*OK* So Can We Talk About…The Gilmore Girls Rewatch Phenomenon.
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FULL TRANSCRIPT
Victoria: *OK*… so can we talk about the Gilmore Girls rewatch phenomenon? What season are you in? I just started, I’m still in season one.
Emilee: End of season three.
Victoria: We do it every year.
Emilee: Every year.
Victoria: We talk about it every year. They pop up on social every September, October. I mean, I was younger than Rory when I first watched it. I am now older than Lorelai, at least Lorelai in season one.
I mean, the longevity of the show, the like way it’s inserted itself into pop culture and social media, I think is so fascinating.
It’s interesting because we always talk about like world building in fantasy and superhero movies and things like that. But I think that Gilmore Girls does an incredible job of world building.
And I think as a brand, you have to kind of think that way too. When you step into the Gilmore Girls world, you get this very specific feeling, and it is like, nostalgic and cozy and warm. They do it so effectively, even all these years later, you get that same feeling that you got the first time you watched it. When someone steps into your brand world, how can you kind of create that same vibe?
Nostalgia is trending. The “90s childhood” is what everybody is trying to get back to, even younger generations who didn’t have a chance to experience that, but certainly older generations who feel like they miss that era.
I think it speaks to needing an antidote to what is going on in the world today, which is a lot to take in, creating these spaces of refuge for people. We noticed with some of our clients, we were talking about this the other day, almost our entire social strategy for them on IG stories is just comforting, inspiring content. We do inspo quotes all the time for them and people love it. I think that’s what people need right now.
Emilee: Yeah, with that one brand, it’s not about presenting 10 stories that’s like fully locked and loaded. There’s so much room to kind of present as human and imperfect and also just trying to figure it out that I think even as a brand, people respond to.
People respond to Gilmore Girls, and every year there’s the same conversations about maybe these people make a lot of bad choices or have bad opinions and things like that.
Victoria: Yes, very real characters. And of course, you’re not writing a script as a brand, but you are showing up with a certain brand personality, or maybe you’re showing up as a founder. And I think that that, yeah, messy realness is important too.
