In an era where ‘old’ has become the new beacon of fascination across various aspects of our lives—be it in our culinary choices, fashion preferences, or even our television selections—the resonance of nostalgia is undeniable. A testament to this trend is the surge in sales of archival fashion, with a staggering 439% year-on-year increase reported by TheRealReal, a leading resale platform.
The question arises: Should established brands simply anchor themselves in their past to ride this wave of nostalgia? The answer, however, is a nuanced one. Heritage, once defined by a classic aesthetic or storied history, now demands a more dynamic approach. Relying solely on the laurels of the past may not suffice, yet attempting to chase contemporary trends too ardently risks losing the very essence that makes a brand timeless. It’s a delicate balancing act, one that is not just advisable but imperative. According to Havas’ Meaningful Brands Report, a staggering 75% of brands could vanish overnight without leaving a noticeable void in consumers’ lives—a stark reminder of the precarious position many brands find themselves in.
For heritage brands aiming to remain relevant, there are strategic approaches to remain not only in the consumer’s mind but also ahead of the curve.
Reframe Luxury Through Personal Connection:
Luxury, when rooted in heritage, doesn’t necessitate a heavy-handed approach. Take the recent rebranding of The Dorchester, a luxury London hotel, as an example. The subtle embrace of heritage ensures a brand remains poised for the future. Similarly, for Dickinson & Morris, pork pie evangelists with 170 years of history, connecting traditional craftsmanship to future enjoyment became paramount. Emotionally resonant messages like ‘Made in Melton Mowbray, enjoyed just about anywhere’ establish a bridge between tradition and modernity, creating new traditions for consumers.
Reflect the Attitudes of Your Community:
Instead of fixating on a particular time period, heritage brands can focus on a specific place or feeling. Bundobust, for instance, mirrors the spirit, personality, and culture of each location, fostering a sense of community that transcends geographical boundaries. Hunter, the iconic Wellington boot brand, expanded beyond its British countryside origins by reframing ‘original’ to encompass a mindset rather than a specific space or time.
Use Old to Sell New:
Blend traditional techniques and ingredients seamlessly into a contemporary setting. Guinness exemplifies this with its ‘Nitrosurge’ pouring device, marrying a historic product with modern tech. This not only caters to lifelong fans but also attracts new ones by offering personal and nostalgic connections. Conversely, heritage brands like Madre Mezcal introduce new product lines, such as the Madre Desert Water seltzer range, maintaining a connection to tradition while adapting to modern preferences.
Take Your Story Out of Past Tense
Instead of dwelling solely on the legacy left behind, consider the one you wish to forge. Badger Brewery, with 240 years of brewing history, faced the challenge of appealing to a new generation of beer drinkers. Rather than conforming to modern craft beer tropes, they embraced their characterful personality, weaving local legends into the modern drinking experience to provide a moment of escapism.
In the ever-evolving landscape of brand relevance, the key lies in trust—how it’s built and how it’s maintained. Heritage brands must navigate the fine line between authenticity and resonance with contemporary values. By marrying their mission and purpose with the elements that consumers already love and feel nostalgic about, these brands can find their place in the current moment and establish a connection that feels inherently right. So, rather than looking outward for inspiration, heritage brands are encouraged to look inward, as therein lies the roadmap to breathing new life into their timeless narratives.