Forum Posts

Md Siraj
Apr 10, 2022
In Fashion Forum
If nostalgia is a human undertone, what can brands do with it? It is time for brands to do nostalgia marketing, so how to do nostalgia marketing? In this paper, the author analyzes the case. The crueler the world, the harder it is for us to let go of the rose-colored glasses of 'nostalgia'. Although the world is changing every day, some things are really difficult to change, such as our memories, our feelings. "I have a little bear. After washing it a dozen times, the hair is bald, and I still can't bear to throw it away. I used to make clothes for it on a whim. When I was the loneliest, it was always with me." "As a senior foodie, I only eat salted duck in Xiaojinling on Yunnan Road, and I must go there every month, because the taste of this place is closest to ours in Nanjing." "Sometimes the song "Broad Sea and Sky" will be played on a single loop, and the prelude will start at the top. Thinking of the few people who sang together at the beginning, I still get emotional." This is the answer to the question "What nostalgic behavior have you had?" Although many times we text message service are reluctant to admit that we are nostalgic for fear of being ridiculed that we are old, our actions are far more upright than our thoughts. Whether it is old things, hometown, old people, or touch, taste, hearing, every element has the potential to trigger our nostalgic behavior. In order to add a real hammer to this matter, let’s take a look at two more research reports: a domestic survey on the post-80s generation shows that 43.7% of people said that they are sometimes nostalgic, 37.5% of people are often nostalgic, and only those who are never nostalgic are nostalgic. 1.5%. Source: YouGov and The7Stars research report Not only we are like this, foreigners are also no exception. In a survey of the British public by YouGov and The7Stars, the question was: If time travel were possible, would you choose to go back in time or go to the future? The answers are telling – 28% chose to go into the future, while 55% chose to go back to the past. It can be seen that the mass base of "nostalgia" is very solid. After layers of foreshadowing, the soul question of this article emerges: If nostalgia is the undertone of human beings, what can brands do to take advantage of the situation? 1. Which one is stronger in nostalgic marketing? Philip Kotler, the "father of modern marketing", once defined "nostalgic marketing" in his book "Management and Marketing in the Age of Chaos": Give consumers a certain nostalgic element stimulation in marketing activities, stimulate consumers' nostalgic feelings, and evoke common symbols in their deep memory,
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Md Siraj

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