The resurgence of 90s and early 2000s fashion in social media

Sander Lee Joseph

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Salehi, Reza Fazli

Abstract:

My research analyzes the 20-year loop in the fashion industry, specifically focusing on the recent resurgence of 1990s and early 2000s fashion trends. While fashion trends usually cycle every 20 years, this loop is moving faster than ever because of social media influences and fast fashion. The study looks at how platforms like TikTok and Instagram use algorithms to turn antiquated styles into viral trends for Gen Z. It analyzes how social media influencers help bridge the gap between old styles and new and modernized shopping habits. The research also examines how fast fashion brands, such as Shein, quickly mass produce these throwback looks to meet the high demand created by online trends. Using a marketing perspective, this research paper evaluates how the speed of the internet has changed the way we shop for clothes. While the 20 year cycle still provides the style inspiration, social media has shortened the time these trends stay popular. The research concludes by showing how these fast moving trends affect where people spend their money and how loyal they stay to certain brands.