In China, vintage shopping is on the rise — but why?

In China, vintage clothing, or guzho as it is known locally is booming. But what is it about vintage clothing that makes it so appealing?

In Beijing’s East Gulou Street, a trend is catching on among young Chinese adults. A vintage clothing craze, to be more specific. In an interview with Chinese publication The Global Times, Jiang Shuo, owner of Tiger Vintage Clothing Store pinned this recent trend to several factors.

“When we are tired of today’s ‘fast food’ fashion, in which styles are endlessly pirated and people’s appearances are seemingly produced out of an assembly line, we are compelled to rethink our own styles and begin to express our unique characteristics. We put our own values, ideas and creativity into those old clothes. It’s like… a powerful weapon to confront the fickle and sometimes shallow trends of our society,” said Liu. “Without spending much money, you can fill your wardrobe with unique and stylish items, owning things that no one else has for miles. This is the biggest charm of vintage clothing.”

This trend has seeped into China’s luxury market, arguably one of the strongest in the world. According to the Fortune Character Institute, in 2013, over 300 new secondhand luxury stores opened in China, including in second tier cities like Changsha, Hangzhou and Chengdu, with sales of approximately CNY 3 billion (USD 4.94 billion).

What do you think of this trend? Do you think Malaysian entrepreneurs should venture into the secondhand market? Tell us what you think below.

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