Points de contact physiques et virtuels et construction identitaire. Le cas de la mode vintage

The paper focuses on the delicate match between digitalisation and vintage. Specifically, it aims to understand the use of physical and digital point-of-sales in the vintage consumers buying journey. On a theoretical level, a netnography on the Fashion Vintage Market in Lyon highlights that the use of virtual point-of-sales by consumers of vintage products, contributes to the identity construction process. On a managerial level, it shows that consumer practices are different according to the social media platform used and are more likely to complement than oppose one another. The discussion results in an original lecture, allowing to predict and reply to these new point-of-sales types in the studied context.