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1990s style back in fashion: Google shopping blog
Aug '13
Yes, there is no muddling up – the 1990s fashion like high waisted jeans, crop tops, overalls, Zubaz pants, etc. are actually making a comeback, according to Google.
In recent months, there has been a significant rise in the number of people searching for ‘90s style clothing, particularly in the US, according to the Google’s shopping blog analysis.
In the US, searches for high waisted jeans increased by over 120 percent in July 2013 as compared to July 2012, while those for crop tops grew by over 110 percent, acid wash shorts by over 50 percent and grunge clothing by over 80 percent, the analysis shows.
According to Google Shopping searches that generate the “Product Listing Ads”, searches for overalls grew by over 180 percent year-on-year during the month, while those for Zubaz pants by over 150 percent.
Google says, aiming to cash in on these findings, several companies and online marketers are now adjusting their marketing strategies, particularly to draw the customers who are witnessing this trend for the first time.
Some of the firms have been quick enough to adapt to these new but old trends like US-based clothing manufacturer brand American Apparel, which after experiencing a spike in interest for ‘90s style high-waisted jeans and shorts, quickly incorporated these and other retro styles like crop tops and bucket caps in their collections and launched display campaigns for the same.
Meanwhile, another US-based clothing retailer brand Urban Outfitters also acted fast to include ‘90s style like high-rise jeans in their collection.
Further, the comeback of the ‘90s trend can also be witnessed in some of the recent collections by some of the renowned designers like Marc Jacobs and Alexander Wang.
Presenting the Spring/Summer collection at the NYC Fashion Week earlier this year, Marc incorporated many ‘90s inspired grunge clothing styles like True Blue Multi Marieka tulip jumpsuit and black fishnet sequin crew neck gown. 
Alexander Wang, whose collections are also believed to usually draw inspiration from ‘90s, also presented a set of ‘90s influenced clothing like shorts, boxy jackets, leather shifts and dress shirts, though with some modification.

Fibre2fashion News Desk - India

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