Vintage Shopping In The 21th Century

843 Words4 Pages
In this chapter, Alexandra Palmer analyzes the practice of vintage fashion in the 21th Century. She believes that vintage fashion has turned into a mass culture, regardless of its style and price. Moreover, it has become a new fashion alternative in today’s fashion world. Supported by Angela McRobbie’s research, Palmer finds that the purpose of vintage consumption is to seek nostalgic pleasures. The author also explores the idea of individuality and connoisseurship which related to vintage consumption.
To support her argument, Palmer explores the historical context of vintage consumption. She believes that the popularity of vintage shopping occurred during 1980s in North America. In this case, high-end brands introduced the concept of discount shopping. According to her “Vintage shopping can be viewed as a continuation of discount culture, while simultaneously achieving an individual identity and exclusivity that the brand names have lost” (199). The relation between vintage and discount shopping lies in the idea of connoisseurship, whereby it associated with consumers’ personal taste and judgement.
According to Palmer, experiences in vintage shopping can lead into connoisseurship. Her argument is supported by a research done by Christina Weills about consignment, vintage and thrift stores. In this case, Palmer agrees that consuming vintage objects able to sharpen consumers’ sensitivity towards the quality and value of goods. Moreover, this skill will make them to be

More about Vintage Shopping In The 21th Century

Open Document