The importance of the past
Introduction
At present, nostalgia is moving the world, since many people consider that it is better what they lived in the past to what they are living in the present and the brands are realizing the importance of the past, because they generate linksemotional with consumers, because remembering is living again.
According to the Royal Spanish Academy in one of its definitions of nostalgia, it affirms that it is the melancholic sadness originated by the memory of a loss. Through nostalgia we can bring many memories full of emotions to our memory. Remembering childhood, adolescence, family, special moments, etc. It allows us to know how our past was and this is part of who we are in the present.
Developing
We are always yearning for the past, wanting to be in those moments where we felt good and happy. According to a Euromonitor report, studies confirm that most consumers remember the past with pink glasses and are ready to spend on any product that can help them recreate the feelings of warmth and security they felt during the happiest times.
Nostalgia marketing takes advantage of those fashions of past times and again to emerge, since this generates a sense of belonging because we all make part to a time with which we feel identified and the brands that is what they seek to connect this generation withThe past because it is a widely used strategy and without an expiration date either by returning with the same product or even taking out a new one, but inspired by some old man recalling ancient aesthetics and adding things that are innovative.
Torreblanca states that brands resort to nostalgia to generate sensations that beat within us. Images, sounds, smells, touches, flavors this generates empathy and trust to reach more people. One of the things that reinforces this technique are traditions these also generate nostalgia for example the way in which a product is consumed or as it is achieved can become traditions.
Currently, we can see in different spaces this type of marketing. As RCN is doing lately with their productions that put them again and all viewers although they have already seen them, they still generate emotions and uncertainty, so a clear example of this is going to happen is Betty the ugly and the kings with the kings withwhich many feel identified and return them to the time when they transmitted it or what Adidas has done with the latest shoes that launched this year but have a great influence of a model launched in 1998.
One of the main target audiences of nostalgia marketing are millennials, they want to hunt new generations with the retro, vintage and all those related to brands and fashions of previous times that stepped strongly the market and emotions that were marked in people in people. Today social networks and brands that point to different markets and one of the objectives is to relive the positive memories of the past.
At present, many of the trademarks are using past icons that marked a trend to attract and hook consumers. Because many of the consumers are excited to see or hear objects, music, fashion and trends that marked their past for that the brands have implemented nostalgia marketing and past trends are very remembered with much emotion and feeling for consumers and thisIt allows to bring the past to the present keep it intact or make a reference inspired by the past and point to the new generations that feel identified with things from the past that generate memories and emotions.
One of the most important keys to nostalgia marketing is to mix yesterday with today to create or return to past emotions that are now gaining strength in the present. For example there is a study that was carried out by the consumer research magazine says that inducing pleasant feelings about the past can provide great benefits for those who seek to attract consumer money.
conclusion
And one way or another for consumers to live the experiences with products, fashions or trends aroused a certain feeling of returning to the past and re -living that same feeling by reminding them of the good times already lived in the past. For brands it is very importantThese consumers move them to relive things that remind them and represent their past.
At present, many brands implement this marketing strategy to capture their consumers by giving them the emotion and feeling of reliving the past and for brands a strategy that generates many profits increased their sales and position themselves in the market by returningto the trends before they marked the consumer and the brand significantly, but also giving it a touch of news, but without leaving the past behind making a mixture of times and emotions generating satisfaction for consumers and profits for brands.
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