Connection with the vintage universe is the essence of research carried out by the Guia dos Melhores platform, attesting that 83% buy products
The retro wave is on the rise. Nestl’s KitKat brand, for example, is promoting sustainable fashion and the circular economy through a partnership with thrift stores B.Luxo, owned by designer Paula Rondon, and Fugaz Vintage, owned by Igor Palmerime and Ana Luiza Mendona. Amazon has a portfolio of modern items, but with vintage designs, such as record players, to meet the demand for the nostalgia of vinyl cookies. Brastemp has a collection of minibars with a vintage touch. Kneading a ham sandwich in Estado or a bauru in Ponto Chic is part of this connection in São Paulo, as is a list at Praça Benedito Calixto, which displays watches, clothes, furniture, typewriters, etc., a productive playground for architects and connoisseurs. In audiovisual terms, remakes of Barbie and Top Gun nod to the mold.
The trend is supported by research carried out by Guia dos Melhores, an online product evaluation platform, which sought the opinion of 500 Brazilians of all ages and regions of the country. Betting on this feeling of nostalgia is, today, a market trend that has been winning over many consumers. Fashion seeks to bring back products that carry memories of childhood and adolescence of many generations, making an emotional connection with good moments lived in the past, which, therefore, have been increasingly remembered in the present, explains the statement sent by the Guide dos Melhores, by Eduardo Scherer, who also mentions advertising in his analysis.
Our main focus is the relationship between consumers and products, and we know the importance of advertising for a company to be successful. When we test a product to put its information on our website, we often know in advance the reach that this item will have according to the investment in advertising and marketing made by the brand. Speaking more specifically about the nostalgia trend, we can see the strength that advertising, combined with the feeling of nostalgia of an entire generation, has on the market. In audiovisual, we see films breaking box office records; In the fashion segment, clothes and accessories that follow the trend are once again part of consumers’ daily lives. Within our specialty, which is electronics, we noticed an increase in searches for nostalgic products that hark back to the 1980s, 1990s and 2000s, including digital and analog cameras and discmans themselves. This entire universe is moving the market in an impressive way. It’s a sign for brands to pay attention to trends to create successful campaigns and products, he considers.
The Guia dos Melhores study points out that the items highlighted by those interviewed were the videocassette recorder, with 57% of the responses, and, subsequently, tube TVs, remembered by 43% of the respondents.
(Credit: Travis Yewell on Unsplash)
Read the full article in the print edition of September 25th
