Vintage, the magical word that turns old to gold

Have you ever walked into a vintage store and had a mini heart attack once you’ve seen the prices? And wondered why that 30-year-old fur coat costs more than your rent? Then you are yet to discover the power behind a good story well told!

But first things first; let’s begin by differentiating the terms vintage from second hand; they are two separate galaxies. Objectively speaking, both refer to used, no-longer-wanted, items, but what makes vintage stand out with value is the story behind it! Whether it’s a bleached shirt worn at Woodstock, or a ring that was handed down for generations since World War I, these items carry the stamp of time and in it lies their immesurable value. Is the price beginning to make more sense now?

Still, how is it possible that stories carry so much value in them? What makes us invest more into things that carry sentimental weight? Think of Napoleon’s writing desk. Or Bill Cunningham’s old camera. We are often willing to pay more for something old and used if we find value in the story behind it. And that is a useful tool for those who want to venture out into the world of selling unique products.

The era we live in is marked with consumerism to the point in which it has killed identity of producers and dropped value of the products they make. So being able to tell a good story can really make a difference, as it gives your products something byers can connect with and appreciate — a soul.

But telling a story isn’t easy. A good story needs to be authentic. It needs to have emotional weight. And it needs to be told well. Because you can’t put a price on emotional connection. Remeber Master Card’s “priceless” ad campaign that emphasized how you cannot put a price on experience? They saw it then and we see it now. And in the case of vintage, it’s not just about how old the item is, it’s about the quality it represents, and emotional value can add more to the quality than you might think.

And, as technology keeps running into the future, there seems to be a parallel movement going in the opposite direction, towards the past, in a wave of reviving the “good old times”. First established in the hipster society, it spread wide and long and is now covering all ages, genders and tastes whether it’s representing music, art, fashion or interior design. All are being drawn to the emotional weight and the spiritual connection.

Bottom line, no matter which way you look at it, what it all comes down to is recognizing how creating emotional connection raises value. So next time you walk into that vintage store you’ll know why that coat costs more than your rent. And you might even buy it!