Audio Only - All Participants: Welcome
to Operations Unfiltered, the podcast
that takes you behind the scenes of
influencer and talent management.
I'm your host, Zaina on episodes when
I'm not joined by a special guest,
I like to run my mouth about topics
that caught my attention that week.
I also like to relate it back to
the project management of it all.
Now my normal routine consists of
a morning scroll through the Skim,
which I joined back in 2018, and
I love watching The Today Show.
The discussion topic today was about the
resurgence of nineties fashion trends and
brands, namely Gap Levi's and Old Navy.
Now, I personally never left Old Navy,
but it got me thinking what's causing this
resurgence of nineties fashion brands?
And how is it that Forever 21,
which once dominated the market, has
floundered into the abyss of bankruptcy?
Dare I say, its influencers
and content creators.
I know we always go back and forth
about the terminology, but in
this case, I truly think it was
a combination of the influencer
effect and the power that carefully
curated content can have on business.
This influence translated
to booming sales.
And you guessed the
resurgence of the mall.
I can't lie, the mall used
to be the place to go.
When I'm home in Baltimore, I love
going to Towson or Columbia Mall, and I
recently chatted on a previous episode
with District Five's, Councilman David
Marks about the plans for the White
Marsh Mall that used to be a booming
mall, but now there's so much dead space.
I really would hate to see it fade.
Fade away.
And when I visit my hometown and family
in Houston, oh, you better believe I hit
a Katy Mills mall and Memorial City Mall,
and I know my fellow Houstonians will
moan and groan, but I love the Galleria.
Simply put, I think
what's old is new again.
when you think about the project
management of it all, we're
looking at a classic case of
rebranding and repositioning.
Brands like Levi's and Gap have done an
excellent job at tapping into nostalgia
while evolving to fit today's trends.
But let's not overlook the role
that digital marketing and more
specifically influencer marketing
has played in this resurgence.
I mean, think about it.
Fashion influencers on TikTok
and Instagram are curating entire
wardrobes built solely around
the Y 2K and nineties aesthetic.
They're thrifting old gap hoodies, styling
baggy Levi's, and layering Old Navy tank
top tees like it's 1999 all over again.
And the brands baby, they
are eating it right on up.
They've gone all in on partnerships with
influencers who embody the aesthetic,
and quite frankly, it's working.
Levi's has become a staple in Gen Z.
Closets gap's, iconic logo.
Hoodies are suddenly
cool again, and Old Navy.
I mean, it's quietly been serving
family friendly fashions that now align
with the cozy, effortless aesthetic
of the moment and quiet as it's kept.
If you see me and my family out nine
times outta 10, we're wearing Old Navy.
Now contrast this with Forever 21.
Forever 21 was once the mall's
reigning fast fashion queen,
but they struggled to pivot when
influencer culture shifted towards
sustainability, quality and nostalgia.
And instead of rebranding in a way
that leaned into the Y 2K revival,
they continued pumping out fleeting
trends with questionable quality.
And unfortunately, when the influencer
tied turn forever, 21 got left behind.
And let's face it, we're not 21 anymore.
But here's the real kicker.
Malls themselves are seeing
a bit of a renaissance.
If you stepped into a mall recently,
you may have noticed something.
It's not just about shopping anymore.
Malls are becoming experience hubs.
They are influencer friendly pop-up
exhibits, nostalgic food court
staples are making a comeback.
And curated shopping experiences are
truly designed for social media moments.
I mean, even White Marsh Mall, which I
mentioned earlier, has the potential to
pivot into a multi-use community space
instead of just another retail graveyard.
From a marketing project management
perspective, we're witnessing
the power of adaptability.
The brands that survived.
Well, they saw where culture was
headed and adjusted their approach.
They invested in digital first strategies,
collaborated with influencers who
actually wear and love their products,
and they understood that nostalgia
sells, but only when done right.
So what's the takeaway here?
The next time you see a trend making a
comeback, let's look beyond the surface.
There's a strategic plan behind it.
It's not just about a cute outfit.
It's about timing, storytelling,
and tapping into a cultural moment
that people are excited to relive.
And with that, I wanna hear from you.
Are you a fan of the
nineties fashion revival?
Do you think malls are really making
a comeback or is it just a phase?
Let's talk about it on threads
or Instagram and let's keep
this conversation going.
Make sure you follow me at Lady
Z says, or at live more agency.
And as always, thank you so much
for tuning into this episode
of Operations Unfiltered.
Don't forget to like, subscribe,
leave a review and share this with a
friend who still rocks their old gap.
P I'll cut you next time.