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Businesses in Bloomington are impacted by Gen Z’s revival of historical trends

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Bloomington, Indiana – Book Corner is bustling with activity on a chilly and snowy Saturday in Bloomington, offering a haven from the weather. While perusing the shelves, college students pause to peruse the back cover. The sounds of hangers gliding over the racks fill Cherry Canary Vintage Clothing, a few blocks away, where consumers are surrounded by vibrant clothing from bygone eras as they look for the ideal retro item. Since many Gen Zers find solace in retro and vintage lifestyles, these scenes are becoming more and more prevalent in Bloomington.

In an email, Edward Hirt, an IU professor of social psychology, stated that nostalgia for stories, films, and events can make people feel as though their lives have purpose, even if they haven’t experienced it firsthand.

“It’s nice to think back on times in the past where you had good times, experiences, and felt loved when things are chaotic or unpredictable,” he added, “because it gives us a sense of continuity with our past, a sense that we can get through changes, and that is reassuring and comforting.”

Over the past few years, Cassie Sloan, owner of Cherry Canary Vintage Clothing, has noticed an increase in young people’s interest in retro and vintage apparel.

ThredUp, an online consignment and thrift business, reports that the U.S. market for used apparel rose by 11% in 2023, which is seven times faster than the whole retail clothing industry.

“It appears that people are much more interested in vintage and sustainability,” she said. “And there has undoubtedly been a rise in the popularity of ’80s and ’90s content, so I would presume that’s the nostalgic component.”

Sloan added that social media, with apps like TikTok boosting engagement, has helped her store attract more consumers.

Customers who interact with businesses on social media, such as liking postings or following businesses, spend up to 40% more than other customers, according to a Bain & Company report.

“A year ago, someone created a TikTok story about my shop, and I noticed a significant increase in followers,” Sloan said. However, I don’t use social media too often, so I’m sure it would be beneficial. And for a while, I believe that did help draw some more customers into the store.

In a similar vein, Book Corner staffer Connor Kilander stated that many of the Gen Z patrons are from “BookTok,” a subculture of users who talk about books on the social media platform.

He remarked, “I’ve seen a lot of people coming in asking whether we have some books that were on BookTok.” “It keeps a lot more younger people coming in, and sometimes we do, sometimes we don’t, but more often than not we do.”

Kilander also claimed that retailers like Book Corner remain relevant because of the demand for physical copies of books.

In addition to printed book sales rising yearly since 2013, independent bookshops in the United States have expanded by 49% since 2009.

He stated, “I still find that people prefer to hold a hard copy of something in their hands.” It’s safe to assume that a large number of younger people still prefer to read and own books over listening to audiobooks or purchasing them online, regardless of whether they do so for materialistic reasons or simply because they enjoy reading.

Due to the growth of e-commerce, consumers value the experience of shopping for tangible items, as Morgenstern Books has done, according to Christopher Emge, senior director of government and community relations for the Greater Bloomington Chamber of Commerce.

“Going in there and creating an atmosphere that says, ‘Oh, I want to hang out here for 45 minutes to an hour, I’m going to get a cup of coffee,’ is just as important as the books they have.” “So, it’s the physical goods experience,” he stated.

According to Hirt, Gen Zers might discover their identity by interacting with fashions, music, or trends that inspire nostalgia.

According to Hirt, “we believe that people want to feel continuity in their sense of self and their identity.” Remembering those early experiences and periods can help us feel more authentic and in touch with who we are. “This is who I am; these events and memories help define me and make me the person I am today.”

According to Emge, local firms should be aware of how trends shift while also comprehending the nature of current trends, such as the return of retro.

“One thing that the companies need to understand is that the market for this winner isn’t the same as the winner three years ago; it’s like music tastes a little bit different,” he said. “A hit five years ago is not always a hit today, and a hit today is not always a hit five years ago.” Therefore, those preferences and everything else are always changing.

According to Hirt, historical nostalgia—a type of nostalgia in which a person may not have witnessed a particular period directly but instead experienced it through media or even through other people, such parents or community members—is a regular occurrence among Gen Z.

The Collective Memory Theory, developed by philosopher and sociologist Maurice Halbwachs, describes this phenomenon as a shared and created memory of a former event or idea that makes people feel as though they can relate to what it was like to be a part of it.

According to Kilander, a location or structure like Book Corner’s history fosters a bond between nostalgia for the past and present.

“For instance, this bookstore is 60 or 70 years old, and every day I hear a lot of people say, ‘Wow, this is amazing,'” Kilander said. “The store is really grounded and has a friendly vibe. It feels both new and old at the same time, but it’s definitely friendly.

According to Emge, college students value Bloomington’s local companies’ distinctiveness and heritage.

“It’s enjoyable to visit these smaller, distinctive stores that are distinctively Bloomington and quite different from their origins,” he said.

Sloan added that Gen Z finds her business appealing because of the clothing’s everlasting style and historical significance.

Sloan stated, “I found it fascinating that a dress from the 1940s and 1950s was more timeless and in better shape than something I could go buy new and would last longer.”

Despite the fact that nostalgia has its advantages, Hirt cautions against romanticizing and ignoring the past.

“If you have ever seen the film ‘Pleasantville,’ it really does an amazing job of depicting this, as the main protagonist yearns for life in the 1950s, as portrayed in a favorite television program, only to have the opportunity to actually go there and see what it is like more fully, for its drawbacks as well as its strengths,” Hirt said.

Notwithstanding its drawbacks, Hirt thinks nostalgia can foster relationships and re-establish a link with the past.

According to Hirt, “we learn from the past.” “We also frequently do this with others, so it is done voluntarily and with others in order to collectively recall past experiences. By sharing these sentimental memories together, it can strengthen relationships with others.”

 

 

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