Google Searches Show '90s Fashion is Back in Style

Google has released new retail industry shopping insights finding that '90s-era styles are making a comeback.

April Anderson, Google's Retail Industry Director, noticed significant increases in searches for many of the popular fashions of the 1990s, when comparing July of this year to 2012:

  • Searches for [crop tops] were more than 110 percent higher.
  • Searches for [high waisted jeans] were more than 120 percent higher.
  • Searches for [acid wash shorts] were more than 50 percent higher.
  • Searches for [grunge clothing] were more than 80 percent higher (and climbing rapidly so far in August).
  • Searches for [bucket hats] were more than 120 percent higher.

This all makes sense. These styles are perfect for the upcoming school year and will make great gifts during the holiday season.

In addition to these fly fashions, a few old school favorites have become a curiosity to new generations seeking comfortable pants:

overalls-nsync

Google Shopping search queries that produce Product Listing Ads have increased from July 2012 to July 2013 in the U.S.

shop for overalls asos on Google

  • [Overalls] queries increased by more than 180 percent.
  • [Zubaz Pants] queries increased by more than 150 percent.
  • [Round Sunglasses] queries increased by more than 100 percent.
  • [Jelly Sandals] queries increased by more than 180 percent.

One of the advantages to PPC and AdWords is the ability to be flexible and quickly meet the demands of consumers. Often we can predict increases in interest and demand from search volumes and click-through rates (CTRs).

Google called special attention to comeback of Zubaz, and how the company’s advertising campaigns are poised to reach consumers ready to, "embrace the awesomeness of Zubaz". Check out this then and now, comparing a 1991 print ad:

zubaz-marino

To a 2013 mobile search ad:

zubaz-mobile-ad-phone

Other companies like Marc Jacobs, ASOS, and Hasbro are having similar experiences and also totally embracing the '90s through their PPC campaigns, Google reported.

A final word of advice for shoppers and retailers: keep an eye out for these styles, especially as we inch closer to the holiday season.

Party on, Google!

About the author

Lisa Raehsler is the founder and principal strategist at Big Click Co. , an online advertising company and Google AdWords Certified Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. More than just passionate about search, Lisa has led strategy on dozens of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns with ecommerce websites, behavioral targeting strategies, and web analytics.

In addition to agency work, she has led successful online marketing programs at Thomson Reuters in search marketing, merchandising, and ecommerce strategies at the enterprise level.

Lisa frequently lends her expertise to the search industry through organizational involvement, speaking, and writing. She has participated extensively in the local interactive community, as well as at national search engine marketing conferences. Lisa's recent speaking engagements include SES, OMS, MIMA, HeroConf, and SMX conferences, as well as numerous private and public training engagements. As a columnist for ClickZ, she writes on the topic of paid search. She holds a BA in Economics from Valparaiso University and is a Google AdWords Certified Partner.