From its infectious energy to its captivating trends, pop culture is a dynamic force that influences consumer behavior, even during economic downturns.
Between 2007 to 2009, consumers faced the Great Recession, a period of market decline in economies across the globe. During this time, the music industry saw a rise in “recession pop,” a hyper-commercialized, dance-oriented genre.
Some music that emerged during this period includes Katy Perry’s “Last Friday Night (T.G.I.F.),” Kesha’s “Blow,” The Black Eyed Peas’ “I Gotta Feeling” and Lady Gaga’s “Just Dance.” As consumers bopped along to the songs, pop culture trends also inspired them to open their wallets.
“During the Great Recession, people cut back on non-essential items,” Quynh Mai, CEO and founder of the digitally native creative agency Qulture, told Sourcing Journal. “But when something was considered a must-have through pop culture, they were willing to scrimp and splurge to obtain it, offering consumers a sense of escapism and a feeling of connection during the economic downturn.”
Fast-forward to 2024: While the economy is not as it was in 2009, pop culture continues to play a crucial role in shaping consumer behavior, Mai noted. In fact, pop culture is influencing consumer spending more than ever.
Data from retail intelligence firm EDITED shows that Western influences are shaping fashion trends, with mass market retailers incorporating elements from recent pop culture moments.
For example, Beyoncé’s “Cowboy Carter” release and the collaboration between Lady Gaga and Bruno Mars on “Die With A Smile”—where both singers channeled ‘70s Western fashion in looks reminiscent of Dolly Parton and Porter Wagoner—have inspired fall collections, while also surging sales for companies’ current offerings. This trend is reflected in sales, with cowboy boots making up 18 percent of the best-selling boot styles since May, up 11 percent over 2023, and suede apparel seeing a 62 percent year-over-year increase.
Lady Gaga and Bruno Mars’ “Die With A Smile” cover.
The ‘60s have also emerged as a key era shaping trends, propelled by it-girl Sabrina Carpenter, who is often seen wearing mod dresses with bold patterns, headscarves and dramatic eyeliner, capturing the essence of retro glamour with a contemporary twist, Kayla Marci, senior fashion and retail analyst at EDITED, told Sourcing Journal.
Emily Workman, PR director at fast-fashion purveyor Shein, said the company’s core demographic—women under the age of 35—resonates with pop culture influences in many forms, whether influencers, celebrities or pop stars. But music seems to be a driving force, especially when considering female pop stars’ impact on business.
“Recently, we’ve seen an expected surge in searches for pop stars Taylor Swift and Sabrina Carpenter. For example, the keyword ‘Taylor Swift’ reached peak levels from April to July 2024, near the beginning of her tour,” Workman told Sourcing Journal. “‘Sabrina Carpenter’ saw a brief—but sharp—spike in searches for two weeks in June, and it will be interesting to monitor her popularity in coming weeks following the release of her new album.”
While some trends are “Short n’ Sweet”—the title of Carpenter’s new album—others have dominated for a full season. British avant-pop and electronic superstar Charli XCX’s iconic lime green album cover for her summer smash “Brat” ignited a fashion revolution earlier in the season, reviving Y2K brand Von Dutch.
“There has definitely been a resurgence of the brand on social channels thanks to [Charli XCX’s song ‘Von Dutch’ from her latest album ‘Brat’], that has put us back on the map, especially from a nostalgia POV,” said Meryam Khodja, brand director of Von Dutch. “We are in such an iconic pop culture moment with so many revivals happening, and we feel very privileged to be part of that conversation.”
Jay-Z sports a classic Y2K look, complete with a Von Dutch trucker hat.
Jessica Ramirez, senior retail research analyst for Jane Hali and Associates, said that Von Dutch and other brands, like True Religion, might be seeing a surge because of Charli XCX and other Y2K-centered pop culture influences like Aliyah’s Interlude. However, upticks for logo-centric brands may be more attributable to a passing fad and less attributable to a long-lead trend.
“With pop culture…you do see upticks; the thing is that some of them are just a very quick fad. Von Dutch, I would watch closely,” she said. “The younger generation is very interested in Y2K—and they have been for some time. Tommy Hilfiger had its moment a few years ago, and Calvin Klein did as well…but those brands were already at the top, so it only helped boost them. In terms of Von Dutch, we haven’t heard that name in a very long time.”
Ramirez further noted that True Religion and Von Dutch’s sudden spikes may not be sustainable because young consumers seem to lack an interest in Logo Mania, a hallmark of Y2K fashion gone by, instead favoring items like cargo pants, plaid skirts and wide-leg denim.
Workman said that when Shein sees customers pouncing on a trend, it often lasts mere weeks, though more major trends, like Barbie pink, last longer and make a resurgence around “significant moments,” like the streaming release date.
Despite the cultural buzz, one question remains: Can pop culture actually make a brand recession proof? According to Mai, it “absolutely” can.
“Many companies underestimate the powerful influence of pop culture. Since the beginning of marketing, word of mouth has been the most effective strategy, especially for younger consumers who are skeptical of ads,” Mai said. “Pop culture is one major way to help make a brand recession proof by keeping it relevant and making it a must-have. When pop culture highlights an item, color, service or song, it creates a sense of urgency and desirability, which is important during economic uncertainty.”
But Ramirez said that while many brands may reap the benefits of pop culture clout, sudden surges alone can’t stave off recessionary blues for brands that otherwise fall flat for consumers. Even if pop culture trends can help bolster brands like Von Dutch, if they can’t hold on to that momentum for more than a single quarter, it may not impact the bottom line.
And while the models behind fast-fashion brands like Shein, Zara and H&M may enable those companies to keep up with trends at a more rapid pace than their traditionalist retail competitors, Ramirez said that doesn’t necessarily mean they’re immune to economic hardship.
Consumers who visit these sites in search of a quick deal—or to keep up with a microtrend—may turn their back on fast fashion when they have discretionary income.
Ramirez said brands like Levi’s and Ralph Lauren have proven they’re adept at captivating the consumer, even in times of economic distress. The reason for that may be twofold: the brands have become agile enough in their operations to keep pace with longer-term trends, but they have also managed to offer staples complementary to any season or trend.
“When the consumer is strapped for cash, they’ll go to brands that they trust because the apparel is going to last them longer,” she said. “If you think about where these brands and retailers have been going, it’s downsizing their inventory and investing in core items. That works well for two reasons: One, if you don’t sell enough, you can put it into the next season…and two, on the consumer end, with the style we have going today, the more core products you purchase, the more you can mix and match [those with trend pieces], so you get more for your money.”
