1、5000 英文单词， 26500 英文字符 ， 中文 8500 字 文献出处： McColl J, Canning C, Shearer L, et al. Vintage fashion retailing: Building the store brandM/Contemporary case studies on fashion production, marketing and operations. Springer, Singapore, 2018: 59-71. Vintage Fashion Retailing: Building the Store Brand Julie M
2、cColl, Catherine Canning, Linda Shearer and Louise McBride Abstract Over the past few decades, vintage fashion has become an enduring trend and vintage fashion retailers have become an integral part of the fashion retailing landscape. This chapter explores vintage fashion retailing from the perspect
3、ive of brand image and the brand story and examines the positioning elements that operationalise the vintage fashion retailer brand. Vintage fashion retailers have evolved into sophisticated entities capable of competing in todays fast paced omni-channel environment. They can benet from the creation
4、 of a strong brand image that tells the story of an era or theme through the creation of a store/brand whose appearance and display elements bring that theme to life. Keywords： Vintage fashion; Store brand building ;Brand story; Brand image ;Brand positioning 1. Introduction The increase in vintage
5、fashion retailing has been credited to a number of developments in the fashion environment over the past 40 years. The vintage fashion movement is said to have evolved from the 1960s London, with the popularity of military uniforms associated with the Beatles Sergeant Pepper record, and Edwardian dr
6、esses. The movement spread to New York and a yearning for the elegance of the 1940s and womens dresses and mens suits dating from the 1950s (Hamilton 2012). During the 1970s the vintage trend grew with the student movement adopting second-hand clothing as a means of accessing inexpensive items that could also serve as a means of self-expression. This trend continued into the 1980s when oversized shirts, coats and jackets became the uniform of the young representing the utilitarianism o
