Image Source Google
We have explored how VR and AI will be transforming the retail landscape throughout 2017. Whilst conversations surrounding retail tech has be entertaining our team for quite some time, there are always antithesis perspectives to be enjoyed. Nostalgia will equally metamorphose in 2017 and retail must take note.
Last year, we witnessed the social phenomenon of Pokemon Go and to date the game has surpassed 650 million downloads. Since, we have witnessed the sequel of Trainspotting, a nostalgic film that explored a wasted youth. The original 1990’s film explored economical depression and urban poverty.
Following Brexit and the election in the USA, economical uncertainty is prevalent, fuelling consumer anxiety surrounding the future geopolitically. As such, the Trainspotting sequel is a timely reflection of societal attitudes.
We have established how consumers are living in an era of distrust. With consumers experiencing negative emotions, Nostalgia is a powerful tool to create pleasant emotions and meaningful experiences.
Not only are consumers anxious politically, technology is prompting concern over the role robots will partake in our future world of work. Starring Ryan Gosling, Blade Runner 2049 will launch in October this year.
The film is another sequel of 2017, occurring thirty-five years after the original in 1982. The original film explores a dystopian Los Angeles set in 2019, portraying genetically engineered replicants manufactured by Tyrell Corporation and that are indistinguishable from humans. At the time, technology’s future proved to be fuel apprehension and the film reflected societal suspicion. Similarly to Trainspotting 2, the Blade Runner 2049 sequel depicts the questions, fears and uncertainty that resonate with consumers today.
Nostaliga offers feelings of sentimentality and reflecting on the past provides comfort and familiarity. Nostalgia is thus the antidote for consumers beset by political and economical uncertainty.
Image Source Nokia
Nokia has not long announced that it will be reintroducing its Nokia 3310 by the second quarter this year. By championing their iconic, seventeen year old phone, the brand is trading on nostalgia within their strategy to emotively woe consumers.
The fashion industry is also borrowing from the past. Last month, London and New York Fashion weeks documented the 1980s and 1990s as key influencer decades within designers’ collections. This was reflected in Marc Jacob’s show as models sported oversize MTV sweatshirts and metallics.
Similarly, Topshop’s London Show was inspired by the Cool Britannia era of the 1990s. Designs referenced the 1996 backpacker utopian novel The Beach by Alex Garland. The millennials of today were children in these times. By referencing their childhood and past, brands can provide an antidote to uncertainty that they face today as adults.
Whilst 2017 is the year for that VR and AI will be in the spotlight within retail, nostalgia will also be an important and powerful tool if implemented with strategic innovation.