried out in any field, related to the past time a success story. Obviously it depends on your good communication and there is a great job of branding and background research. Vintage comes back and comes back because it sells.