The cult objects of the 2000s are back. By Anastasia/stock.adobe.com
On Instagram and TikTok, the nostalgia cultivated by many users encourages brands to reconnect with objects from the past.
Sequined gloss, crop tops, Casio watches, mobile phones with Nokia keys or CD players… Did you think these objects were good for the cellar once your teenagers grew up? Especially not! They are back and theGen Zpeople born after 1995 love it. At the source of this renewed interest, a viral trend on Instagram and Tik Tok. Called “ 2000s aesthetic” (literally “2000s aesthetic“), she takes up the codes of this period and surfs on the nostalgia of this generation. “ The emergence of this trend is a counterpoint to this technological complexity that surrounds us today, hence the pleasure of reconnecting with simple objects such as a walkman for example.“, analyzes Carina Cheklit, strategist in communication, social media and influence.
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On Tik Tok, examples abound. Influencers recreate their 2000s outfits using Converse, baggies and chunky hoodies. On a sound of Britney Spears, they pretend to rediscover their old Tamagotchi and other Pokémon cards. These videos easily reach 100,000 views, if not more. They amplify the nostalgia. In total, the #y2K, for “ year 2000(or year 2000 in French), reached 4.5 million posts on Instagram and 14.4 billion views on Tik Tok, while 1.5 million tweets mention it. “ It’s impressive, we have young clients, between 18 and 25, who often talk to us about the 2000sremarks Marine Olivier, marketing and communication assistant at Kiko Milano. “And they have the clothing style that goes with it: low-rise jeans, neon t-shirts and small sneakers“, she continues.
K-pop success and out of stock
This return also comes from current pop culture. “ To take the example of K-pop in South Korea, girl bands like the NewJeans sport a year 2000 aesthetic on their social networks.“, explains Carina Cheklit. “The very way in which they were formed, through a TV contest, can make one think of the shows of those years. “, she adds. Already considered vintage, this decade serves as a marketing tool and K-pop groups are now releasing their albums on CD. “ The CDs in question are collected by K-pop fans and we are seeing additional sales of players and walkmans linked to this phenomenon.“, emphasizes Corinne Thiebaut, Univers Son product manager for portable music players at Fnac Darty.
The flagship brands of this period have understood the trend. In 2017, for example, Nokia decided to remarket its 3310 key cellphone model, originally released on October 12, 2000. Last July, it was the turn of the 8210 to be resurrected. “ Nokia has used social networks like YouTube or TikTok a lot to promote the return of the famous 8210“say Kamel Aïssati, mobile phone product manager and Laurent Darrieutort, consumer electronics and telephony director for Fnac Darty.
On the social network TikTok, videos on objects from the 2000s are a hit like this one, where the influencer presents a Nokia 3310. Screenshot/Klara Durand
A strategy that seems to be working. ” The average selling price of these first feature phones (mobile phones with buttons) increased by 6% in 2022, although it remains low, around 44 euros“, specify the two men. Added to this is a search for disconnection on the part of this young generation, amplified by the pandemic. “More and more, vssome consumers will use a feature phone occasionally, on weekends or on vacation“, they analyze.
A “2000s” aesthetic
This trend is also gaining clothing, such as those sold by the brand “juicy couture“. This ready-to-wear company, founded in 1997 in Los Angeles, embodied the beginning of the millennium. She mainly sold sets of joggings and tracksuits with rhinestones. At the time, said sets seemed to come from music videos or films like “Lolita in spite of me” (Or mean girls in English), released in 2004. In 2023, Tik Tok videos will repopularize these pink, black or electric blue elephant leg joggers. “ Not to mention shoes like the Nike brand, which brings out its legendary modelsadds Carina Cheklit.
Other companies choose to market new products but with this “2000s key“. Like the watch models of the G-SHOCK and CASIO Vintage brands. For example, the pastel watch “baby-gtakes up the design and the plastic strap characteristic of that era. “We regularly offer reissues of models that use the color codes of the 2000s », explains Ysatis Olive, Digital Marketing & Brand Communication Manager for the group.
On the cosmetic side, Kiko Milano markets the gloss “ 3D Hydra Lipgloss “. “ A lip gloss inspired by what a singer like Beyoncé could wear in the 2000s, it is very clear with some glitter“, describes Marine Olivier. The attractive price of the product, (9.49 euros) quickly made it a must in this trend. Since February 2022 it is out of stock in their factories in Italy. ” We don’t even have any more for our partner events like with the Opéra Garnier“laughs Marine Olivier. A raid that continues as a desire, on the part of these customers, to stop time.