Vintage Luxury Fashion by Daniella Ryding Claudia E. Henninger & Marta Blazquez Cano

Author:Daniella Ryding, Claudia E. Henninger & Marta Blazquez Cano
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

7.5 Conclusion

This chapter was set out to explore Chinese millenials’ perceptions and attitudes towards authentic vintage clothing consumption in China and compares this to luxury fashion. In doing so, we found that authentic vintage fashion purchases are almost secretive investments. Whilst some participants are proud of the treasures they have acquired, saving face and the fear of being classified as someone from a lower social class dictate that general behaviour of talking about these items. Interestingly, the more is known about the garment’s history and heritage, the more acceptable it becomes among consumers, which highlights a marketing opportunity. Rather than following the Western style of selling authentic vintage clothes in stores that are tight of space, it seems that being able to provide information and potentially displaying the garments history would create a unique selling proposition. In this manner, authentic vintage stores in China could be modified to closer align with new luxury fashion stores, in which customer service is vital.

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