So, first things first. If you haven’t heard of Views, we’re a youth focused magazine based in France with offices in Paris and Lyon. You can find us on our website or basically anywhere by typing @viewsfrance on your favorite social media platform.
And if you haven’t heard of Views, I guess you haven’t heard of Views Studio : it is the creative agency powered by the magazine. What we do is identify, tell and spread stories that impact culture. We’re here for the new generation.
So, with the media and the agency, we ran a global data research at the end of 2021 to help us understand vintage trends, as we see sustainability as the major issue in the fashion industry for the coming years. This research was filled in by 7300 respondents within our community and we also pulled data from our Instagram stories and posts.
Our community is mainly filled with 16 to 34 years old people, passionate about music and fashion. Oh, and more than 40% lives in a major city in France. Here are some quick facts about our community :
67% defines itself as passionate about fashion
75.8% consumes vintage products
55% spends more than 150€ on clothing per month
And here are a few things we learned with our research on vintage.
It’s all about passion. The more you are passionate about fashion, the more you are into vintage : 60% of the most passionate part of our community would rather buy vintage jeans than brand new jeans.
Women care more about responsible consumption than men. Within our community, 65% of women are ready to pay more money for a product because it’s more sustainable. That number goes down to 55% when it comes to men.
When it comes to products, hype is much more relevant than sustainability. Within our community, almost 80% would pay more money on a product because it’s exclusive and rare, when only 55% would do so for more sustainable products.
Fear of fakes is major. Not only is it still huge, but it also affects vintage consumption as well as upcycling trends. 74,2% of our community can be stopped from buying vintage garments over fearing it’s fake.
At the end of the day, buying vintage starts with a great deal of passion. If brands want to use that passion to help and create a more sustainable industry, they need to create sustainable products that are desirable. Brands will need to prove that second-hand products are valuable, as well as to continue to educate consumers over sustainability issues.
That’s it for the breakdown of our vintage report. Shoot me an email at leo@views.fr if you want to receive the full report with all the data and extra analysis, we’d love to hear from you.
In the meantime, we’re currently working on our next research so if you or your brand want in, there are many ways that we can help you ! Drop me a message or an email ✌🏼
See you next time,