Vintage

Fashion & Sustainability

Fashion usually connotes fast changes and trendiness yet sporting “retro” by wearing decades-old clothing is “in.”

Fashion Lab
MFI
Vintage Fashion exploded in the 1960s and gained
momentum as a popular trend towards the 1980s.
The term ‘Vintage’ is used to describe a piece of
clothing between 20 and 100 years old and
represents the era in which it was produced.
It can have multiple distribution channels
including ‘Second Hand’ , ‘Donation and
Thrifting’ and ‘Resale’.
Brands like ‘Vintag’ and ‘What comes around
goes around’ are prominent players in this fashion
niche.
Renowned magazines including the likes of
Vogue and Grazia have explored issues
incorporating this trend by sourcing local vintage
fashion.
Factors driving the Trend : Socio Cultural, Economy,
Environmental

New consumer behaviours looking for circular economy solutions to

the environmental problem have been driving the sales of this trend
and market in the recent years.
Added to this, the consumer spending implies a massive upturn via
digital Market and the feeling of ‘Nostalgia’ associated with Vintage
Fashion and products signifies an increased interest in this industry.
Another important aspect to be considered is the environmental
perspective which deals with the wasting and exploitation of Natural
Resources and capital.
A recent survey also indicated the rise in consumer responsibility
which showed 74% of millennials (ages 18-29) buy from sustainable
and conscious brands which has directly improved the prospects of
Vintage Fashion.
This trends is also on a rise due to the fact that it promotes Affordable
Luxury which interests a multitude of fashion conscious buyers.
 Future of the trend and & impact on the
industry:

Second Hand Fashion is a 24 billion market projected to

double its value in 5 years and expected to touch 64 billion in.
2028. It is predicted that fashion brands and retailers of all
kinds will bet on Resale in the coming years as it represents
opportunities to increase customer base , improve customer
loyalty and also increase prospective avenues for good
purchasing through ethical fashion selling. This can be seen
from the present examples of H&M introducing a rental
option for occasion wear and teaming up with an online
resale platform, ‘Sellpy’.

Thus, to summarise Vintage Fashion presents a massive pool

of opportunities to combine a circular economy model with “The resale customer is no longer
this kind of fashion demanded by the youth and the
subsequent path towards a sustainable future.
somebody else’s customer, they

are everybody’s customer. Mass

market or luxury, if people can

find a high-quality product for

much less, they’ll choose used.”