Methodology
The most significant factors leading to the increase in the popularity of
vintage are determined through a literature review. Resources include
academic texts and newspaper articles. Semi-structured interviews conducted
with six vintage retailers who were selling their merchandise at
a Vintage Fair in Manchester, UK (November 13, 2010), are used to
supplement the relatively limited available secondary sources. This data
helps to gain a better understanding of the reasons why people choose to
buy vintage fashions and the lifestyle factors of vintage consumers from
a market perspective bringing depth to the secondary research findings.
Data collected through a questionnaire survey is then used to gain an
understanding of vintage fashion consumer demographics (gender, age,
and geographic locations), their spending habits, and preferred vintage
eras. The results are discussed in sections 3.1 to 3.10. As a convenience
sampling method was employed for the data collection there was no set
criteria used to select the respondents. The results are therefore a likely
representation of the entire market demographic as opposed to a crosssection
of the marketplace.
The questionnaires were distributed online via appropriate social
media networks including Facebook to access a large target group and
also by prominent figures in the vintage industry; Fleur de Geurre, a
well-known vintage blogger, promoted the link on her Twitter page,
Mrs Moore’s Vintage Store generated interest via Facebook, and the
New Sheridan Club (http://newsheridanclub.co.uk/), “a social club for
nostalgic dandies and tweedy dreamers,” sent the link in an e-mail to
their forum members. In addition questionnaires were distributed in two
UK vintage fairs, again using a convenience sampling method, this time
with a random selection approach to select people that clearly engaged
with the vintage trend evidenced through their attire.
A total of 169 respondents completed the questionnaire online, including
twenty-five international vintage consumers. A further fifty-five
questionnaires were completed during the visits to the two UK vintage
fairs: Vintage Threads, a monthly fair held at the Manchester Triangle
shopping center; and Judy’s Affordable Vintage Fair at De Montfort
University Student Union, Leicester. Both events were very busy, making
242 Tracy Diane Cassidy and Hannah Rose Bennett
it difficult to attract respondents without distracting them from their
intention to shop, which was a condition imposed by the event organizers.
Following the initial analysis of the data, two further informal
telephone
interviews were conducted with vintage consumer (A) on
March 10, 2011 and with vintage retailer (B) on March 28, 2011, each
lasting 15–20 minutes. Both interviewees were first interviewed at the
fair in Manchester where they agreed to the follow up interviews. These
additional interviews contributed valuable confirmation of, or supporting
views for, the analysis.
While the primary research is relatively small scale and generalizations
cannot be made as the sample is not a confirmed true representative
of the population, the findings still contribute to a better understanding
of the attraction of the trend and vintage consumption with some
indications of vintage consumer typologies as a foundation for further
exploration.
The most significant factors leading to the increase in the popularity of
vintage are determined through a literature review. Resources include
academic texts and newspaper articles. Semi-structured interviews conducted
with six vintage retailers who were selling their merchandise at
a Vintage Fair in Manchester, UK (November 13, 2010), are used to
supplement the relatively limited available secondary sources. This data
helps to gain a better understanding of the reasons why people choose to
buy vintage fashions and the lifestyle factors of vintage consumers from
a market perspective bringing depth to the secondary research findings.
Data collected through a questionnaire survey is then used to gain an
understanding of vintage fashion consumer demographics (gender, age,
and geographic locations), their spending habits, and preferred vintage
eras. The results are discussed in sections 3.1 to 3.10. As a convenience
sampling method was employed for the data collection there was no set
criteria used to select the respondents. The results are therefore a likely
representation of the entire market demographic as opposed to a crosssection
of the marketplace.
The questionnaires were distributed online via appropriate social
media networks including Facebook to access a large target group and
also by prominent figures in the vintage industry; Fleur de Geurre, a
well-known vintage blogger, promoted the link on her Twitter page,
Mrs Moore’s Vintage Store generated interest via Facebook, and the
New Sheridan Club (http://newsheridanclub.co.uk/), “a social club for
nostalgic dandies and tweedy dreamers,” sent the link in an e-mail to
their forum members. In addition questionnaires were distributed in two
UK vintage fairs, again using a convenience sampling method, this time
with a random selection approach to select people that clearly engaged
with the vintage trend evidenced through their attire.
A total of 169 respondents completed the questionnaire online, including
twenty-five international vintage consumers. A further fifty-five
questionnaires were completed during the visits to the two UK vintage
fairs: Vintage Threads, a monthly fair held at the Manchester Triangle
shopping center; and Judy’s Affordable Vintage Fair at De Montfort
University Student Union, Leicester. Both events were very busy, making
242 Tracy Diane Cassidy and Hannah Rose Bennett
it difficult to attract respondents without distracting them from their
intention to shop, which was a condition imposed by the event organizers.
Following the initial analysis of the data, two further informal
telephone
interviews were conducted with vintage consumer (A) on
March 10, 2011 and with vintage retailer (B) on March 28, 2011, each
lasting 15–20 minutes. Both interviewees were first interviewed at the
fair in Manchester where they agreed to the follow up interviews. These
additional interviews contributed valuable confirmation of, or supporting
views for, the analysis.
While the primary research is relatively small scale and generalizations
cannot be made as the sample is not a confirmed true representative
of the population, the findings still contribute to a better understanding
of the attraction of the trend and vintage consumption with some
indications of vintage consumer typologies as a foundation for further
exploration.