PRODUCT - Music Inc. Magazine

TREND SEGMENTS
VINTAGE-INSPIRED GEAR
rates such iconic car design ele- levels is important for selling which recently released the “Dress the display up with
ments as a Motor City blue finish, these products.
Antiqua Pro Saxophone 4240 iconic photos of key artists play-
an aluminum triangular teardrop “Keep stock levels at one to with antique finishes, stressed ing similar-looking models and
painted white with raised beveled show, one to go,” he said. that display is critical to selling you create context where you are
chrome edges and an embossed
vintage horns, for example, at tapping into a more emotional
chrome Gretsch logo, resembling
the “hood ornament.”
“Gretsch drums are so based
in history and are so respectful
of history,” Palmer said. “Our
RETRo HoRNS
the front of the store or mixed and aspiration place with the
The retro-inspired trend has in with the biggest sellers. consumer.”
stretched to band instru- “Have it in stock,” Klingborg American Guitar & Band’s
TREND SEGMENTS
ments, as well. Saxophones said. “It’s been a trend to clear the Lake mentioned that nostalgia
that feature retro lacquer VINTAGE-INSPIRED fin- shelves in past years. I think as connects GEAR musicians to history.
drums are revered from the 1950s ishes and vintage sounds have the economy recovers, the built- “There are two major types
and before. So, we really keep always had a strong following, up demand is important because that come in [looking for vintage
our recipe for vintage drums but lately, suppliers have seen if people don’t find it in your store gear],” he said. “There are those
the same.”
a rise in interest.
they’ll find it elsewhere.” that want a vintage instrument
Paiste Cymbals has a similar “Perhaps it is that we want
but may not have the money and
recipe. In 1996, it introduced something unique and different
the Traditionals line, which than the modern and trendy,”
included cymbals that recre- said Sheryl Laukat, CEO of Can-
NoSTAlGiA’S A fUNNY THiNG those that like the look and enjoy
Creating a display that takes being connected to something
customers back in time can nostalgic.
ated historic sounds. In 2005, nonball, manufacturer of the be a powerful merchandising “Whether a guitar is replicated
it reintroduced its Giant Beat Vintage Reborn series, which technique. “Use the power of with great attention to detail or
and, in 2011, its Formula 602. improves on the intonation of context and nostalgia,” said Jus- dreamt up through an idealized
Ed Clift, vintage product man- its original vintage horns. tin Norvell, product director for sense of the past, it is a way to
ager for Paiste America, said he Kerry Klingborg, general Fender. “Placing a ’52 Tele on access musical history.” MI
believes keeping adequate stock manager for Antigua Winds, the wall by itself is one thing.
— Katie Kailus
MAY 2011 I MUSIC INC. I 51