How to Build a Vintage Brand: 4 Questions to Drive Growth

By Sloane Middleton Mann.

Sloane is the founder of Business of Vintage, the world’s only marketing agency specializing in vintage and antique shops. 

Follow @business.of.vintage on Instagram for vintage marketing tips & guides.

 

If you’ve been running a vintage shop and haven’t been getting the traction you want, consider these 4 questions. Each one digs into the core qualities that help a business thrive. Reflecting on these can help you to understand where your brand may work in order to grow a stronger customer base, online and off.

Question 1: Are you satisfying your customers? 

Be honest with yourself: what do your customers want from your shop, and have you been able to fulfill it? Consider what your frequently asked questions from customers have been. Is it about item availability, hours, or deliverability? Customer questions are clues to what would make buying easier. Take note, and meet them where they are.

Question 2: Do you understand your customer? 

It sounds simple, but it’s essential. Knowing your customers’ wants, needs, behaviors, and patterns means you’ll better meet their demands. Ditch the guesswork and talk to your buyers. Ask them deliberately for their preferences, regularly request feedback, and observe their behavior. The more consumer patterns you recognize, the better you can tailor your listings, marketing, and inventory to resonate and sell.

Question 3: Do you own your brand’s niche? 

The more unique and differentiated your brand is, the more memorable you become to your shopper. When you become exceptionally well known for a style, category, aesthetic, or even tone of voice, customers gravitate to your shop more often than shops that try to be everything to everyone. If you’re trying to reach all audiences, you’re likely resonating with none. Owning a niche makes you memorable in a crowded market.

Question 4: Does your shop reflect consistency, reliability, and trust? 

Unfortunately, consumers have become used to big brands that are always visibly “on, ” with dedicated customer service, unlimited returns, and consistent social media and email marketing communication. These tactics make the consumer feel trust that their purchases are in reliable hands. Vintage shops can show reliability with consistent store hours, regular inventory uploads, or even just keeping your Instagram Story active (think of it as your digital ‘OPEN’ sign.) When buyers begin to recognize your voice, aesthetic, and content across all your feeds, website, or DMs, it makes your brand feel reliable and trustworthy.

Final Thoughts

Running a vintage shop can be overwhelming, especially when running it solo in a retail landscape where customer expectations are at an all-time high. Once you identify areas for growth, the next step is building systems that support you. The more repeatable a process is, the less time it takes (and the more peace of mind it brings.)