In an interview, SMU Associate Professor of Marketing Hannah Chang explained that young people are drawn to nostalgic items for their uniqueness, emotional comfort, and connection to past eras, often due to an interest in the historical events or pop culture of those times. While sourcing quality second-hand goods can be difficult, Assoc Prof Chang said that vintage and flea markets provide a reliable supply through community networks that sustain nostalgic culture. She noted that the trend, spanning the 70s to 90s, reflects a broader shift toward valuing individuality, history, and emotional connection in consumer choices.
