Publicação
Going retro in a high-tech: How analog lomographic cameras survived the advent of digital cameras society international world: Case study: Lomography Society International
| Resumo: | Lomography Society International’s conviction that the “Future is Analog”, as well as its portfolio of analog photographic cameras with a retro-inspired design, stands out within a market in which former blockbuster companies’ future is in jeopardy, exactly because they weren’t able to keep up with the latest technological developments. Throughout this research, it will be suggested the role that a wise and strategically planned retromarketing approach can play on the success of a brand next to its targets, even in markets driven by cutting edge technology. Besides, it will also be explored the influence of lomography’s emotional appeal, along with its ability to create a tribal movement around it, which ultimately has been leading its major worldwide success. |
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| Autores principais: | Machado, Ana Filipa Barbosa de Pena |
| Assunto: | Lomography Retro Nostalgia Brand tribes Câmara fotográfica |
| Ano: | 2012 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Lomography Society International’s conviction that the “Future is Analog”, as well as its portfolio of analog photographic cameras with a retro-inspired design, stands out within a market in which former blockbuster companies’ future is in jeopardy, exactly because they weren’t able to keep up with the latest technological developments. Throughout this research, it will be suggested the role that a wise and strategically planned retromarketing approach can play on the success of a brand next to its targets, even in markets driven by cutting edge technology. Besides, it will also be explored the influence of lomography’s emotional appeal, along with its ability to create a tribal movement around it, which ultimately has been leading its major worldwide success. |
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