Informations and abstract
Keywords: Vintage, consumer behavior, fashion style, authenticity, retro marketing.
Vintage is not a new phenomenon, although during the past few years, 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 the difficulty to define the «vintage market», it is now evident of the interest and the diffusion of the phenomenon among youths and adults: this appears to be the expression of a society which seems to advance towards the future but with its head in the past. This attitude, that indulges in nostalgia and recovery of the past, is the object of this paper. It is based on a quali-quantitative exploratory research, and has the goal to contribute to the definition and comprehension of the Vintage phenomenon, widespread but difficult to profile.