Rescuing and preserving values in vintage clothing. Journal of promotional communications
Authors: Denegri-Knott, J. and Corbett, J.
Journal: Journal of Promotional Communications
Where previous research into second-hand commodities has focused on dispossession, commodity spheres, and negative contamination, we consider the post-purchase resingularisation and rituals that consumers undertake to preserve invested meaning. Drawing on data gathered from phenomenological interviews with vintage clothing enthusiasts in England and Wales we provide an account of different types of contamination and resingularisation processes. These include new forms of positive and negative contamination where the self becomes a potential pollutant detracting from a good’s ability to actualise displaced meanings.