Perception Factors of Nostalgic Communication while Promoting a Fashion Industry Product for Millenials

The study is focused on the problem of examination of factors that shape perception of nostalgic communication while promoting a fashion industry product for millenials. It addresses the question of how visual nostalgic elements in the context of fashion brand communication can influence the tendency to evaluate communication more positively. (in comparison with their absence) Also the study is focused on nostalgia types classification, they are also being adapted to the research design as a result of the preliminary empirical stage. Further, in the context of the study, the author measures the influence of the respondent’s predisposition to a certain type of Self-concept on his tendency to more positively assess a certain type of nostalgic symbols. As a result, it is concluded that the millennial girls tend to more positively assess the fashion brand’s communication if there are nostalgic elements in it; the author also concluded that the presence of a interdependent Self-concept influences more positive responce to the collective type of nostalgic symbols.