An Australian vintage pop-up store that has dominated the online shopping scene for 14 years is making a physical return in Melbourne after three years.
The comeback has signalled a change in the shopping trends among younger Australians, turning away from traditional shopping destinations for vintage and preloved pieces.
Every day for the past 14 years, Hawkeye Vintage founder Danielle Goodwin has been holding designer handbags, jewellery and accessories up to her phone camera, waiting for eager buyers on the livestream to snatch up the luxury goods.
The beloved vintage store has been based in Tokyo for more than a decade, but now it’s making a physical return to Melbourne after three years.
Ms Goodwin said the return Down Under was “incredibly exciting”.
“After 14 years in business, Hawkeye Vintage continues to evolve with the changing retail landscape, bringing together the enduring appeal of vintage luxury, conscious shopping and the convenience of livestream commerce,” Ms Goodwin told NewsWire.
Running until Sunday at 362 Little Collins St in Melbourne’s CBD, more than 1000 luxury designer items will be available for purchase.
At the same time, she will launch Hawkeye Beauty in Sydney and Melbourne, with 75 leading Korean skincare brands in its range, and products starting at $10.
“This event offers something really exciting for beauty lovers as well as luxury fashion enthusiasts,” she said.
“Shoppers can discover authentic vintage luxury handbags from iconic designers such as Hermès, Chanel, Louis Vuitton and Fendi, as well as other sought-after labels.”
Those with their own luxury items are able to offload them in the pop-up event too, with Hawkeye Vintage offering a free consignment quote on the spot.
While Ms Goodwin usually sells the luxury goods behind a camera on a livestream, she said it was time for Melburnians to have the chance to touch and feel the items before they buy.
“Our community has been shopping with us through a screen for more than a decade, and plenty of them have built serious collections without ever meeting us,” she told NewsWire.
“Melbourne knows its vintage.
“People here want to check the stitching, feel the leather and ask the hard questions.
“These four days are about giving them that, and putting faces to the names they’ve been watching for years.”
Gen Z shifting the way we shop
In the wake of traditional retailers and department stores like David Jones and Myer being hit with dropping sales, store closures and brands such as CUE and Betts going under, Gen Z are pioneering a transformation in the way we shop.
Research from Snapchat found that 44 per cent of Gen Z are increasing their visits to physical retail locations, and are spending more cash along the way.
Hunting for preloved, vintage and one-of-a-kind items are a trend that Sydney retail strategy expert Damian Madden said is dominating younger generations.
He said there had been an attitude shift towards shopping second-hand or vintage.
“The younger generation doesn’t view these stores as older generations did,” he told NewsWire.
“For many, these stores may have had the idea of being full of cast-offs, second hand things no one wanted. But I think as more and more people contribute to the circular economy this isn’t the case anymore.”
They’re also starting to turn their backs on traditional retailers in favour of op-shops, consignment stores and resellers on shopping platforms like Depop and Vinted.
“For younger generations, I think this helps explain why thrifting, vintage markets and platforms such as Depop are becoming much more than cheaper alternatives to traditional retail,” he told NewsWire.
However, Brisbane-based CX and retail consultant Claire Cunningham said this shift in behaviour won’t spell the end of traditional retailers entirely.
“Gen Z isn’t necessarily rejecting retail giants. They’re rejecting the idea that everyone should shop, dress and express themselves in the same way,” she told NewsWire.
“Thrifting offers affordability, individuality, authenticity and sustainability in one experience. There’s also the thrill of the hunt which appeals to all generations!”
While the physical Hawkeye Vintage shop will be making a temporary return, the lifestreaming aspect won’t be left behind.
In fact, the entire shopping event will continue to be broadcast to eager shoppers worldwide, including in Tokyo, Dubai, Singapore and the US, giving consumers the chance to snag a deal from halfway across the globe.
The broadcast taps into another trend dominating the shopping scene, with Gen Z turning to digital consignment and thrift stores, such as Vinted and Depop, as well as lifestreamed shopping events.
“Livestream shopping has become an important part of how we connect with our customers,” Ms Goodwin told NewsWire.
“It allows us to reach a broader audience, answer questions in real time and make the experience more accessible, while maintaining the personal connection our customers love.”
It’s a trend Mr Madden has seen in his career in CX and retail.
“Community building is key to many modern brands success and so these events are more like celebrations/hangouts/get-togethers, than shopping experiences,” he told NewsWire.
“It’s a chance to meet people who might think like you and have a similar world view.”
The pop-up event will run between Thursday October 15 and Sunday October 18 at 362 Little Collins St in the Melbourne CBD.
“After 14 years in business, our passion remains the same: bringing customers products we love, embracing more conscious shopping choices and adapting to the way people want to shop today,” Ms Goodwin told NewsWire.
“Registration is available through Eventbrite, and visitors can also register on arrival.”