An exploratory study into the strategic significance of visual merchandising: the case of vintage fashion retailing

Abstract

decade, having crossed over from a niche market to become a mainstream trend. The retailing and distribution of vintage fashion is fragmented between flea markets, charity stores, specialist stores, concessions in luxury and middle market multiples and e-tailers.1 Mhango and Niehm2 identify that the highest proportion of vintage fashion is sold by specialist stores, and therefore they became the focus of the study. These are typically small, independently owned businesses, and previous research with this sector by McColl et al.3 concluded that visual merchandising (VM) was a central feature of their positioning strategy and identity. This formed the basis of the rationale for this study which aimed to explore the motives and methods of VM adoption within vintage fashion retailing.

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