THE CONFRONTED WITH INNOVATION TRENDS AND RETRO VINTAGE: A CASE STUDY IN INDUSTRY WHITE LINE

Abstract

Although recognized that there is a trend to launch products with retro design and vintage style, there are few studies that analyze the phenomenon and even fewer that face the apparent paradox of such a trend in times of innovation. Through a qualitative research, based on documentary and bibliographical analysis, this article discusses this phenomenon, seeking to contribute to its better understanding. Concludes that the retro trend and vintage style, as social representations, refer to the desire to retrieve previous moments of the production process or, as claimed by Yamamari (2013), "try to evoke a sense of uniqueness possessed by a handmade product, referring to an era in which the goods were necessarily made with a greater expenditure of time and work, which implies a careful and personalization production method". The social representation of artisanal products, in the symbolic universe, has been appropriated by marketing strategy and used by large enterprise innovation areas, being successful in answering, in the imaginary sphere, the desire of consumers.