I have never called a trend in my life. I held out on downloading Snapchat until I was sure it was sticking around. I own one romper and it took me two years to find one I liked. I was the last person in the United States to switch from a Blackberry to the iPhone. I’m being overly descriptive so you understand the weight of what I’m about to say…
The 1920s are back. Lawn parties, below the knee dresses, anything with gin in it and live jazz are seeping from the superficial level of New Years Eve themes to a cultural phenomenon amongst young professionals in cities across the United States. Despite the success of Leonardo Dicaprio as Jay Gatsby in 2013, here we are three years later (?!) and just catching on to the awesome opulence of the roaring 20’s. While New Orleans has always lived and breathed through brass instruments, niche markets are popping up with swing dance classes in Brooklyn, celebrity sightings at speakeasies, Trombone Shorty performing at the 2016 ACM awards, and the aforementioned fashion changes seen everywhere from Calvin Klein to Target.
What this means for marketers is a new focus on opulence and glamour. People want to feel wealthy (think: East Egg, new money (if you don’t get that reference, go read Great Gatsby again and circle back)). To fill this want, services should be held to a high standard of care while products should feel like quality goods even if they’re cheap. As weird as it sounds, millennials are getting older and that means wanting to feel more sophisticated while still having a good time and not breaking the bank.
Enter: Lululemon, rooftop bars, Uber, Trader Joes, boutique hotels and truffle fries. All these products and services come with status and visibility. And that’s exactly what the roaring ’20s was all about. Welcome to the new, old days.