Abstract:
Vintage fashion is a global trend. Little is known about the perceptions that exist of the
individuals who choose to wear vintage, as well as about the personal brand identity that
these individuals create for themselves by wearing vintage fashion. Based on previous
studies it is put forward by the Association for Consumer Research that vintage purchases
require expertise that is not necessarily required when selecting luxury purchases (Morgan
Ward, 2015, p. 143).
This research approaches the perceptions of students as well industry experts in Cape Town
to examine their perceptions on the knowledge and expertise of fashion of individuals who
choose to wear vintage. Data was collected using semi- structured interviews and
questionnaires as it allows respondents to elaborate on their responses and provide more
detail on their opinions. It was found from this research that individuals who wear vintage
fashions are perceived as being stylish by their peers and industry experts. They appear to
create a distinct personal brand identity through what they wear. These individuals are
perceived as knowledgeable about fashion, however they are not necessarily perceived as
having a higher expertise of fashion because all fashion choices are said to require the same
level of expertise.
