30-31 LSB 2021 Trends The 1990's_GF.qxp_NEW LSB 2008 GRID 31/07/2021 15:01 Page 30
TREND FOCUS: THE 1990S
Inset: 1990s favourites such as Jurassic Park and Rugrats are among TruffleShuffle’s top sellers.
Design of a decade
It was the decade defined by Brit Pop, New Labour and the emergence of new technology, as well as a host of movies, music and brands which are still having an impact on our lives today. LSB takes a trip back to the 1990s and finds out how it is continuing to influence licensing and merchandising programmes.
Popular products have been directly related to the lockdowns we have all experienced, with Lucy confirming that loungewear and nightwear, along with bags, t-shirts and sweats are all selling well. Lucy continues: “We have a strong and engaged following in their 20s, right through to well into he last decade of the 20th century was a their 40s. Many of this demographic will remember pivotal period in pop culture. From Brit the 90s licences first hand and will always Pop to New Labour, the rise of the appreciate their nostalgic appeal, plus the resupermodels to Dolly the sheep, the runs and new movies/series launches 1990s was a decade which ushered in targeting the younger customers spreads new technology, new leadership and a the reach. Therefore, we definitely intend to host of entertainment brands which launch plenty more 90s/00s product over are still hugely popular in 2021. the coming months. There is a sizable and While the retro vibe of the 1980s is still broad market out there, already keen, with us, it’s the 1990s which is now the ready and waiting to see the next go-to decade for fashion inspiration, new and unique offering for these TV and movie nostalgia and trend90s brands.” led creativity. For Groovy Chick – the brand “90s themed product has really introduced on hand printed t-shirts been performing well for us for the in the early part of the decade past few years,” Lucy Cornish, from Bang on The Door – the buyer at TruffleShuffle, tells LSB. arrival of a new organic cotton t“Our customers love a bit of nostalgia, shirt range on Asos from Daisy even more so over this past year. Street last September, catapulted Disney movies such as Hercules, it back into the spotlight, with the Hocus Pocus, Nightmare Before launch trending on Twitter. Christmas and Toy Story, bands such “Original fans were genuinely as Oasis and Nirvana, along with films Inset: The Groovy Chick organic cotton t-shirt delighted to see Groovy Chick like Jurassic Park and Clueless have range from Daisy Street landed on Asos in again and it started a lot of been selling well for us. Also toy brands September 2020, with the nostalgic conversations between like Care Bears and My Little Pony.” launch trending on Twitter.
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LICENSING SOURCE BOOK EUROPE 2021
