JKR

The retro “trend” heralded by Wispa and Monster Munch already feels so September ‘08 doesn’t it? A few weeks on, the “I 1980” approach seems a little tarnished. Of course this is indicative of retro branding’s problem. “Retro” exploits our nostalgia for youthful memories, but such yearnings are quickly sated when the brand is brought back. Initial interest quickly gives way to a law of diminishing returns and the novelty fades. “You have delighted us long enough”- as (allegedly) a record company once told Van Morrison when declining the chance to renew his contract.

Plenty has been written noting the potentially short-term outlook that the retro trend suggests, its lack of innovative fire and the sense that initially impressive sales figures might be as short-lived as deely boppers’ time in the sun. Which is all perhaps a case of thinking too hard about the topic. After all, if a good profit can be turned from raiding the archives (and Wispa has significantly lifted Cadbury’s chocolate sales, with the firm expecting growth of 4-6%), where is the problem? What follows however, are a few thoughts on brands and categories which are playing the retro card well…

1. Shoe brands show the way.

Trainers regularly take the “old-skool” route, playing to their audience’s inherent snobbery and respect for the “authentic”. Nike’s Air Force 1 is the best selling shoe in the world. Nike sell more Air Force 1′s than Reebok sell in their entire shoe range (apparently).

The original was produced in 1982 and discontinued the following year. Then re-released in 1987…

What we see here is a classic line being restyled and customised, rather than simply being re-presented unchanged. Other brands (e.g Puma) do the same thing more subtly, changing colours and materials to present shoes that are on trend yet which look as if they are from the past. At the other extreme, Nike’s “Vintage Runners” range was a set of re-issued sneakers that took vintage to another level by using all the imperfections of vintage shoes (discolouring of the materials, yellowing of the sole unit, glue stains, the vintage box etc.), giving the customer that feel of discovering a pair of vintage sneakers found in an old sports shop…

What’s impressive, if amusing, about this approach is the ridiculous attention to detail – this is retro branding treated with absurd respect.

Adidas Stan Smiths (born in 1971) are one of the best selling trainers ever, with over 30 million sold.

Below is the Adidas Stan Smith Vintage – Original Tournament Collection that celebrates the tennis heritage of classic Adidas products. They feature the same Adidas Stan clean design with the addition of a green touch for that extra tennis feel. Also, unlike others, this pair features premium quality materials and comes within stylish “Original Tournament Collection” packaging.

The iconic Stan Smith model by Adidas has become the latest template for this City Series. Each design is created with the characteristics of the city. Four cities are represented: Las Vegas, Brussels, Rio de Janeiro and Seville.

The point, again, is that retro routes can be used as a springboard for infinite re-arrangement and innovation. Especially if the original source is halfway decent (rather than a bit loveably naff)!

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