Take
Me Back to the Good Old Days
Ruby’s Trip to Nostalgia Land
Help! We’re Stuck in a Trend Loop! And it’s Getting Faster...
Nostalgia Overload
The Story of the Girl who Lived in the Past
Conclusion Resources to Check Out
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on TikTok: @antimode.zine
us
She walks down the highstreet, swaddled in concern.
A tongue in cheek interpretation of how nostalgia can affect consumers.
Ruby spends her days worrying about the future and if there will be one.
Ruby sees a new advert for Bella Hadid’s 90s inspired clothing line.
Suddenly, she’s transported to a utopia of nostalgia, a time where she is free from fear.
The escape is only temporary. She comes back to the present and spends her days longing for the past.
Everywhere we look… nostalgia, nostalgia, nostalgia. Whether it’s noticeable or not nostalgia is used by so many brands to reach the right consumer. And to tempt them into buying their product. As you can see it’s being done a lot. Like a lot! I think it’s getting to the point where it’s being overdone. It seems to be the go-to to evoke feelings and create brand loyalty. It’s being done by all brands from high fashion to fast fashion. I wonder if a new marketing technique will arise to take nostalgia’s place.
The Story of The Girl Who Lived in the Past.
A poem that explores the dangers of focusing too much on the past instead of the present and future.
So there we are! You’ve made it through our first anti-mode issue! We’ve delved into the mechanics behind nostalgia marketing. We’ve learnt about how nostalgia can affect the consumer. We’ve seen how nostalgia can influence overconsumption, and how nostalgia on social media has affected the trend cycle. We’ve also shown the extent of nostalgia oversaturation in fashion marketing. Then, we’ve even taken a poetic look at how living in the past can be a negative!
I hope you have all been able to see how nostalgia can be used to evoke intense emotions from consumers, which leads to brand loyalty and growth. Is this manipulation? Who am I to say? But I will say, be aware of the pitfalls in nostalgia marketing and wonder what could replace this marketing trend.
20 Years Does the Trick!
https://www.fibremood.com/en/blog/trends/20-years-does-the-trick
Coco Before Chanel (Film)
From Tumblrcore to 2014core, the Nostalgia Loop is Getting Smaller and Faster.
https://www.npr.org/2022/03/01/1081115609/from-tumblrcore-to2014core-the-nostalgia-loop-is-getting-smaller-and-faster
How the 20-Year Trend Cycle Collapsed.
https://www.vice.com/en/article/bvmkm8/how-the-20-year-trendcycle-collapsed
Microtrends, Ultra-Fast Fashion, and the Overconsumption Cycle.
https://www.thecommons.earth/blog/microtrends-ultra-fast-fashionand-the-overconsumption-cycle#:~:text=But%20at%20their%20 worst%2C%20trends,amount%20of%20overconsumption%20 and%20waste.
Mindful Consumption: A 6-Step Guide To Consuming Better.
https://theminimalistvegan.com/mindful-consumption/
Nostalgia: Going Home in a Homeless World
by Anthony Esolen
Overconsumption in the Fashion Industry
https://www.fashionrevolution.org/overconsumption-in-the-fashionindustry/
The Devil Wears Prada (Film)
The Polyester Podcast - The Sleepover Club – Digital Retrofuturism and the Influence of Internet Nostalgia on Fashion
https://open.spotify.com/ episode/726Tg5nWehGy9jUC5yOg7R?si=e8921eb6e2e24ea7
Ugly Betty (TV Show)
Week in Review: Clothing Overproduction, Overconsumption and can Tech Fix it?
https://www.just-style.com/news/week-in-review-clothingoverproduction-overconsumption-and-can-tech-fix-it/#:~:text=The%20 crux%2C%20though%2C%20is%20that,a%20second%2Dhand%20 clothing%20market.
