Marketing Currents - Business and Marketing Current Events

Gap combines ’90s nostalgia with modern marketing for new campaign


It’s a juxtaposition that Alderete said is intentional. Gen Z today has a deep fondness for the ’90s and early 2000s, but they want those styles presented in a modern way.

“The younger generation is very fascinated by the ’90s,” Alderete said. “And that’s our brand heritage.

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Discussion Questions:

  1. What is a brand?
  2. What is brand “heritage” and why is it important from a branding perspective?
  3. According to this story, what is Gap’s brand heritage?
  4. Why do you think Gap chose to connect its new marketing campaign to the ’90s?
  5. Who is Gen Z?
  6. According to this story, Gen Z had a “deep fondness” for the ’90s and early 2000s. Would you agree with that assessment?
  7. What does it mean for something to go viral from a marketing perspective?
  8. What moment “went viral” for Gap?
  9. How has that moment helped the brand from a marketing perspective?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.