Something old, something used: Determinants of women's purchase of vintage fashion vs second‐hand fashion

Purpose – Vintage has been a growing trend in clothing recently, leading to major fashion brands launching collections inspired by vintage pieces or luxury haute‐couture houses digging into their archives to revive past designs. Yet, as this market develops, little is known about the profile of the consumer and the motivations to purchase vintage. This paper aims to explore the veracity of a number of assumptions relating to vintage consumption, equating it to the consumption of used, previously owned clothes by nostalgic prone, environmentally‐friendly or value‐conscious consumers.Design/methodology/approach – A quantitative approach including structural equation modeling (SEM) was employed in this research using data collected from 103 women (screened on past second‐hand purchases). Vintage clothes were defined as pieces dating back from the 1920s to the 1980s. Second hand clothes were defined as modern used clothes.Findings – The results show that the main antecedents to vintage consumption are fashion...

[1]  Y. Jordaan,et al.  Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre , 2010 .

[2]  Joseph C. Nunes,et al.  Signaling Status with Luxury Goods: The Role of Brand Prominence , 2010 .

[3]  Kelly Tepper Tian,et al.  Consumers' Need for Uniqueness: Scale Development and Validation , 2001 .

[4]  Morris B. Holbrook,et al.  Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes , 1993 .

[5]  Michaël Korchia,et al.  Am I What I Wear? An Exploratory Study of Symbolic Meanings Associated with Secondhand Clothing , 2006 .

[6]  C. R. Snyder,et al.  Product Scarcity by Need for Uniqueness Interaction: A Consumer Catch-22 Carousel? , 1992 .

[7]  D. Guiot,et al.  A Second-Hand Shoppers' Motivation Scale: Antecedents, Consequences, and Implications for Retailers , 2010 .

[8]  Hye-Shin Kim,et al.  Apparel involvement and advertisement processing , 2002 .

[9]  D. Roux,et al.  Une mesure des motivations envers l'achat d'occasion, leurs antécédents et leurs conséquences , 2008 .

[10]  L. R. Morgan,et al.  An investigation of young fashion consumers' disposal habits , 2009 .

[11]  Barbara Stern.  Historical and Personal Nostalgia in Advertising Text: The Fin de siècle Effect , 1992 .

[12]  C. Williams,et al.  The meanings of informal and second-hand retail channels: some evidence from Leicester , 2003 .

[13]  William J. Havlena,et al.  Nostalgia: an Exploratory Study of Themes and Emotions in the Nostalgic Experience , 1992 .

[14]  M. Holbrook,et al.  Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia , 1991 .

[15]  A. O'Cass.  Fashion clothing consumption: antecedents and consequences of fashion clothing involvement , 2004 .

[16]  Marie-Cécile Cervellon,et al.  Green in fashion? An exploratory study of national differences in consumers concern for eco-fashion , 2010 .

[17]  A. O'Cass.  An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing , 2000 .

[18]  James A. Roberts,et al.  Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior , 1997 .

[19]  Susan Auty,et al.  Fashion involvement, self‐monitoring and the meaning of brands , 1998 .

[20]  Aron O. Cass.  Consumer Self-Monitoring, Materialism and Involvement in Fashion Clothing , 2001 .

[21]  M. Holbrook,et al.  Market segmentation based on age and attitude toward the past: Concepts, methods, and findings concerning nostalgic influences on customer tastes , 1996 .

[22]  F. Bardhi.  Thrill of the Hunt: Thrift Shopping For Pleasure , 2003 .

[23]  Lance A. Bettencourt,et al.  Lifestyle of the Tight and Frugal: Theory and Measurement , 1999 .

[24]  D. Guiot,et al.  Measuring Second-Hand Shopping Motives, Antecedents and Consequences , 2008 .

[25]  Fashion clothing consumption: studying the effects of materialistic values, self-image/product-image congruency relationships, gender and age on fashion clothing involvement , 2001 .

[26]  Wilfred Amaldoss,et al.  Pricing of Conspicuous Goods: A Competitive Analysis of Social Effects , 2005 .

[27]  Jacqueline K. Eastman,et al.  The Relationship between Status Consumption and Materialism: A Cross-Cultural Comparison of Chinese, Mexican, and American Student , 1997 .

[28]  William J. Havlena,et al.  QThe Good Old DaysQ: Observations on Nostalgia and Its Role in Consumer Behavior , 1991 .

[29]  H. Jen.  Sixties Dress Only! The Consumption of the Past in a Retro Scene , 2004 .

[30]  L. Flynn,et al.  Status Consumption in Consumer Behavior: Scale Development and Validation , 1999 .

[31]  Homer B. Warren,et al.  Need for uniqueness: shopping mall preference and choice activity , 1995 .

[32]  Fred D. Davis,et al.  Yearning for yesterday : a sociology of nostalgia , 1980 .

[33]  G. Laurent,et al.  Why do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness , 2010 .

[34]  I. Phau,et al.  Assessing varying intensities of personal nostalgia on emotions , 2009 .

[35]  Jennifer Edson Escalas,et al.  You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands , 2003 .

[36]  Soyeon Shim,et al.  Environmentalism and Consumers' Clothing Disposal Patterns: An Exploratory Study , 1995 .

[37]  Grete Birtwistle,et al.  Sell, give away, or donate: an exploratory study of fashion clothing disposal behaviour in two countries , 2010 .

[38]  Nicky Gregson,et al.  Second-Hand Cultures , 2003 .

[39]  Lindsey Carey,et al.  Consumers' perceptions of 'green': Why and how consumers use eco-fashion and green beauty products , 2011 .

[40]  R. Belk.  Collecting as luxury consumption : effects on individuals and households , 1995 .

[41]  Sally K Francis,et al.  The Effects of Environmental Attitudes on Apparel Purchasing Behavior , 1997 .