In China, marketers embrace nostalgia — and entice customers
More than a year after his passing, the King of Pop still gives a helping hand to marketers – sequined glove and all.
Whose lover is she? Better talk to marketers in China about that one.
According to Advertising Age, retro marketing, such as the nostalgia of Michael Jackson, is one of the newest ways of tapping into the country’s huge selling potential.
In Europe and the U.S., nostalgia has proved a key marketing tactic for decades. In China, however, the trend is only now taking flight, as the population seeks to recall the politically stable 1980s — hence the Michael Jackson fondness — and push aside memories from the more turbulent ’70s.
Become a Ragan Insider member to read this article and all other archived content.Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.