By Ellie-Rose Davies, Content Manager at IMRG

More and more we are seeing nostalgia play a powerful role in what consumers engage with, and many retailers are actively leaning into nostalgic marketing to welcome stronger connection and engagement.

We saw this recently with the Hannah Montana 20th anniversary, where retailers like Hollister, Zara and Skinnydip London brought the nostalgia to life through product ranges that connected directly with their audience’s childhood.

At the same time, brands are leveraging their own heritage more strategically, with Kraft Heinz and Walkers reintroducing retro packaging and flavours to re-engage existing audiences, while also attracting younger shoppers through the appeal of a ‘retro’ aesthetic.

We spoke with our community of industry experts to help retailers understand how to embrace nostalgia effectively.

Responding quickly to nostalgia-led trends

When a nostalgic moment lands with your audience, acting quickly can make the difference between observing a trend and benefiting from it.

Stuart Greenfield, UK and European Sales Director at Advanced Supply Chain, highlights the importance of speed to market when these moments gain traction. He points to M&S’s recent ‘90s edit’ as a timely example.

Fuelled by renewed interest in Carolyn Bessette Kennedy’s signature minimalist style — sparked by Disney’s viral Love Story: John F. Kennedy Jr. and Carolyn Bessette series — the trend quickly translated into product.

Within days of the finale, M&S launched its ‘90s-inspired edit, reflecting CBK’s polished aesthetic, with several pieces already selling out.

Stuart expands on both the opportunity and operational considerations when executing against trends:

‘Trends-led ranges can drive year-round success, as SKUs are constantly shifting with demand. Get the strategy right and retailers will ignite a self-perpetuating sales cycle where shoppers build the brand for them.’

‘Frequent range drops can repeatedly build consumer buzz and social media sharing, which encourage store footfall and keep the tills ringing.’

However, Stuart notes that ‘with high reward comes high risk.’

He expresses that ‘Trends-led ranges demand a precise balance between supply and demand, because they rely on rapid range refreshes and fast-moving, high-turnover of stock inventory.’

‘Misjudging volumes can quickly become costly. Understocking leaves shelves empty, weakening the in-store experience and frustrating shoppers. Overstocking risks waste, proving a real concern for younger shoppers growing increasingly conscious of their environmental footprint,’ says Stuart.

‘Reliable supply chain data and connectivity, and optimised pre-retail processes form the foundation for selling trends-led ranges.’

‘Every part of the supply chain, from point of sale to source of supply, through to the warehouse management system, should communicate seamlessly. This supports accurate inventory forecasting and management.’

Stuart says, ‘Streamlined pre-retail processes get products ‘retail ready’ for sale, boosting speed to market to ensure stock is on sale when it’s on trend.’

Grounding nostalgia in real customer understanding

While nostalgic marketing can be powerful, its impact can depend on how well it reflects the audience it’s intended to reach.

Retailers can improve results by starting with a clear understanding of their customer, then using data and insight to ensure nostalgic references feel relevant and authentic.

Speaking with Kevin Griffin, VP Growth at PXP, he emphasises why this needs to start with the audience.

Kevin expresses that ‘Nostalgia is one of the most powerful tools in retail marketing, but it only works when it feels earned.’

‘Consumers are quick to distinguish between brands that genuinely understand their cultural identity and those chasing a trend for the sake of it,’ reveals Kevin.

‘Retailers looking to get this right should start with the customer, not the cultural moment.’

Kevin recommends to ‘Ask who your audience actually is, what they grew up with, and whether your brand has a credible place in that story.’

‘The campaigns landing right now signal to a specific group: we know who you are, and we are part of your story.’

Kevin exclaims, ‘Nostalgia borrowed without authenticity spikes and fades. Rooted in real customer understanding, it builds something far more durable.’

Adding to this is Justin Thomas, VP Sales EMEA North at Akeneo, who explains how this understanding can then be scaled effectively.

‘Nostalgia only works when it is authentic, consistent and supported by data that is structured, enriched and personalised; the only way to turn sentiment into measurable growth,’ says Justin.

‘Retailers are using Product Information Management (PIM) and Product Experience (PX) to identify which eras, references and cultural cues resonate with specific audiences, and then deliver them consistently across every touchpoint.’

Justin reveals how ‘Agentic AI can now adapt these narratives in real time, tailoring product stories to individual preferences without losing brand coherence. The impact for many is stronger emotional connection and higher conversion.’

Garret Cunningham, VP of Customer Experience & Optimisation at Columbus, highlights how this translates into measurable outcomes.

‘We run regular one-to-one interviews and user testing sessions with our clients’ target audiences,’ shares Garret.

‘Time and again, we see that building emotional connections is far more effective at driving strong brand recall and increasing the likelihood that customers will consider a brand in future purchase decisions.’

Garret says, ‘We have used Biometric data to track the emotional responses to ads, followed by recall and consideration surveys and the data backs this up.’

‘With competition for users’ attention at an all-time high, creating an instant connection when users land on our clients’ websites is vital.’

The impact is that ‘This helps reduce bounce rates, capture attention, and keep users engaged. In turn, it helps reduce wasted spend and improves conversion rates.’

Garret argues that ‘Having creative which the user can connect with instantly keeps them engaged and, on the site longer.’

Using emotional connection to inform smarter promotions

Nostalgia-led ranges often drive strong initial demand, reducing the need to rely on blanket discounting.

Instead, the opportunity is to use promotions more selectively, targeting only those customers who show signs of hesitation, rather than discounting for all.

Dan Bond, VP of Marketing at RevLifter, explains to retailers how they can have an effective approach that strike that balance.

He argues that ‘The retailers winning with nostalgia aren’t just referencing the past. They’re recreating the feeling of discovery.’

‘Limited drops that echo the thrill of finding a rare toy in the 90s. Retro packaging that feels like opening something your younger self would have loved.’

Though, he reveals ‘The challenge is connecting that emotional pull to a purchase decision without diluting it with aggressive discounts.’

‘The brands getting it right use nostalgia to create desire, then offer targeted incentives only where hesitation appears.’

Dan says, ‘You’re not competing on price. You’re competing on connection. The moment someone feels something, that’s when smart promotion strategy matters most.’