Vintage autentico o autenticità nel vintage?

Maria Carmela Ostillio, Claudia Di Donato and Antonella Carù

Micro & Macro Marketing, 2012, issue 2, 305-332

Abstract: Vintage is not a new phenomenon, although during the past fewyears, it has became an important trend. It is so important that, corporate,brand, media and new media - e.g. blog, web-site, book, guide,tradeshow and retailer - try to be inspired or to appeal. In spite of thedifficulty to define the «vintage market», it is now evident of the interestand the diffusion of the phenomenon among youths and adults:this appears to be the expression of a society which seems to advancetowards the future but with its head in the past. This attitude, that indulgesin nostalgia and recovery of the past, is the object of this paper.It is based on a quali-quantitative exploratory research, and has the goalto contribute to the definition and comprehension of the Vintage phenomenon,widespread but difficult to profile.

Keywords: Vintage; consumer behavior; fashion style; authenticity; retro marketing. (search for similar items in EconPapers)
Date: 2012
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