Core Insights - The second-hand market in Shanghai is experiencing significant changes, with vintage clothing becoming a mainstream category alongside everyday second-hand goods [3] - A study conducted from July 16 to 23 involved visits to eight vintage stores on various streets to assess their survival status and explore sustainable development challenges in vintage consumption [3] Group 1: Definition and Characteristics of Vintage Clothing - Vintage clothing refers to second-hand garments that are at least 20 years old but less than 100 years old, characterized by historical significance and scarcity [4] - The term "vintage" originates from Japan and specifically denotes second-hand clothing with strong era characteristics that are no longer in production [4] - The eight visited stores featured diverse styles, including American retro, Gatsby style, and various cultural influences such as post-apocalyptic aesthetics and Y2K fashion [4] Group 2: Market Dynamics and Consumer Behavior - Vintage clothing prices range from 500 to 3000 yuan, primarily targeting fashion-conscious consumers aged 18 to 35 [8] - The influence of celebrities, such as Wang Jiaer, has significantly promoted vintage culture through personal styling and social media [6][8] - Consumers are increasingly seeking unique clothing items that differentiate them from mainstream fashion trends, leading to a growing interest in vintage styles [8] Group 3: Challenges Facing the Vintage Market - The COVID-19 pandemic has severely impacted physical retail, leading to increased rent pressures and reduced foot traffic, causing many vintage stores to close or downsize [9] - The vintage supply chain is incomplete, heavily reliant on overseas second-hand wholesale, which has faced disruptions and increased costs due to the pandemic [9] - Issues of counterfeit goods and "foreign waste" entering the market have raised consumer trust concerns, with many preferring new items over second-hand clothing due to hygiene worries [10][11] - The lack of a robust local vintage culture in China, compared to the established histories in the West and Japan, hampers the development of a unique vintage market [11][12] Group 4: Historical Context and Current Trends - The peak period for vintage stores in China was between 2015 and 2019, with a significant increase in consumer awareness and purchasing power during that time [14] - Currently, the number of vintage stores in Shanghai's Yongkang Road is insufficient to create a vibrant market, with only six stores present during the research period [14]