WKU POP 201

Introduction to Popular Culture Studies

Secondhand or Retro Brand?

Posted by laurenivey22 on February 13, 2017

While reading the online essays we were assigned, “A Global History of Secondhand Clothing” really stood out to me and will be the article I am talking about in this post today. Obviously clothing is a major product that people will always need to produce and consume, being as that its illegal to walk around naked. Therefore in the business of retro marketing, clothing will always be a major contributor. The quote, “the clothing wore its owner as much as the owner wore the clothing” really stood out to me in the sense that secondhand clothing stores such as Goodwill, Salvation Army, etc. are really big in the retrograde business being that they are secondhand clothes which have been worn and fitted to another person already. For example, retro marketing is using nostalgia to make a modern product more attractive and being that many old styles from older generations seem to come back, having old vintage thrift stores is a majorly smart move in the world of retro marketing. Retro marketing is made to change the product itself, even make it old fashioned and that is exactly what secondhand clothing stores and thrift shops tend to do with their clothing.

Retro brand, on the other hand is more about the types of clothing it is and where/who makes it. For example, many stores such as Earthbound, Forever 21, Altar’d Sate, and Anthroplogie are all name brand stores that sell old fashioned clothing for an extremely overpriced price just because of the name. I believe this to be unintelligent from the mere fact that people can go and buy the real old fashioned, used stuff for a much cheaper price. Some people, however, do not like to wear used clothes and do not like to shop at consignment/thrift stores. Others however, would rather pay more for the brand just to be able to say they have a name brand shirt.

While both are very good strategies, the outcome just depends on the consumer.

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2 Responses to “Secondhand or Retro Brand?”

  1. vene131 said

    I agree with the idea that retro marketing are taking the nostalgia from older fashion styles and bringing them back. I saw this guy wearing an entire jean outfit ala Justin Timberlake 2001 and was lightweight shook by it. But it didn’t look like it was older clothes so I think he got it from a store that probably is all about the retro marketing.

  2. katemilner9 said

    The link between genuine vintage and retro-branded popular clothing stores has always been interesting to me, as I’ve never understood why you would pay extra to make it look like you pay less. Fashion’s cyclic nature allows for it to happen, but why do we? Why does our nostalgia compel us to go for new clothes that look old instead of actual old clothes?

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