Vintage fashion retailing: building the store brand

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


Over the past few decades, vintage fashion has become an enduring trend and vintage fashion retailers have become an integral part of the fashion retailing landscape. This chapter explores vintage fashion retailing from the perspective of brand image and the brand story and examines the positioning elements that operationalise the vintage fashion retailer brand. Vintage fashion retailers have evolved into sophisticated entities capable of competing in today’s fast paced omni-channel environment. They can benefit from the creation of a strong brand image that tells the story of an era or theme through the creation of a store/brand whose appearance and display elements bring that theme to life.

Original languageEnglish
Title of host publicationContemporary Case Studies on Fashion Production, Marketing and Operations
Number of pages14
ISBN (Print)978-981-10-7007-5
Publication statusPublished - 2018


  • vintage fashion
  • retail
  • store brand
  • brand building


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