The Treasure Hunt at Valentino Vintage
The Italian fashion house has partnered with renowned vintage stores worldwide to enhance the shopping experience for fashion enthusiasts, including Rellik in London.
The Valentino Vintage project was launched in 2021. With this initiative, Valentino customers can bring their clothes to vintage stores to exchange for shopping vouchers, which can be used to purchase Valentino fashion items. The goal is to establish a circular fashion cycle, allowing customers to find joy in fashion while preserving the environment. Now, this project is available in Paris, Milan, Los Angeles, New York, Seoul, Tokyo, and London.
Valentino shared via a press release: “Each vintage store is carefully selected for its unique identity and curated collection representing a distinct local culture in each city.” “Each of them will bring a new story and creative vision to the project.”
This week, a global takeover of selected stores took place simultaneously, with each store transformed by unique Valentino Vintage screens designed to showcase the DNA of the Italian fashion house. During this time, customers can shop at the store, bring in their old items for appraisal, and receive shopping vouchers applicable at Valentino’s flagship store. If unable to visit the store, customers can also send their products for online valuation.
In London, Rellik is one of the famous vintage stores founded by Fiona Stuart. She has extensive knowledge and understanding of high fashion, as well as Valentino’s designs. Rellik opened in 1999 and has been a favorite among secondhand fashion enthusiasts to this day.
“Resale” is a successful model in the pandemic era. Although fashion sales have shown signs of decline, the secondary market can still grow steadily. Many brands like Gucci, Valentino, Jean Paul Gaultier, Oscar de la Renta, Balenciaga… have joined this growing market. Research has also shown that 40% of consumers under 30 consider the resale value of an item before making a purchase decision. Another notable figure is the large number (35%) of high-income individuals participating in the resale business.
In addition to Valentino Vintage, Gucci also has Gucci Vault, a store featuring restored classic Gucci products by Alessandro Michele. Or Coach has (Re)Loved, where vintage bags are sold after refurbishment and upgrades. However, not all fashion brands prioritize entering the resale market. Currently, brands like Louis Vuitton, Dior, Chanel, Hermès… have yet to venture into this area.