Abstract
Purpose: This is an exploratory study which defines vintage fashion, considers the vintage fashion consumer and evaluates the positioning of the vintage retail store from the perspective of the store proprietor/manager. Design/methodological approach: The research involved 15 in-depth interviews with vintage fashion retailers.
Findings: It is proposed that vintage fashion retailers position and differentiate themselves by their uniqueness; a competitive advantage gained through the knowledge and skills of the owner/manager.
Research limitations/implications: This is an exploratory study and as such it is limited to the experiences of 15 vintage fashion retailers. It is, however, part of a larger empirical study.
Practical implications: The results of this study provide the basis for future research development in terms of the vintage consumer and consumer behaviour.
Originality/value: The development of the vintage concept reveals a paucity of theoretical and empirical research studies. This exploratory research seeks to address this scarcity.
| Original language | English |
|---|---|
| Pages (from-to) | 140-150 |
| Number of pages | 11 |
| Journal | Journal of The Textile Institute |
| Volume | 104 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - Feb 2013 |
Keywords
- retail positioning
- vintage consumer
- vintage fashion
ASJC Scopus subject areas
- Materials Science (miscellaneous)
- General Agricultural and Biological Sciences
- Polymers and Plastics
- Industrial and Manufacturing Engineering
