Abstract
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 language | English |
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Pages (from-to) | 140-150 |
Number of pages | 11 |
Journal | Journal of The Textile Institute |
Volume | 104 |
Issue number | 2 |
Early online date | 9 Jul 2012 |
DOIs | |
Publication status | Published - Feb 2013 |
Keywords
- vintage fashion
- vintage consumer
- retail positioning
ASJC Scopus subject areas
- General Business,Management and Accounting