How Urban Outfitters is riding the ’90s nostalgia wave

In 1996, R&B star Aaliyah became the face of Tommy Jeans. In her TV ads, she wore a red, white and blue bandeau top and baggy jeans that ran an oversized Tommy Hilfiger logo down one leg. The outfit came to define the brand’s massive ‘90s moment: Over the course of the decade, Tommy Hilfiger’s sporty denim collection was worn by Kate Moss on the runway, Snoop Dogg in his music video, and Britney Spears on her first tour.

In the years since, Tommy Hilfiger’s Tommy Jeans division faded out as the brand shifted toward a more mainstream aesthetic. It went from an edgy brand to a “Macy’s brand,” said Jessica Navas, chief planning officer at agency Erwin Penland, selling everything from polo shirts to home goods through the department store and other wholesale partners. Read the rest of this story on Glossy.co.

https://digiday.com/?p=192896

More in Marketing

The header image features an illustration with a dollar bill that has the Snapchat logo in the center.

Snap eyes growth as TiKTok faces uncertain future in the U.S. 

TikTok’s uncertain future in the U.S. could be a win for Snap, especially as the TikTok ban calls into question the billions of dollars currently driving the short-form video app’s ad business. 

Research Briefing: Despite challenges, marketers plan to increase programmatic spending in 2024

In this edition of the Digiday+ Research Briefing, we examine the challenges marketers are facing within the programmatic ad market, what publishers are saying about diversifying revenue streams and how YouTube refined its pitch ahead of last week’s upfront event, as seen in recent data from Digiday+ Research.