NOSTALGIC EVOLUTION OF MARKETING: RETRO MARKETING

Abstract

Along with the postmodern transition of marketing, new concepts in marketing started to emerge. Retro,  one of these concepts, has begun to be used as a marketing variable in order to create demand by revitalization in the products that are forgotten or about to be forgotten. Retro marketing aims to introduce products or services in a nostalgic structure. Retro products give pleasure to consumers because they are products that remind us of a past memory event or an object. Therefore, while creating a brand identity and brand image, companies try to appeal to the past aspirations of consumers by aiming to give more pleasure to the consumer. The main subject of this study is retro marketing which has been gained to marketing literature as a contemporary concept. In this study, the concept of retro marketing is examined from various perspectives. First, detailing the relationship between nostalgia and retro, then the characteristics of retro marketing is explained by the differences between traditional marketing and retro marketing with the retro marketing examples in Turkey and the World.