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Throwbacks = Sales

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We came across an article in FastCo Design about some 7-11 throwback rebranding that’s going on in the company’s Swedish market.

Brilliant move. 

Consumers love throwbacks. They love nostalgia. They love being able to participate in the good ol’ days of a brand whether or not they were even alive in said good ol’ days.

Just look at the NFL and other professional sports leagues. Mitchell & Ness, a sports retailer, has made an entire empire on throwback gear.

Every season, countless teams celebrate any anniversary that ends on a “0” or a “5.” As such, they tend to don the uniform of that era for at least one game. The 80-years-ago Redskins and the bumble bee Steelers are great 2012-13 examples: