I turned 40 recently.
Which I actually felt quite cool about (and not as freaked out as some might think)!
Anyway, I’m not telling you this so I can moan and groan about all the aches and pains that I now seem to have since hitting the big 4-0, but to observe the fact that I now seem to be old enough to notice trends coming around for a second (or sometimes third) time. Who’d of thought leg warmers would ever be trendy again (and neon ones too!). I had a pair the first time round in the days of Fame (which also made a come back) and I’m proud to say I have a pair this time round – although I wasn’t brave enough to get the neon ones!
So who decides what products and fashions should make a come back and entice people to buy them for a first, second or even third time?
It was actually cupcakes that got me thinking… they are everywhere! Big ones, small ones, in all manners of flavours and colours. You can go to cupcake decorating classes, buy ornaments, keyrings, even doormats – the country has gone cupcake mad! But there was a time, not so long ago when cupcakes weren’t cool and going out for afternoon tea was reserved for old fogeys. So which marketing guru decided to make cupcakes and afternoon tea cool again?
Brands don’t always make a comeback, but some are able to turn peoples perceptions of their product on its head. It doesn’t happen very often and requires some seriously clever marketing… Gola trainers – remember them?! They were the cheap (and horrible) trainers your mum wanted to buy you for PE at school, that you didn’t want to be seen dead in. Fast forward over 20 years and Gola are still around, and are now a fashion statement, sold in trendy shops for silly money. Now that’s some brand turn-around for any company! Unfortunately no amount of fancy marketing will change my memory of cheap, nasty Gola trainers that your classmates took the mickey out of so I won’t be buying a pair anytime soon – but then they’re probably not aimed at 40 year olds anyway…
Brands don’t always make a comeback, but some are able to turn peoples perceptions of their product on its head