Vintage Shopping in Nottingham – why is it so popular?

When it comes to clothes shopping, Nottingham is widely recognised as ‘a good shopping destination’ and it is rated third, on TripAdvisor, for clothing retail.

The Portas Review, a government-run investigation into high street trends, independent shopping saw a 110% increase in the number of independent shops between 2010 and 2015. Nottingham is no exception to this trend. But what is it that attracts people to buy the second hand vintage clothes from the independent shops around Nottingham?

“THE WHOLE RENOVATION OF HOCKLEY AND THIS AREA JUST MAKES IT SO MUCH MORE POPULAR”

TOM WORMALL, SUPERVISOR AT COW

The Lace Market, Hockley area, in Nottingham is full of independent clothing stores and due to its’ independent led nature, it has been growing in popularity. Tom Wormall, a supervisor at COW, believes that there has “definitely” been an increase in vintage clothing sales as “we’ve got more shops out the way, we’ve got more stock, more space, which means that it’s obviously going to attract more people and I think the whole renovation of Hockley and this area just makes it so much more popular”.

Robin Pounded, the owner of Wild Clothing, has been running his second hand vintage shop for over thirty years now – being one of the oldest vintage and independent retailers in Hockley – he believes that at the moment “vintage is very popular, and it has been, possibly, for the past seven or eight years’’. Research conducted by the Leadership Factor shows that one in five consumers were doing more of their shopping with independent retailers in 2015 than the previous year.

“STUDENTS CONSTITUTE AROUND ABOUT 75% OF OUR TRADE”
ROBIN POUNDED, OWNER OF WILD CLOTHING

 As the new research shows that one in three 18-24 year olds choose to shop with independent retailers, it is very clear that it is the students who are mostly attracted to second hand retail in Nottingham, especially when looking at vintage trends. “Students constitute around about 75% of our trade and we certainly miss them when they’re not here”.

 “YOU GET MORE FOR YOUR MONEY YOU GET SOMETHING THAT’S LASTED A WHILE IT WILL STILL LAST LONGER THAN YOUR TYPICAL HIGH STREET BRANDS”
TOM WORMALL, SUPERVISOR AT COW

 Quality, price and individuality attract buyers to second hand and originality seems to be a hugely contributing factor as to why people tend to shop at charity shops more and more often. “It is definitely cheaper than your high street brands [also] quality, you get more for your money you get something that’s lasted a while it will still last longer than your typical high street brands that tend to just deteriorate and the whole idea of having something unique and that’s different”.

 Nina Chung, a worker at the White Rose, has also noticed that “everybody’s catching onto wanting their own individuality, which you can’t normally from most corporate shops – with charity shops and vintage shops you find that there’s an element of surprise, which I think is an ongoing trend”.

This article was written as part of a year 1 online portfolio. Grade: 1st

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