Can the humble consignment store replicate its famously intimate in-person shopping experience online? That's the plan.
Kenzie Borland shops for her vintage store the same way she might shop for a friend. When combing her way through tablescapes at garage sales or bulk bins at Goodwill outlets, she takes time to envision certain people in her life wearing each item. Who does this Crayola backpack remind her of, and how would they style that parrot-embroidered denim top? "Sometimes I'll even shop for stuff and be like, 'I could see Harry Styles wearing this,'" she says.
Today, Dead Center Vintage is open for business again and taking all safety precautions into account. But Borland estimates that the global health crisis has set them back months, and she knows the path forward won't be smooth-sailing, either. It won't be for the nearly 12 million small businesses the New York Times reports could close permanently in the next six months.
Despite being seasoned online sellers themselves, Broland and her co-owners still had difficulty getting buyers to actually shop digitally. The reality is, she says, there's just going to be some shoppers — even some of your most loyal ones — who won't buy vintage online. And with the world not exactly opening back up in full anytime soon, that's an obstacle retailers will have to face together.
Like Dead Center Vintage, Awoke Vintage has also reopened its physical stores following an abundance of safety protocols. And while some foot traffic is better than none, Power admits there's been a dip in in-store shoppers, largely thanks to New York City's paralyzed tourism industry. "Tourists were our bread and butter," she says. "We needed those dollars to help us pay all of our regular bills.
"Quarantine consumption has heightened expectations for purpose-driven sustainable action," says Depop's SVP of Growth Ianina Lucca. "This resonates even more with some of the younger generations. People are anticipating that they're going to be consuming less given what are probably some financial constraints. You're more likely to consider your choices, and probably align your purchases more with your values, more now than you were before.
Which is why vintage sellers like Borland and Power are passionate about the non-financial support of their business, too. "For a lot of people, money is tight right now," says Power. "If you have the means, we'd love for you to shop with us and support us that way. But you don't have to support us with your dollars. You can write a Google or Yelp review, for example, and that's so helpful to small businesses.
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