The relationship between the rise of Vintage clothes’ market, culture and the new media

In resent years, vintage clothes have caught more and more people’s attention. To be specific, in the first-tier city and the new first tier city (such as Shanghai, Beijing, Hangzhou, Chongqing, Nanjing), the increases of the number of the vintage shop and the account about vintage in the new media have demonstrated that the vintage market share is growing. The aim of this study is to explore vintage culture and vintage clothing, the emotional connection people have with vintage garments, and how new media social platforms have renewed interest in vintage culture. The study aims to provide cultural and marketing insights for the future development of the vintage clothing market.