Trends are cyclical. Mid-century modern furniture is now the hottest thing in home decor, people are buying vinyl records in record quantities, and according to NPD Group research, fanny pack sales have more than doubled in the past. the past two years, two decades after buy email list the accessory was last in vogue.Repeated throwback campaigns by products, trends and brands are now commonplace in the cultural zeitgeist, but some classic brands are taking a different approach in their marketing by creating new experiences instead of revisiting old memories.
These are not cases of the same marketing audiences rediscovering the products they once loved: in many cases, new consumer groups are finding their way to buy email list the brands and products of yesteryear.A number of variables may be at play when these resurgences take place. Curbed covered the impact of hit TV show Mad Men on renewed demand for retro furniture. But what's often overlooked is the role brands themselves play in engineering a comeback and return to relevance through the power of a new, dedicated audience. While brands can and do use nostalgia to reinvigorate a stale consumer base.
Many cases of legacy brand marketing succeed buy email list by telling a new brand story that appeals to younger audiences. Telling new stories for a new generationFew historic brands have enjoyed consistent success over decades simply by sticking to the same brand story. As consumers and trends change over time, brands must find ways to exploit these trends to maintain or increase their appeal.Look at the transformation undertaken by McDonald's. Even as the world's largest fast-food company and one of the most recognizable consumer brands,