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Magic of the past? : The effect of Nostalgia Marketing in fashion on Gen Z’s consumer behavior and the role of brand‘s exclusivity in Nostalgic Gen Z marketing

Bachem, M.B. (2020) Magic of the past? : The effect of Nostalgia Marketing in fashion on Gen Z’s consumer behavior and the role of brand‘s exclusivity in Nostalgic Gen Z marketing.

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Abstract:Introduction: To stand out among competitors on the crowed fashion market, fashion brands have to come up with effective marketing that catches consumer’s attention. Especially within the scope of Generation Z marketing, it is challenging for fashion brands to target consumers of this generation successfully since as “Digital Natives”, they are constantly online, exposed to a vast number of advertisements. However, considering Generation Z in fashion marketing is essential for fashion brands since they are already one of the most powerful consumer forces. In order to keep up with the competition, it is unavoidable for fashion brands to make use of mass media for advertising purposes, especially to reach Generation Z. Consequently, video advertising has found its place in marketing since it serves as most appropriate advertising tool to effectively advertise on the mass media. Over the past years, Nostalgia Marketing has established as popular marketing strategy used by various brands for advertising purposes and is considered to be very effective. In general, especially in the fashion industry nostalgia has become a trend that is picked up by Generation Z but also by various non-luxury and luxury brands through nostalgic advertising. As a consequence, marketers seemingly try to get the attention of Generation Z consumers with Nostalgia marketing by means of video advertising. Objective: The purpose of this study is to investigate the effectiveness of Nostalgia Marketing among consumers of Generation Z by investigating to what extent nostalgic fashion video campaigns influence their brand attitude and purchase intention. In order to do so, fashion video campaigns of the non-luxury fashion brand Calvin Klein and of the luxury brand Gucci are used as stimuli material. Thereby, the role of brand’s exclusivity in the effectiveness of nostalgic Marketing on Generation Z consumers is examined. Method: To answer the research question, an experimental research was conducted. A 2x2 research design was used with four fashion video campaigns as stimulus material. In four conditions, respondents (N = 123) got randomly assigned to either a nostalgic or traditional fashion video campaign of the non-luxury brand Calvin Klein or a nostalgic or traditional fashion video campaign of the luxury brand Gucci. Subsequently, participants had to fill out an online survey, mainly to answer questions about personal evaluations concerning the fashion video campaign they were assigned to. Results: It was expected that nostalgic fashion video campaigns generally lead to higher purchase intention and more favorable brand attitude of Generation Z consumers. However, results revealed that nostalgic fashion video campaigns did not increase purchase intention neither did they favorably influence brand attitude. However, participant’s favorable evaluation of the nostalgic ad cues shown in the nostalgic campaign of Calvin Klein indicated potential for effectiveness of nostalgia in Generation Z advertising. Conclusion: It can be concluded that nostalgia in advertising does not increase purchase intention and neither leads to more favorable brand attitude of Generation Z consumers neither do exclusive brands influence the effectiveness of Nostalgia Marketing. Keywords: Nostalgia Marketing, Generation Z, Brand Attitude, Purchase Intention
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
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