From Crocs to Jimmy Choo, brands around the world are capitalizing on the power of nostalgia. While those who are jaded may wonder if it's simply capitalizing on the booming retro IP like the Barbie movie, Ghostbusters and more, I can’t help but think it is a mutually beneficial situation for brands and consumers.
While wearing band tees has long been a way for people to make a personal statement, the expanding collaborations between all aspects of pop culture continues to grow. Tapping into nostalgia creates an emotional connection with the items while also forming a sense of community for fans.
But, as I thought about it more, I realised that the children of the 80’s and 90’s are now the people who are creative directors for these brands. When Kip&Co released their Rainbow Brite collection, their Instagram featured a post showing the brand founder as a child with a Twink as well as their wholesale manager with her Rainbow Brite doll.
In light of the new Jimmy Choo x Pretty Guardian Sailor Moon collection, Creative Director Shandra Choi approached the collection from the angle of a fan saying “I was interested in honouring a true reflection of the Manga, the characters - the escapism, and the idea of the Guardians as pop icons.” While Choi doesn’t go so far as to express whether or not they actually are a fan or not, the commitment to honouring the fans seems apparent.
For the brands themselves, “embracing pop culture revitalizes their image, attracts new customers, and fosters social media engagement.” In a world where dupes are everywhere, collaborations can help extend brand loyalty and excitement - perhaps no better seen than with Oodie. While there are Oodie dupes everywhere you turn, their collaborations with nostalgia inducing icons like Pokemon and Sanrio have cemented the brand as irreplaceable.
What I truly love about these collaborations is the space it gives for adults to indulge their inner child. Combining luxury and nostalgia, like with Loewe and Studio Ghibli, allow career professionals to express themselves without shopping in the kids section. Even more so, I love when brands like Kip + Co can demonstrate why they picked these specific IP’s to collaborate with - it makes me not only feel like fellow shoppers are part of a community but also that the brand is too.
So, does it matter the motives behind the collaborations? Does it matter if they are fans or if they are just looking for ways to increase their sales? If the response and the joy is the same for the consumer, maybe the ethical reasons behind the choices shouldn’t matter?
While I think it can feel a bit icky for a brand to capitalize on something they may have no interest in, many of these brands clearly show dedication and commitment to honouring the fans of these characters, mangas and movies.
