Dr Paul Hewer and Dr Juliette Wilson (Marketing) with Dr Kat Duffy (Glasgow University) have been awarded an Academy of Marketing Research grant on the topic of ‘Remaking Markets from Scratch and through social media: The Vintage Scene, Entrepreneurial consumers and Aesthetic Labours’.
The research project aims to explore the blossoming of the vintage scene in the UK, and the particular strategies and tactics ‘vintagers’ employ to fit in yet stand out as vintage consumers, sellers or organisers. The research will look at whether the vintage scene offers cultural and market insight to refresh our understanding of marketing, consumption communities and retailing practice.
The research team believe it does, and plans to draw together insights from consumer culture theory and marketing theory, with advances in retail service work, to better understand the experiences of this growing but under-researched group of creative consumers.