Legacy Brands Leverage Y2K Nostalgia to Capture Gen Z Spending
Gap, Coach, Bath & Body Works and Pizza Hut are reviving 1990s‑early‑2000s aesthetics with TikTok‑friendly ads, turning the “millennial ache” into a revenue driver for Gen Z. By pairing retro visuals with influencers like Hailey Bieber, they monetize nostalgia that this cohort never lived through, boosting relevance and sales.