Nostalgia has been a big marketing trend for brands in recent years as consumers hearken to simpler times. This fall, two decades-old clothiers are reaching into the past as part of their marketing strategy for the future. Today, Old Navy announced a limited-edition “’94 Reissue Collection” of items from its 1994 founding, such as baby tees, performance fleece and tracksuits.

The Gap Inc.-owned brand’s nostalgia-driven news follows last week’s announcement that J.Crew is reissuing its catalog, an autumnal offering last seen in mailboxes seven years ago, that will feature ’80s and ’90s-era icon Demi Moore.

Experts say the moves could help both brands attract new Gen Z shoppers even while deepening connections with older consumers who were shopping before the 90s became retro.

“We know that fashion is cyclical, but there are some things about the ’90s in particular that Gen Z has access to a lot of nostalgia,” said Laura Graham, a faculty instructor of business communications at North Carolina Central University, noting TikTok as a driver.

Of course, most Gen Zers don’t have memories of the 1990s (the oldest members of the generation were born in 1997)—but they still have an affection for the era, discovering it via music and other means.

“It’s a moment right where a lot of Gen Z are feeling this pull for what they perceive as a simpler time,” said Graham, adding that stresses around COVID, the presidential election and multiple wars overseas can have younger adults longing for the ’90s in particular.

To promote its reissue line, which includes nearly 200 family-friendly styles, Old Navy is planning marketing across its digital and social media channels. It will also publish a 32-page zine, which includes a note from Chief Creative Officer Zac Posen touting the possibility-inspiring era of the ’90s and a quiz asking consumers to remember the brand’s famous commercial jingle and dog mascot. The zine will be available in stores and online.

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While it’s doubtful many Gen Zers remember the Old Navy performance fleece jingle (below), possibly one of the ’90s biggest commercial earworms, it doesn’t matter, experts say.

“Old Navy really hit the jackpot by having an anniversary in the ’90s when the ’90s are super popular right now,” said Graham.

Old Navy ads posted online this week show its ’90s-style apparel alongside throwback technology such as a beeper, bulky TV, CD and a precursor to today’s smartphones.

The push comes as Posen and new Gap Inc. CEO Richard Dickson try to inject some buzz into Old Navy, which recently returned to growth. Last month, the brand reported an 8% rise in second-quarter net sales to $2.1 billion. 

For its part, J.Crew—which celebrated its 40th anniversary in 2023—has been generating positive sentiment with its catalog return as it renews itself as a lifestyle destination. Halsey Anderson, J.Crew’s senior VP of brand marketing, wrote in an email that the brand is trying to position itself as multi-generational. The new mailing will include updates such as a QR code directing customers to its e-commerce site.

Carol Spieckerman, a retail expert, said that the strategy should help the retailer reassert its brand story. It comes as other brands, including direct-to-consumer players, have taken a fresh look at direct mail.

“J.Crew realizes that its brand story, its aspirational brand story and the differentiation that it drives, is what moves its entire business and that aspiration is needed to fuel sales,” she said.

In addition to attracting and engaging consumers, the historical lookback by brands such as Old Navy and J.Crew can help provide an internal directive and organization for brand employees, Spieckerman said.

“It helps them think more intentionally about the brand,” she said. “There is a movement across a lot of brands that have been around for many years to reach back into the archive and refresh everybody on what the brand was, where it came from and its history.”