Not Just Flea-Markets, Examining the Concept of Secondhand via Different Branding Perspectives

Abstract

In this paper, I’m examining the branding of secondhand and vintage as a whole and using the four branding perspectives (mind-share, emotional, viral and cultural branding). Secondhand trend has grown rapidly and continues to do so in the future, although changing consumption behaviour and production methods of fashion industry still need a lot of attention. Therefore, I am suggesting paying focusing more on branding and methods of how it is done. In previous research cultural branding has proved to be effective and thus I am applying it to the concept of secondhand.