Back to the past or when Retro returns to seduce the consumer

Whoever walks through any of the book fairs that are held when the good weather arrives in practically all Spanish cities, will find a good handful of novelties expected to be bought (and many of them possibly manage to position themselves in the top positions of sales lists) that are a hymn to the past. Books that recover the things that children did a few decades ago, books that allow us to discover the games they played and books that are lists of products that were consumed long ago and that no longer exist. Imedio glue, Yoplait yogurts or tracing paper have become an element of the past called now to star in nostalgia.

Why are we so interested in the past and why do we keep the memory of things that no longer exist and products that we can no longer consume with such enthusiasm?”We tend to idealize time gone,” explained Ignacio Elguero, the author of one of those books ( Things that no longer ), in a brief interview, recalling that since all these things are associated with childhood and youth, we remember them from a much more idealized way. And of all those memories of the past, what people like the most are “lost objects”, since they have a powerful evocative effect.The retro cookie tin, the yogurts with a vintage aesthetic or the cereals that we had for breakfast in childhood thus become an element that goes far beyond being simply a product and become a kind of sounding board that is associated with many things and very positive.

But not only the feelings and emotions that the products evoke serve to make us consume all these products and take an interest in all of them. What is it that makes everything old, everything vintage, have so much power over us as saudi arabia mobile company list ? Elguero points out that if we are interested and if those children who drank Yoplait yogurt and hit with Imedio are so interested in the battlesit’s because the world has changed so fast and things have been lost just as quickly, which has been somewhat overwhelming and pushed towards nostalgia. Some studies also point in this line. If we love everything retro and if we start to massively consume all those products with vintage airs it is because they are testimonies or links with a world that, since the debacle of the economic crisis and the uncertainties of the economic recession, seem much more solvent and above all safer and happier.

In addition, you do not have to be certain years to indulge in a passion for retro. Millennials are, in fact, those who are leading the trend and who are indulging in all things vintage with the most passion, perhaps because they are the ones who have been most shaken by the economic debacle and who most want to find a point of safety. All these objects are a point of union with a safer world. In fact, the millennials are the ones who are making the 90s become fashionable again, since it is the decade of their childhood and therefore the happiest of their lives. Clothes from the 90s are back in fashion (even though everyone vowed never to wear them again) and the products that were consumed then reappear in supermarkets.

Products of the past returnBecause this wave of nostalgia that is affecting consumption patterns has, of course, an immediate effect on what brands decide to do and the products they put on the shelves. If the past is in vogue and if consumers want to bring back the things that they had themselves 20 years ago or that their grandparents had 50 or 60 years ago, there is no choice but to keep them happy. That is what makes them have recovered from the midi skirts that women of the 50s wore to the cans in which families of the past kept cookies. Today’s consumer wants it. And brands are more than willing to give it to you.


In recent years, either as a limited edition, as an experiment that has become something that has remained on the shelves or as a result of social pressure in, of course, social networks, brands have been recovering different products that they had ceased to manufacture or that consumers quickly bond with their past. The easiest way to see it is to stop by the detergents and softeners section of any supermarket. Retro scents are more present than ever and the Marseille soap fragrance (a scent that is quickly associated with grandmothers) is something of a constant.

In fact, American fast food chains, which have serious problems connecting with millennials, are recovering elements of their past to try to fit in with them again, since after all these elements were a common issue in their childhood. In the United States, where the separation between millennials and mainstream fast-food chains is more evident, KFC has recovered the Colonel, the figure of its founder to play with nostalgia, and McDonald’s has reinvented the Hamburglar, a character from its advertisements for the Past trying to steal all the burgers.

As they explain from Moosylvania, the chains are trying to return to their roots to get back successful positions. United Airlines has brought back its old slogan and some brands are even bringing back their old advertisements. It is not only that the products of the past return, but also that brands are also playing with the elements that led them to sell them before to sell them now. “All of us love to have a connection with our personal history and brands understand that they need to fit in with people on an emotional level,” he says on the agency blog Chace MacMullan. Remembering the past is the best way to recover that link.

To succeed you have to have common linksBut to make all this commitment to the past become something more than simply an attempt to position itself and a coin tossed in the air to try to reap success, certain elements must be taken into account. The first is that nostalgia is a powerful sales engine. In fact, according to a recent study, nostalgic elements make consumers more inclined to spend more .

However, nostalgia is not worth by itself or not just any nostalgia. De Phone Number have to understand what is being shown to them and they have to feel nostalgia as their own. That is, launching into recovery, let’s say, the Middle Ages would not have a real impact on consumption. No one is really going to feel nostalgic for the Middle Ages. In the first place, because the living conditions were much worse than now. And, secondly, because common links are lacking.

What makes nostalgia triumph as an element to sell is that the products that are launched and the consumers have common links: they all start from the same references . The product is appealing to a reality that the consumer knows and that quickly decodes.

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