It’s Vintage Darling! An exploration of vintage fashion retailing

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 futuresearch 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