Economy

Second-hand fashion revives virtues in China's middle class

(Xinhua)
Updated: 2010-10-03 15:13

Fashionable vintage

Although economy is a virtue for China's older generations, many of China's consumerist urban middle-class and new rich consider second-hand goods "cheap".

China became the world's second largest luxury market following Japan in 2009, with an annual sales of $9.4 billion, according to the report by World Luxury Association in December last year.

Many top-tier luxury brands have outlets in not only major cities like Beijing and Shanghai, but also provincial capitals even in remote western regions.

Common wisdom in the luxury market is that China's rich love the expensive -- the more expensive, the better business is. But some are changing their attitudes.

Financial worker Jiang Xiong came into Rain-WOW looking for a birthday present for his wife a month ago.

"The bag from Rain-WOW looks much the same as the one at the department store, but the price is almost half," he says. "This is a reasonable buy. It felt like saving the difference that a new one would have cost -- and my wife liked it."

Related readings:  Second-hand luxury is no barrier to success  Luxury maker maintains foothold in China  Cost of luxury still too high  Luxury brands wrest back China market

He admitted that many of his friends would find it offensive if he gave them used luxury goods, even if he did it out of good will, for environmental or economic reasons.

"But buying something from a vintage shop is different. You will be considered rational and clever, not blinded by the brand's pretty advertisements or promotions," Jiang says.

The market is lively. Rivals include Vogue 2, set up by three 1980s generation men. Mainly a fashion trader, it too got off to a rocky start.

"We suffered hard times after opening, but held on as we believed vintage would be fashionable in China," says Yang Xu, one of the owners. "Now our business is steady. The majority of our clients are white-collar, well-educated young people."

For Duan, a young businesswoman not willing to give her full name, Vogue 2 is a place to dig out unique luxury goods.

"I got a pair of Chanel sunglasses that were only sold abroad, not in Chinese outlets," she says. "Sometimes, I find designer brands that are not commonly seen in China."