International Journal of Retail & Distribution Management· 2012Q1
Something old, something used
- 335citations
- Q1SCImago
- 2012year
Short summary
Vintage clothing purchases are driven by fashion involvement, nostalgia, and a need for uniqueness via "treasure hunting," while second-hand purchases are primarily motivated by frugality, according to a study of 103 women.
AI-generated from the title and abstract; the full text is not read.
Key points
- Vintage clothing purchases are driven by fashion involvement, nostalgia, and the need for uniqueness.
- Second-hand clothing purchases are primarily motivated by frugality.
- The "thrill of the hunt" is a common factor in both vintage and second-hand shopping.
- Vintage consumers are characterized by higher education and income, not age.
AI-generated from the title and abstract; the full text is not read.
Abstract
Purpose Vintage has been a growing trend in clothing recently, leading to major fashion brands launching collections inspired by vintage pieces or luxury haute‐couture houses digging into their archives to revive past designs. Yet, as this market develops, little is known about the profile of the consumer and the motivations to purchase vintage. This paper aims to explore the veracity of a number of assumptions relating to vintage consumption, equating it to the consumption of used, previously owned clothes by nostalgic prone, environmentally‐friendly or value‐conscious consumers. Design/methodology/approach A quantitative approach including structural equation modeling (SEM) was employed in this research using data collected from 103 women (screened on past second‐hand purchases). Vintage clothes were defined as pieces dating back from the 1920s to the 1980s. Second hand clothes were defined as modern used clothes. Findings The results show that the main antecedents to vintage consumption are fashion involvement and nostalgia proneness as well as need for uniqueness through the mediation of treasure hunting. In contrast, second‐hand consumption is directly driven by frugality. Eco‐consciousness plays an indirect role through bargain hunting. In essence, the thrill of the hunt is present for vintage and for second hand consumption. Yet, while vintage consumers shop for a unique piece with history, second‐hand consumers shop for a unique piece at a good price. Additionally, the main characteristics of vintage fashion consumers are a higher level of education and higher income whereas age is not directly related to the purchase of vintage pieces. Originality/value The paper discusses the relevance of second‐hand stores repositioning as vintage based on vintage and second‐hand consumers' profiles. Also, the need to educate consumers on the role of second‐hand consumption in a pro‐environmental lifestyle is highlighted.
The authors' abstract, as published at the source. International Journal of Retail & Distribution Management, 2012 · DOI ↗
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Field: Museology
MuseologyArts and Humanities