Dedicated Follower of Fashion: Secondhand Vintage Fashion, Celebrity Culture and Fashion Svengalis: Strategies for Branding and Development

Abstract

Vintage clothing has been popularised through contemporary culture as media and celebrated icons dress in attire that reflects their identity and sense of self. This is illustrated in the take-up of secondhand vintage clothing by popular media stars including television presenters, actors, singers and musicians, with the likes of Julia Roberts, Renee Zellweger, Rihanna and Kirstie Allsopp, all acting as devotees of the vintage fashion genre. Whilst many consumers attempt to replicate the appearance of their idols, this has subsequently resulted in developing demand for the secondhand clothing. Indeed, many outlets across the globe focussing specifically on the vintage and secondhand market have seen a growth in both patronage and sales. Cities/locations have become synonymous with this market where demand from consumer savvy individuals is high, with emphasis upon the consumption of vintage apparel that is somewhat different yet reassuringly endorsed by the great and the good of stage and screen. We must also not forget how the chronology of time and its relationship with place and fashion has impacted greatly on society, with seminal time zones of the twentieth century acting as timely reminders of opulence, grace and innovation in design. The chapter reviews how popular culture has positioned secondhand and luxury vintage fashion as a reputable marketplace. The chapter presents two case studies: Affleck’s Palace, Manchester, and Camden Market, London. Both cases illustrate how urban modernity associated with place and the specific locations where secondhand and vintage emporiums are based has reinvigorated those cities. The chapter identifies those strategies that have been successful in establishing these places as key providers of secondhand vintage fashion and use this as a platform to rejuvenate and enhance other locations.