Fashion Industry Sees Resurgence Of 90s Trends With Gap's Success

The fashion industry in Thailand is currently witnessing a noteworthy resurgence of 90s fashion trends.

In the first quarter of 2025, significant changes in the luxury fashion landscape have emerged with high-profile designer shifts, notably at brands like Gucci and Versace, following the revival of iconic 90s styles. This trend's timing coincides nicely with the renewed interest among younger generations in fashion from that era, driven by effective promotions featuring celebrities at major events.

A prime example of this resurgence is the brand Gap, which recently announced its financial results for the fourth quarter of 2024, showing revenue of 980 million dollars (approximately 33.2 billion baht), marking a significant 7% increase compared to previous figures. Specifically, Gap's total sales for the entirety of the year 2024 reached 3.3 billion dollars (around 112 billion baht), a solid indication of its recovery.

These impressive financial results are attributed to the collaborative efforts of CEO Richard Dickson and acclaimed designer Sek Posten. Their strategic vision has been instrumental in propelling Gap's collections back into the limelight, with notable appearances of Gap outfits at high-profile events featuring celebrities such as Anne Hathaway and Demi Moore, both donning Gap alongside luxurious Bulgari jewelry.

Their strategy also focuses on appealing to the preferences of Gen Y and Gen Z consumers, who have shown a keen interest in the nostalgia of 90s fashion. This appeal arises from memories of their childhood or their parents' wardrobes, perfectly coinciding with the resurgence of 90s and early 2000s trends among these demographics.

Popular South African singer Tyla has emerged as a key ambassador for the brand, representing Gap's efforts to resonate with the younger audience.

Founded in 1969 by the Fisher couple, Gap began as a retailer specializing in denim and has since evolved into a significant player in the fashion industry. During the 70s and 80s, it garnered a reputation as one of the premier brands before the value of the company plummeted significantly—by 4 billion dollars—by the end of 2019 due to consecutive losses and layoffs.

The nadir for Gap came in the early 2000s under CEO Millard Drexler, leading to a drastic decline lasting over two decades. Drexler initially transformed Gap into a 90s icon employing celebrity marketing strategies, however, when he left in the early 2000s, the company struggled immensely. This decline came to a head as it faced severe financial issues, requiring the closure of numerous stores worldwide.

Despite a brief period of recovery through collaborations, particularly with Kanye West, Gap faced harsh criticism when the quality of merchandise deteriorated to the extent that products appeared packaged in trash bags.

However, in 2023, Gap appointed Richard Dickson as CEO, who previously succeeded with Mattel, along with the hiring of Sek Posten from Brooks Brothers as head designer. This strategic move is now showing tangible results, demonstrated by the recent uptick in sales and positive reception of new collections.

Fashion industry experts emphasize the importance of continuous innovation for Gap’s long-term growth, noting that it is currently perceived as riding the coattails of nostalgia rather than establishing new trends. This concern emphasizes the necessity for Gap to develop fresh collections that will not only satisfy the nostalgic cravings of its consumer base but also ensure sustainable growth moving forward.