With over 75.3bn views on TikTok for the still-popular 90s trend it's no surprise marketers are looking to capitalize on the cultural moment.
Tara McRae, Clarks' global chief marketing and digital officer, says that Clarks has the authority to tap into the 90s trend because it is authentic to its heritage. "We won't do anything that's not authentic, we will not just jump into a trend because it's there. If it's not authentic to Clarks and it doesn't fit our aesthetic and our brand DNA, we won't do it."
Claire's The iconic 90s mall jewellery brand has had a major comeback with its 2021 net sales at $1.4bn...
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