Vintage.com will be launching in the Fall of 2012 and it will become a member-to-member ecommerce platform that allows its members to sell and shop for vintage clothing, jewelry, shoes, vintage cars and similar fashions or collectables.
The functionality of the website is envisioned to be a hybrid of social discovery (e.g., Pinterest.com), single-item ecommerce (Etsy.com), and social-commerce (TheFind.com). Core to the site will be member-to-member communication about the products and discoveries with the other Vintage.com members. A companion mobile app will be promoted allowing members to snap pictures of their discoveries and upload these directly to their e-commerce walls.
PayPal Adaptive Payments will be used to facilitate the member-to-member purchasing.
Site visitors will always find something new with every visit. The site motto or tagline is “What’s old, is new again.”
The site’s audience will skew strongly female, ages 25 to 45. While they are motivated by price, they are even more motivated by the hunt and discovery. Finding a designer label, in good quality, and under market price is what keeps these consumers motivated. Those interested in exploring the Vintage Cars will be mostly male
These consumers are highly fashionable and on-trend, not afraid of ecommerce, highly social. They are motivated by imagery and quality photography. The users will be connoisseurs of vintage.
They want to identify with a brand and be part of a community and will want to tell stories and get feedback from others about their discovery. After all, every piece of vintage has a story. This is a story not of the piece itself (though those stories also exist), but a story of the discovery of the item (e.g., “I found this item from this little boutique down in Sausalito, just outside of San Francisco. It was just tucked away in the back. I can’t believe it that no one else had found it.”