Global Nostalgia Marketing

August 2012 | 45 pages | ID: G22FAAED8C4EN
Euromonitor International Ltd

Abstracts

In an uncertain economic climate, consumers view the past through rose-tinted glasses and are ready to spend on any product or service that can help them recreate the feelings of warmth and security they felt during happier times. At the same time, for the young, retro is seen as cool. This new global report identifies the ways in which companies are exploiting the nostalgia trend, using emotional response to form a bond with consumers and secure their trust and future loyalty.

Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on Euromonitor International’s vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Strategy Briefing market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Contents

Executive Summary
Demand Factors
Supply Factors
  Summary 1 Types of Nostalgia Marketing
the Role of the Media
Impact on Retail and Service Industries
Outlook
the Psychology Behind Nostalgia
Happiness Is Through Rose-tinted Glasses
Creating An Emotional Link With Consumers
Retro Is Cool
the Green Factor
the Need for Comfort and Familiarity
  Table 1 Real GDP Growth by Country 2007-2012
Backlash Against Fast Living
Chart 1 % Respondents Agreeing with the Statement 'I Feel Under Constant Pressure to Get Things Done'
Chart 2 % Respondents Agreeing with the Statement 'Life Used to be Simpler and Better'
Chart 3 % Respondents Agreeing with the Statement 'I Find I am Looking For Ways to Simplify My Life'
Types of Nostalgia Marketing
A Range of Techniques
Keeping Old Brands Relevant
  Summary 2 Brands with More Than 100 Years History in 2012
  Table 2 Sales of Traditional Toys and Games 2006/2011
Bringing Back Old Brands
Retro Packaging and Promotions
  Summary 3 Special Edition Nostalgia Products 2008-2012
Creating A Brand Back Story
Retro Influence in New Product Development
  Table 3 Sales of Men's Sports Footwear 2006/2011
the Role of the Media
the Internet
Impact on Retail and Service Industries
Retail
Leisure
Foodservice
Travel and Tourism
Implications and Outlook
Lacklustre Economy Will Fuel Nostalgia Trend...
...but Will Continue To Dampen Overall Spending
  Table 4 Forecast Real GDP Growth by Country 2011-2016
Living Longer Means More Time To Reminisce
Technology: Going Back To Basics
  Table 5 Forecast Sales of Video Games by Type 2011/2016
Opportunities in Emerging Markets
Effective Ways To Exploit Nostalgia
Chart 4 % Respondents Agreeing with the Statement 'I Like to Try New Products and Services'
  Summary 4 Opportunities and Challenges in Nostalgia Marketing