Marketing 224
A valuation of the determinants of men’s purchase of vintage fashion vs. second-hand fashion
Background Discussion
Historically, many influential women have publicised and popularised the notion of purchasing vintage clothing. With movie stars and other romance role models sporting items of fashion that resemble today’s fashion trends, vintage and second-hand fashion has become widely popular. While some individuals aim to stand out by wearing vintage fashion items, a growing trend has emerged among today’s society whereby individuals aim to not only stand out, but look to save money and ‘go green’ by purchasing second-hand clothing (Hennessey, 2012).
It is believed that several factors impact a woman’s decision to purchase vintage or second-hand fashion items. Recently, a research study has been undertaken to identify the determinants of women’s purchase of vintage vs. second-hand fashion (Cervellon et al., 2012). Although determinants have been identified which give light to the buying decisions of women, it is still unclear whether or not these determinants have an effect on the buying decisions of men, or if men even have a prominent influence on the vintage and second-hand fashion markets at all.
Reason for the study
An existing study conducted in 2012 called “Something old, something used” exists, which researches the determinants of women’s purchase of vintage fashion compared to that of second-hand fashion. The abovementioned existing study has failed to include the impact men have imposed on the vintage and second-hand fashion industry. The purpose of this proposed research study is to determine if men have an influence on the market for vintage and second-hand clothing, and if so, to identify the determinants that influence men’s purchasing decisions. This research proposal will make use of several keywords in determining the possible outcomes of the study, namely: Second-hand, consumer behaviour, fashion, buying behaviour, vintage, eco-fashion,
Background Discussion
Historically, many influential women have publicised and popularised the notion of purchasing vintage clothing. With movie stars and other romance role models sporting items of fashion that resemble today’s fashion trends, vintage and second-hand fashion has become widely popular. While some individuals aim to stand out by wearing vintage fashion items, a growing trend has emerged among today’s society whereby individuals aim to not only stand out, but look to save money and ‘go green’ by purchasing second-hand clothing (Hennessey, 2012).
It is believed that several factors impact a woman’s decision to purchase vintage or second-hand fashion items. Recently, a research study has been undertaken to identify the determinants of women’s purchase of vintage vs. second-hand fashion (Cervellon et al., 2012). Although determinants have been identified which give light to the buying decisions of women, it is still unclear whether or not these determinants have an effect on the buying decisions of men, or if men even have a prominent influence on the vintage and second-hand fashion markets at all.
Reason for the study
An existing study conducted in 2012 called “Something old, something used” exists, which researches the determinants of women’s purchase of vintage fashion compared to that of second-hand fashion. The abovementioned existing study has failed to include the impact men have imposed on the vintage and second-hand fashion industry. The purpose of this proposed research study is to determine if men have an influence on the market for vintage and second-hand clothing, and if so, to identify the determinants that influence men’s purchasing decisions. This research proposal will make use of several keywords in determining the possible outcomes of the study, namely: Second-hand, consumer behaviour, fashion, buying behaviour, vintage, eco-fashion,
References: Cervellon, M.C., Carey, L., Harms, T. 2012. Something old, something used. Determinants of women’s purchase of vintage fashion vs, second-hand fashion, 1(1):956-974. Hennessey, R. 2012. Vintage fashion: unzipping the mystery. [Online]. Available: http://www.forbes.com/sites/rachelhennessey/2012/07/30/vintage-fashion-unzipping-the-mystery/ [2013, April 03]. Kane, A. 2012. Why should you shop vintage? [Online]. Available: http://vintageclothing.about.com/od/vintagebasics/a/whyvintage.htm [2013, April 03]. Vintage fashion- Why the surge in popularity? 2010. [Online]. Available: http://www.vintageclothingfashion.com/vintage-fashion-why-the-surge-in-popularity.html [2013, April 03]. Megan van den Munckhof 17013569 Marketing Management Assignment 1 08 April 2013