Warren Satchell, Assistant Professor at Fashion Institute of Technology in New York, told Fibre*Fashion that nostalgia is one of the most powerful merchandising tools the world has because it is rooted in emotion.
“Consumers do not just remember iconic tournaments; they remember where they watched the match, who they were with, the player they idolised, and how those moments made them feel,” Satchell mentioned adding that it is incredibly difficult for a brand to recreate from scratch.
And when brands tap into those memories authentically, they are selling more than merchandise, Satchell highlighted, noting that they are selling an emotional connection. He said that this World Cup, consumers want the graphics from ****, and they want the embroidered crest, the retro colour palette, and the oversized silhouette.
