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

Research output: Contribution to journalArticle


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. The research involved 15 in-depth interviews with vintage fashion retailers. 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.
Original languageEnglish
Pages (from-to)140-150
Number of pages11
JournalJournal of The Textile Institute
Issue number2
Early online date9 Jul 2012
Publication statusPublished - Feb 2013



  • vintage fashion
  • vintage consumer
  • retail positioning

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