The Vintage Revolution: En kvalitativ dokumentanalys om konstruktionen av Chanelväskans status och värde på lyx-andrahandsmarknaden

Sammanfattning: One of the most desired products on the current secondary luxury market is the vintage Chanel designer handbag. Throughout the last decade vintage as a phenomenon has become a major topic applied to identity, value and status markets in relation to fashion science. The purpose of this study is to explain how value and status are constructed on the vintage market in relation to a Chanel vintage bag in Sweden. Vintage auction sites have been more available and are appreciated as contemporary in the secondary luxury markets. As the digital world becomes more significant, it is interesting to look at this aim from a fashion scientific and digital perspective. To limit this, we have chosen to use a Swedish auction and magazine site that has noticed the established vintage trend over the years and has embraced this through the secondary vintage market. In total, six articles regarding vintage markets and Chanel vintage handbags, have been chosen since they correlate with our aim. In addition, one Swedish fashion profile and trendsetter will also apply from the Instagram platform to provide further context to the study by strengthening the question of the basis for the distribution of the Chanel bag in Sweden. We have also chosen a qualitative approach by doing a document analysis, which includes texts from the articles. Specific theorists have been selected with the aim to contribute with theories that can be applied to the essay and to strengthen our answers and perspectives regarding the research questions.