Retro, Vintage and Nostalgia
Artscape
Bridgeman Art Library
In times of turmoil there’s a
natural urge to put on the
rose-tinted spectacles and
look back at a simpler, more
innocent age. It’s no different
here at GT as we see how card
retailers can benefi t from a little
Retro.
Back Back tto the e futurefuture
Retro is on the rise. Defi nition of American Retro
With its sophisticated, cool, sometimes ironic Retro At fi rst glance Scribbler’s Hammersmith and
take on pop culture and design of the 1930s
Retro is a term used
Covent Garden stores look to be awash with
-1980s, it represents a generational response
to describe, denote
Retro but look closer and what you really see
by consumers against the uniformity and
or classify culturally
are Retro touches and infl uences on many of
slickness of much of today’s mass marketing.
outdated or aged
the designs.
trends, modes, or
Whether you call it Retro, Nostalgia or
fashions, from the
“It really sells well to sophisticated,
Vintage (or all three) the themes of yesteryear
overall postmodern
design-aware customers,” says Procter. “But
are striking a chord with customers like never
past, but have
interestingly it only sells in certain areas and a
before.
since that time
lot of the successful designs feature Retro with
With talk of recession in the air, people are become functionally a bit of fun, colour or innuendo.”
rapidly growing disillusioned with modern life or superfi cially Procter confi rms that while Retro might
and are casting a loving look back the times
the norm once
not be a big seller in the overall scheme of
when it seemed so much simpler. Or maybe
again. Retro-style
things but it does add a touch of glamour to
they’re reminding themselves that despite the
iconography and
the range. One of Scribbler’s big successes
economic turmoil, things aren’t nearly as bad
imagery has featured
are the designs from US publisher, Papaya,
in post-modern art,
as they used to be.
advertising, mass
which manages to combine Retro elements
Whatever the reason, Retro is in, it’s so
media, etc since the
with a big dollop of freaky patterns and colours
now! to build a look that owes more to kitsch than
Cath Tate
time of the industrial
And whilst it may not be everyone’s cup of
revolution.
pure retro.
Cath Tate Cards has some of the most
tea, nostalgic imagery can be a real winner in The term Retro On a more classically Retro level,
innovative and witty designs on the
any card retailer’s range – adding a distinctive implies pre 1990s Scribbler also sells designs from the likes of
market. Amongst our most popular are
edge to the fi xture and breaking up the sea of
and after World War
Kissmekwick, which combines vintage imagery
the Photocaptions Discordia range of old
cute.
2, while retro fashion
and humorous captions, plus Slim & Sugar
photographs, the Loose Knits range of
We also need to add some defi nition to
design is nowadays
and other US publishers like Offensive and
knitting patterns and the Formica Fancies
what Retro actually means. In it’s most basic
increasingly inspired
Delightful and JM Martinez.
range of domestic life from the 50s – all
by the 1930s and
form Retro is nothing more than old photos and “Oddly enough, US product is strong at
captioned with fi endish humour and total
1940s.
illustrations plonked on the front of a greetings the moment,” adds Procter. “It’s going through
disregard for good taste.
card. At it’s more sophisticated Retro can use something of a resurgence after a long fallow
Tel: 0208 671 2166
imagery from a bygone age to refl ect modern period.”
Web: cathtatecards.com
situations and sentiments, which is why many
cards showing scenes from other recessionary
periods like the 30s. post-
war Britain, the 70s and even Artscape
80s/90s are doing so well. Always on target with trends, Artscape’s photographic ranges
To us the term Retro is serve up a liberal helping of retro across the board, from old
shorthand for all things nostalgic cars to childhood sweets and games to 40’s style burlesque.
and vintage, be it photographic “Retro has always been good for us”, says MD Peter
images, illustrations or artwork. Norton. “It’s the new, old, a way of saying you like something
But one person’s Retro can old-fashioned while still remaining up-to-the-minute. Our
be someone else’s kitsch, so customers certainly agree, with many of our retro-styled
it’s necessary to make sure you images regularly amongst the bestsellers.”
don’t overdo it by remembering Cards such as ‘Football Crazy’, with its vibrant depiction
who you’re target consumer is. of 70’s Subbuteo fi gures, appeal to all ages, whether they
This is the case even in the played with them fi rst time round or are amongst younger trend setters for whom retro is ‘the latest
centre of London where John thing’. And who can resist the trip down memory lane evoked by Sweeties with its mouthwatering
Procter’s Scribbler chains of assortment of old fashioned sweets, or Car Collection showing a treasured selection of toy cars.
stores is carving out a lucrative Tel: 0208 681 8368
niche for itself. Web: www.artscapeonline.com
Kissmekwik
22 Greetings Today
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