Denim Gen Z Brands: The Success Behind the Nostalgia Trend

The Insights Behind the Denim Gen Z Brands Ranking

As Generation X searches for the perfect fit of jeans, Gen Z is delving into their parents’ closets for a pair of vintage denim. In the wake of the pandemic and economic downturns, younger generations are particularly drawn to the past, placing nostalgia and Y2K trends in the spotlight. A consumer research study conducted by GWI reveals that 37% of Gen Z feel nostalgic for the 90s, and 54% appreciate the style of vintage clothes.

The timeless and cross-generational appeal of denim makes it a focal point for this nostalgia trend, as various cuts and styles of jeans serve as markers of different decades. The global denim jeans market is forecast to be worth around 95 billion U.S. dollars by 2030. With the enduring nostalgia trend showing no signs of abating, denim brands need to find innovative ways to stay relevant and profitable.

Launchmetrics report “Reinventing Influence: The Gen Z Impact on Fashion Marketing”, highlights that Levi's emerged as one of the top premium brands in 2023. They have mastered the art of staying relevant, in part by keeping their offerings fresh through creative campaigns with Gen Z stars like Hailey Bieber wearing the old time favorites 501® jeans.

The projected growth of the global denim market underscores the necessity for brands to elevate their strategies. We analyzed the performance of five denim brands in the first half of 2024 to uncover the tactics that keep them relevant across generations and markets. Our analysis reveals three main insights driving brand performance:

• Collaborating with celebrities who align with the brand’s values and history effectively taps into the nostalgia trend. For example, A.P.C. partnered with celebrity Katie Holmes, a loyal customer since the 90s, to revisit the archives from the 2000s, making them modern and relevant for 2024. The best-performing placement for the brand was a YouTube video by Vogue US, which highlighted the collaboration and garnered $201K Media Impact Value® (MIV®). Additionally, A.P.C. 's top own media posts featuring Katie Holmes generated a combined $88.9K MIV.
• Forging strategic partnerships to authentically embrace values important to modern consumers, such as sustainability, is crucial. RE/DONE, known for its upcycling ethos, launched a collaboration with Pamela Anderson, an advocate for animal rights and sustainable practices. The entirely green collection was widely communicated across channels and Pamela Anderson drove $419K MIV for the brand, while model Alessandra Ambrosio generated $86.5K through one placement wearing the collection.
• To connect with younger consumers, partnering with voices that culturally resonate with them and align with your brand’s values is key to amplifying reach. Influencer Valeria Lipovetsky generated $87.6K MIV for Citizens of Humanity, while Gen Z influencer Matilda Djerf drove $77.8K MIV, each through one placement. According to Launchmetrics Gen Z report, these content creators were among the top influencers globally in 2023 for engaging with this demographic, ensuring brand relevance and engagement among younger consumers.

Benchmarking against competitors' strategies and understanding what is moving the needle for modern consumers is imperative. Through data and actionable insights, your brand can reach new heights in the dynamic fashion landscape, staying relevant while aligning with customers' expectations. Discover where your brand ranks and secure a winning position to propel results in the second half of 2024.