Focus Group Participants

Hi everyone :)

I’m a Management master’s student at JKU currently writing my master’s thesis on secondhand nostalgia in the fashion industry.

My research explores why young people feel nostalgic for eras they never experienced themselves (for example the 80s, 90s, or even early 2010s), how this nostalgia is shaped through social media, TV shows, and digital culture, and how it influences interest in retro fashion and brands.

For example:
Why are models like Adidas Spezial or Nike Cortez so appealing compared to completely new shoe designs?

To research this topic, I’m organizing focus group discussions and I’m currently looking for participants who:

- are between 18-30 years old
- are students (full time or part time)
- have some awareness or interest in fashion
- use social media at least occasionally (Instagram, TikTok, etc.)

The discussions will take place at the JKU campus (House of Schools building) during the second half of June (15th-30th).

Possible times:
- weekdays after 18:00
- Fridays before noon

The discussion should take around one hour. There will be snacks, interesting examples from fashion and media nostalgia, and hopefully a fun discussion overall :)

If this sounds interesting to you, or if you simply want to help a stressed thesis student finally graduate, I would really appreciate your participation!

Feel free to message on Whatsapp (+385917265888).

Also happy to help anyone else with surveys/interviews in return :)

An example of nostalgia in branding:
https://www.soccerbible.com/performance/football-boots/2024/06/are-nike…

https://www.soccerbible.com/lifestyle/clothing/2023/11/adidas-launches-…