I feel like my love runs too deep: vintage consumers, shared values, and the clothing consumption process

The primary purpose of this research was to gain a deeper understanding of vintage consumers shared values that led to the decision to consume and wear vintage clothing. It also investigates how those values developed. My goal was to determine how vintage consumers go through a clothing consumption process and care process that may be different from past research, due to these different shared values. Using semi-structured in-depth interviews, it was discovered that the vintage consumers values exist within the individual, the community, and the physical store and developed out of a need for individualism and authenticity. These values do influence the clothing consumption process of the vintage consumer, identified as a cyclical process that goes through the stages of Combat/Hunt, Discovery, Ownership, and New Life. Humanization and research acted as threads throughout value creation and the vintage clothing consumption process.