Retrobrands

: das estratégias de comunicação ao consumo pelos jovens

Abstract

Amidst the constant social, political and economic crises, under of stress and uncertainty they live in their daily lives, people yearn for a time for themselves and begin to value and remember moments and good things from the past. With this background, the Retro trend is more and more evident, through the search for the old in the present, whether materialized or in time and space environments. Therefore, this dissertation aims to investigate the use of Retro in the strategies of brands, as well as the consumption of these retrobrands by young people. The creation of a brand is related to the concept of retro, where in turn the strategies of retrobrands are developed making the bridge with the consumption motivation of young people. This investigation is based on the study of retrobrands, or those brands with some retro products or lines, as well as consumers or non-consumers of these brands or products. The methodology used was mixed: interviews were carried out with brands that fall within the criteria of retro/retrobrands; and a questionnaire survey was carried out to consumers and non-consumers of brands and retro products, of various age groups. The results show, on the one hand, that there is an increase in the demand of these brands/retro products due to growth of this tendency to relive the past in the present. On the other hand, retrobrands seek to identify with young adult audience by making the appeal to the old but modernized. Aesthetics and design, in combination with quality, are considered by these brands to be elements of differentiation. Young people, mostly student workers, consume or have already consumed retrobrands/products, motivated by taste due to aesthetics and design, personal identification and afforded authenticity. We also realized that the Retro concept is still on the rise and that many people associate Retro with Vintage, possibly because they both appeal to the past.

Date of Award	12 Feb 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Jorge (Supervisor)