Vintage fashion: motivation for consumption

Chapter 3 : Methodology

This study will use qualitative inquiry regarding the vintage fashion consumption and how this fashion statement can oppose mass fashion and global brands , how it can contribute to individuality and cultural identity , and what main reasons dictate this choice of fashion over global identical brands . Using a qualitative approach , a deeper insight and understanding on vintage fashion consumption is presented . Guided by inductive reasoning , this study will draw conclusions basing on specific cases . The inductive approach this study will employ is face-to-face interviews with respondents composed of fashion

designers , vintage fashion aficionados and fashion magazine editors . Through a qualitative method , respondents will be allowed to freely express their opinions about vintage fashion amid stiff competition from global brands . The study is geared towards the discovery of theoretical or conceptual theme for this fashion statement and not the verification of existing theories , which is the reason for not selecting a quantitative study (Creswell , 2009

As mentioned earlier , this research approach draws interpretation of the phenomenon from personal experiences and participants ' personal profile and background is significantly considered (Leedy Omrod 2005 . Thus this method requires a researcher-participant interaction (Alise 2008 In a qualitative design , respondents in the study will be asked to relate their experiences so the phenomenon will be interpreted . The advantage of this method over a quantitative method is the ability of providing complex textual descriptions on how the key informants experienced this phenomenon . Open-ended questions will be asked providing opportunity for respondents to freely express their...