Understanding the Psychology behind the Love & Consumption of Vintage

By Ho Shee Wai

Director / Registered Psychologist

Understanding the Psychology behind the Love & Consumption of Vintage

Do you have affinity for old things? Do you have nostalgia for time gone-by? Learn from Director & Registered Psychologist about the psychology behind the love for vintage. Where does counselling or psychotherapy comes in?

Definition of Vintage

Vintage is used to describe something that is not new but that is valued because of its good condition, attractive design, etc. Vintage items, defined as previously owned goods from an earlier era, appeal to consumers for a variety of reasons. There are economic reasons for buying vintage. Vintage items can be less expensive than new items or, conversely, can be investment pieces. Consuming vintage items also allows people to express their uniqueness, authenticity, and self-expression. Moreover, consumer value for vintage goods appears to only be growing, accounting for more than $1 billion in annual sales on eBay alone. U.S. Studies have shown that three-fifths of U.S. shoppers regularly purchase vintage items, ranging from clothing to classic ornaments and decorations. In contrast to the fast fashion industry, vintage fashion offers classic styles at affordable prices, making sure that each piece of clothing withstands the test of time, which reduces pollution generated by garment waste. Despite challenges posed by the pandemic during the last few years, resale fashion trends thrived, especially in small vintage businesses.

Psychology of Vintage Love & Consumption

Vintage offers potential

Vintage conjures up a link to the past. Different from a relic, inactive artifacts from forgone time, vintage items have

potential. The potential to be acquired, to be used, to be kept, or to be resold.

Vintage offers nostalgia

Nostalgia is that warm, fuzzy feeling that washes over us when we stumble upon something that transports us back in time. Vintage fashion is like a magical time machine, whisking us away to moments long past and stirring up a whirlwind of emotions. Vintage pieces have this uncanny ability to trigger memories and emotions, wrapping us in a cozy blanket of nostalgia. But it's not just about reminiscing; it's about feeling a sense of belonging to a bygone era, even if we weren't there to experience it firsthand.

Vintage offers thrill of the Hunt

Often the impetus is fueled by the excitement of the hunt. It is easy to find current pieces in your local mall or online site, but shopping for vintage is an unparalleled treasure hunt. And the beauty of the process is that you will never know what you will find or learn.

Vintage offers self-expression & individuality

Vintage fashion is about not following the current trends. It's about crafting your own unique style narrative: daring to be different, to stand out from the crowd. When you slip into a vintage piece, you're not just wearing clothes – you're wearing a piece of history, a statement of individuality that sets you apart from the masses.

Vintage offers sense of sustainability and ethics

When you choose to embrace vintage fashion, you're not only adding unique pieces to your wardrobe; you're also reducing your carbon footprint and minimizing the demand for new clothing production. By giving pre-loved garments a second life, you're helping to extend their lifespan and reduce the environmental impact of the fashion industry. But the appeal of vintage fashion goes beyond its eco-friendly credentials. It's also about embracing a slower, more mindful approach to consumption.

Vintage offers temporal connection between past, present, and future

Vintage items possess a distinct tie with the past, and contain the possibility to connect to the present and future. Study had shown that, in addition to possible economic and self-expressive reasons for preferring vintage, these items can also serve a psychological need: that of mentally connecting the past, present, and future. Vintage items tend to be more preferred when people experience meaning threats, such as those that might happen more frequently during large-scale disruptions during the course of daily events. Vintage consumption may also address a deep-seated psychological need for stability amid upheavals. It is this need that a psychologist, counsellor, or psychotherapist can be of help.

Dealing with the need for stability amid upheavals

Some strategies in addition to vintage consumption to give you personal stability during changing time include:

Give yourself permission to feel overwhelmed and unsure amid the chaos.

It is normal and natural to be destabilize temporarily when something happens. Allow yourself that time to feel all the emotion before finding your own footing.

Take a breath / breather.

Deep breathing not only help reset your physical body but give you the emotional calmness that you need. Extending it, give yourself a break from what’s happening is also important.

Seek support from family members, friends, and others in your trusted circle of support.

Being surrounded by loved ones provide us with a sense of security which can counter the upheaving situation.

Develop a clear vision of your goals and values.

Having clarity of what you are heading towards help you fix your eyes on what’s important and not be distracted by whatever else that is going in your surrounding.

Do things that make you happy

Have 1 positive thing each day so that you can focus on the fact that “despite whatever is going on, I have this 1 thing” as your anchor.

Develop some type of routine

Having some type of routine give us the sense of normalcy and help us feel stabilized.

Self care

Another powerful strategy to achieve personal stability is to take care of yourself. This includes not only physical health but also mental and emotional health.

Counselling /  Psychotherapy

Having counselling and psychotherapy with a psychologist, counsellor, and psychotherapist can help you through difficult time.

While you enjoy the vintage trinket or clothing that you bought, it may be helpful to ask yourself the question of is there some need for stability that I am trying to get from this activity. If so, it would be helpful for you to book in a session with a Psychologist, Counsellor, or Psychotherapist of The Counselling Place Singapore.