Vintage Winders

Description of their identity

The Vintage Winders tribe is made up of individuals whose collective identity is based on three main elements: 

1) A passion for vintage fashion and second-hand ready-to-wear

2) A taste for travel in natural and cultural contexts, such as the mountains, the sea, castles and museums 

3) An interest in cosy, warm spaces, such as interior design, home cooking and knitting, albeit to a lesser extent.

Conversation Topics

Local consumption, vintage fashion, natural and cultural spaces, interior design, rustic getaways, dolce Vita and idleness.

Brands who they follow/interact with

Depop, ThredUP, Airbnb, IKEA, Patagonia, Anthropologie.

What hurts or causes them conflict

One of the things that bothers this tribe is hyperconsumption, the excessive consumption and acquisition of goods and practices that damage the environment, such as fast fashion. They also resent needing to find natural spaces and lack appreciation for nature and tradition.

Kind of Stories consumed by the tribe

This tribe highly engages with content focusing on slow life moments (taking time for oneself, going on vacation by the sea, etc.). The tribe is also interested in shopping more sustainably, favoring local businesses. Humorous publications and narratives could also be appreciated, advocating a more airy and moderate lifestyle (Winders).

Google Ads Keywords

“sustainable fashion,” “second-hand lover,” “home-made foods,” “underconsumption core.” 

Facebook Ads Targeting

Brands and campaigns that may address this consumer tribe: