Gen Z Sellers Are Reshaping the Vintage Market

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An emerging social-media-to-brick-and-mortar pipeline demonstrates how Gen Z's appreciation for Ed Hardy shirts and Mudd Jeans isn't simply an indication of shifting tastes.

. "The year 2000 just had so many flattering silhouettes that you can't find now."

"I was a micro-influencer before I started Funny Pretty Nice," she says. "I had this community of girls who were already interested in vintage off the bat. Because I had that community I could reach, it spread really quickly." This new era of vintage is something that Jenna Gottlieb, Instagram's shopping editorial merchandiser, began noticing a little over six months ago. Along with TikTok — whose popularity famously erupted during the pandemic, reachingthis past summer — Instagram and its Reels feature have been the biggest marketing tool helping to drive Gen Z vintage seller's present success, whether they already had significant followings or started from scratch.

 

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