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.
- vintage fashion
- vintage consumer
- retail positioning
ASJC Scopus subject areas
- Business, Management and Accounting(all)