Vintage Report Essay Example

as representative group of vintage fashion. Therefore, it can not provide the comprehensive result.

2. 0 Methodology 2. 1 Research Approach The research will adopt a combination approach of both using deduction and induction. The deduction approach is used to collect existing literature to fine vintage fashion and vintage consumer. The induction approach is work by survey data and analysis a likely future of vintage fashion.

. 2 Secondary Research Method The resources of secondary research include books, journal articles, report and online resources. Most sources are online, three books found on boots library. 2.

3 Primary Research Method The primary researches including two main parts, designing questionnaire and interviewing with vintage fashion retailers. The questionnaire aiming as sent to 80 potential consumers in the vintage store or on the street at Nottingham and London, the age of respondents ranged from 18 to 70.

Data collected through questionnaire survey could help to gain an understanding of vintage fashion consumer demographics, spending habits and the reasons why they choose to buy vintage fashions. The interview aims to contact five vintage fashion retailers, which include high street vintage retailer and second-hand vintage store. The data from interview could gain a depth understanding about lifestyle of vintage consumer and the sales of vintage fashion. 3.

0 Literature review Definition of vintage fashion Vintage clothing is produced in the period between 1920-?1 980, which influenced by history (Cornell, 2012).

Specifically, from the centre of fashion change from Paris to New York because of Second World War, since then the Eisenhower-style waist-length jack became the representatives of ass, then Indo led the fashion and young people began to express their

freedom concept through fashion, so the Space Age design, miniskirt and psychedelic dress is particularly in ass, after that, fashion become more various by creative designers, but the punk fashion and glam rock style still made a throng influence for ass which is a riotous ten years (Godlier, 2013; Rhodes,2006).

Generally, these styles are referred to as style' or "retro style" (Cornell, 2012). As for vintage fashion, it is representation of past trends from different eras Of the twentieth century (Bennett and Cascade, 2012). MICRO et al.

, (201 2), Rhodes (2006), Bennett and cascade (2012) found that all fashion trends are recycled, vintage fashion also are experiencing a recent revival period in fashion.

The awareness and interest of consumer for vintage clothing has increased observably since the early asses, as Rhodes 2006) claim that people interested in vintage fashion deeply almost is physical response to fashion (Bennett and Cascade, 2012; Rhodes, 2006). Then the vintage fashion trend gained a slow but steady growth, today even couture designers prefer to learn and mimicking details from the vintage style, such as pin tuck, prints and pattern-cuts in their own designs (Bennett and Cascade, 201 2; Rhodes, 2006).

However, vintage fashion is different with second-hand, one participant present his opinion (McCollum et al. , 2012): Vintage fashion isn't something that is just old.

If a 'ass's dress is an ugly hideous rag - hat is what it is, an ugly hideous rag. Vintage is the very, very best of its type. Consumer behavior Consumers' craze for vintage style creates confusion in the mind of the uniformed consumer (Catalane and Chunk, 2005). So who is the vintage

consumer?

Bennett and Cascade (2012) who defined that female consumer are more prefer to be attracted by the vintage trend than male.

As for age, there are two consumer groups identified, one is young consumer who between 18-25 years old, the other one is older consumer who aged 30-70 and has higher level of education and higher income (McCollum et al. , 2012; Catalane and Chunk, 2005). In addition, other types of vintage consumer are the ethical consumer who aware of environmental issues and recycling and business consumer who are designer or stylists (McCollum et al. 2012). The mainly reason of consumer collect vintage fashion clothes is that they need a self-expression, nostalgic compensation and an emotional need (Cornell, 201 2; Bennett and Cascade, 2012; Catalane and Chunk, 2005).

Young persons tend to express uniqueness in a social compare to other individuals, hence wearing vintage fashion clothing be seen as a good method for distinguishing homeless and improving personal uniqueness (Cornell, 2012; McCollum et al. 2012) Vintage clothes almost stand for a cultural document, the nostalgic and historical symbol makes such item special, this element motivate older consumers towards the purchase of vintage fashion clothing (Catalane and Chunk, 2005; McCollum et al. , 2012). Moreover, Jeans claim through consuming vintage could satisfy the curiosity of young people who have not experience the time (Cornell, 2012).

Both people who collect vintage clothes and people who sell fashion clothes state the first case the transaction is excessive of the items, especially the fashion involvement, who considered vintage fashion is stylish and trendy, should positively purchase the vintage fashion piece (Cerebella, 2012; Catalane and Chunk, 2005) Economic There

has also been a steady growth in the vintage clothing market (Beard, 2008).

With the popularity of vintage fashion increased and the stigma for second-hand clothing decreased, "vintage inspired" are available in a more wider range of size and more affordable than the original piece (Cornell, 201 2; Bennett and Cascade, 2012). Catalane and Chunk (2005) summed up five main purposes of selling vintage fashion clothes, which are "good selling', "appeals to everybody', "the business of nostalgia" and "image of a new fashion" and "recyclable".

Although according to the survey of vintage purchases and the longevity of vintage trend found that more than half of the respondents spend less than EYE per month, there still have more than half of the respondents have engaged with the vintage trend for five years or more (Bennett and Cascade, 2012). Alexandra Palmer states that despite of price, vintage fashion has shifted from submarine to mass market nowadays cause fashion is rarely exclusive (Beard, 2008).

Thus Bennett and Cascade (2012) suggest that in recentness, vintage fashion can be seen have a long active interest, the growth of this interest is stimulated and supported by fashion consumer who from diverse demographics.

Furthermore, Vintage fashion can be viewed as an ethical fashion, because it is considered as a form of recycling and reusing fashion (Beard, 2008; Bennett and Cascade, 2012). As mentioned by Fletcher (2008) said 2. 35 million tones of waste clothing were generated in landfills every year in UK (sited in Bennett and

Cascade, 2012). Therefore, recycling a garment by passing it on for resale could be expected to solve this practical situation (Beard, 2008). There is a typical

fashion brand about vintage fashion on high street - "Urban Renewal", which is a line of Urban Outfitters (communal, 2008).

Serbian Renewal consists of six recycled collection of vintage pieces, called "Originals", "Re-made", "Surplus", "Customized", "Remnants" and "One-Of-A-Kind".

These six collections are used different way to redone the vintage piece, such as "Customized" is re-imagining with unique finishes and embellishments on original vintage piece and "Remnants" is making up new designs from rare vintage materials. However, all collections have a representative characteristic that is every clothes is unique item.