The Rise of Vintage Fashion and the Vintage Consumer

Abstract Amongst other factors, the current economic climate appears to have contributed to the trend of acquiring and reusing vintage clothing, accessories, and homeware products, particularly with young consumers. The popularity of vintage has also been linked to a change in consumer attitudes towards wearing and utilizing secondhand goods. In addition to a change in attitudes, other factors that contribute to the growth of the vintage trend include a change in values, the inclusion of vintage inspirations used in current designs by fashion designers, and in the trends marketed by the forecasting sector, eco-sustainability, the media, and technology. Also vintage consumers and vintage retailers appear to share the viewpoint of the movement towards vintage fashion that has been assisted by a reaction against mass-produced fast fashion, as consumers strive for more individuality in their styling and garments. Eco-fashion and sustainable fashion ideals have emerged as solutions to the environmental issues that are currently inherent in the industry's manufacturing processes, which have government and pressure group support. This ideal and practice complements the vintage trend phenomenon. This article explores the principal factors and the demographics of vintage consumers in the UK and their consumption habits to better understand the appeal and scope of this growing trend.