Nostalgia presentation
// macro trend // fashion culture 3 // level 6 // aleix perdigo ba fashion marketing & communication // 2014-2015 // mied 612
alida husby
t i t l e nostalgia; a multi-functional and dominating macro-trend aligned with the area of neuro-marketing, applicable to various industries with the intention to draw upon consumer memories and emotions. the anatomy, outline and function of the macro-trend, is showed through the selected sub trend “the
90s are back“.
trendbook
n
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2 0 1 5
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2 0 1 6
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in the concept and idea of product or brand recycling rebirth. in the design nostalgic packaging or design to products new neo-nostalgia
“remembrance of things past is not necessarily the remembrance of things as they actually were�.
- marcel proudst
n o s t a l g i a
m a c r o
personal nostalgia
t r e n d
historical nostalgia
social
3.
-
causes
1. belonging 2. emotion reaction to a fast evolving society
YES! we are talking about the
& being nostalgia
90s
remember these? they are back...for better or for worse
flashback
[#flashbackfriday]
calmness yearning safety
throwback
the golden age
[#throwbackthursday]
security psychology
memories
worry free triggers and stimuli
childhood
real subjective
the good o’days
time
togetherness
sentimental
identity
homemade
emotional
meaningful
storytelling
retro
roots
time-period senses
revived past vs. present
comfort disillusion
t h e
e i g h t
g o l d e n
r u l e s
1. acquire and collect as much information related to the target 2. gain background and foundational knowledge from the fields of semiotics, psychology, sociology, marketing and communication 3. create the idea and concept to be cohesive with the values and characters of the company
4. stay true to the brand character 5. show respect and honor for borrowed elements and signifiers 6. always pay attention to the chosen environment, society and market
7. utilize the two way conversation 8. increase the likeliness of triggering a nostalgic feeling though targeting more than one sense
t h a n k
y o u