Daily Insights

Gap Goes Back in Time

By: Alizah Asif Farooqi | Jun 07, 2021

Trends come and go, but the 90’s are, apparently, forever. As nostalgia continues to creep into industries of all backgrounds, the 90’s takes the wheel in fashion. Gap’s latest campaign doesn’t just pull inspiration from the iconic decade, it pulls people. Literally.

The clothing brand’s newest campaign unites children of its former ad stars, such as Rumer Willis, Lizzy Jagger, Evan Ross, and more. As one of the most 90’s names around, Gap’s campaign exudes a level of authenticity that other brands tapping into the trend may find hard to match. That said, The Gap ’90s Archive Re-Issue collection will feature signature items from the brand’s legacy, such as classic T-shirts and tanks, white button-down shirts, sweatshirts, khakis, shorts, logo sweatshirts and a deluge of denim. The limited-edition range is available online and in select Gap stores now.

Despite the specialty retail sector suffering some losses due to the pandemic, platforms like TikTok have upheld the need for niche-y fashion the likes of 90’s styles. One look through #FashionTok reveals millions of mom jeans, oversized jackets, logomania, and chunky boots galore. It also doesn’t hurt that many 90’s styles align perfectly with the athleisure trend that overtook the industry at the start of the pandemic. As such, items like Gap’s iconic logo hoodie has been spotted both on and off social media as an especially coveted piece, thus renewing its bestseller status. Unsurprisingly, Gap grew digitally as well, jumping nineteen spots in Gartner’s Digital IQ Index: Specialty Retail.

Like many brick-and-mortar based retailers, Gap had to close more than 200 stores in 2020. Will the 90’s be able to save the store’s performance in 2021?