Liu Ke's Mega Vintage in Beijing. [Photo Provided to China Daily]

Luo Luo says she would never want to have a shop in a commercial block.

"My first location was an art area, with lots of studios around the place. The second was hidden down a tiny alley. I'm now in the French Concession area. There are many old European and French-style old houses around, and the block is just beautiful, with many small shops hidden inside."

In fact to get access to her find-me-if-you-can establishment you have to push open a blue door that is as unimposing as a door can be.

"Vintage is niche after all. If my shop is in a commercial block, 80 percent of the visitors who come into the shop just can't get the value of the clothes on my shelf. Sure, I am keen to popularize vintage culture, but it's also important that for my customers the shopping space is comfortable."

Song says she would advise against a vintage culture shop being in any place where there is a lot of foot traffic. Still, it is important that the shop be located where it is accessible and easy to find, she says.

"Of course a shopping center with a retro vibe would be great."

However, Lau of Delia in Beijing believes that just as a wine can be judged by its bouquet, the aficionados of vintage culture will easily be able to sniff out the outlet they are looking for.

His shop is in a hutong called Wudaoying and is graced with a navy blue door and a sign whose lettering is so small it would not be out of place at the bottom of an optician's reading chart. In short, to find Delia you really need to be looking for it.