There’s no question that American consumers thirst for new products –
as the booming sales of camera phones and plasma TVs attest. But marketers are
also noticing a growing demand for products from the past. This trend is affecting
everything from cars to candy.
What is driving this trend? The desire to escape from the stress of the 24/7
workday. The need for a sense of permanence beyond the latest fad in technology.
And, at a time when the headlines scream of terrorist attacks, corporate scandals,
and war casualties, Americans are seeking the comfort and security of a more
peaceful past.
Let’s explore how the retro trend is affecting seven industries:
1. In household furniture and appliances, designs from the
1950s, ‘60s, and ‘70s are popular all over again, according to Time
magazine.“The mid-century look is finding its way into every room in the
house,” the newsmagazine reported in late April. Consider a few examples:
- One of the top-selling tableware lines at Marshall Field’s is an updated
version of Fiestaware, which adorned the tables of many homes in the 1950s.
A Web site for Fiestaware collectors, mediumgreen.com, boasts of “107,472
messages posted by 5,782 registered users.”
- KitchenAid has introduced a new line of kitchen gadgets, called Pro Line,
that combine retro looks and high-tech performance. Its espresso machine features
analog instead of digital displays, and rather than the sleek Euro styling
of other espresso makers, it has the thick handle of an old orange juicer.
- Pots and pans created by designer Marc Newson for Tefal feature
Bakelite, an early type of plastic that was used in cookware in the 1930s
and ‘40s.
- Elmira Stove Works offers vintage-styled stoves and refrigerators
patterned after the 1950s appliances.
2. In clothing, the big fashion trend is nostalgia. During
the ready-to-wear Fashion Week runway shows, held in February to preview the
fashions for Fall 2004, the 1950s look dominated. According to the San Jose
Mercury News, women should “find inspiration — and maybe even
a few wearable pieces — in your mother’s closet or your...
