Modern Marketing in Disguise (download)

Modern Marketing in Disguise (download)

This unconventional PhD thesis, written by AMFI’s fashion marketing  lecturer Marco Mossinkoff, reconsiders the role that marketing plays in the creation of a strong value connection between a brand and its consumers, at the juncture of marketing allegedly being in crisis…

‘Glue value’ of Diesel jeans a.o.

The author identifies different  types of ‘value connection’ between companies and consumers, expressed in terms of more or less ‘glue value’, defined on the basis of sociological an cultural attractiveness. Subsequently he analyses 4 brands, i.e. Diesel (jeans), Innocent Smoothies (fruit drink), the mini (automobile) and the MINI (automobile). Methodologically based on ‘grounded theory’, the ‘valuation process’ is analysed (expressed in terms of more or less company/consumer initiative), set out on a sliding scale between ‘hypermodern marketing’ on one side and ‘postmodern marketing’ on the other (‘HyPo-scale’).


Hypermodern vs postmodern?

Where hypermodern stands for one sided company activity (manipulation; company in control; passive consumer), and the postmodern approach stands for one sided consumer activity (laisser faire; passive company; consumer in control), this unconventional research allows for at least 2 conclusions:

  1. Most marketing advocated as postmodern is actually hypermodern marketing in disguise;
  2. Whether companies think up closed, open (or half) strategic marketing concepts, it is as plain as the nose of your face: long live diversity!

And in this sense: i wish you an equally diversified festive season!

Fred Goudswaard
librarian AMFI – Amsterdam Fashion Institute

Download Modern Marketing in Disguise  full-text (public)

Bloomsbury Fashion Photography Archive: Free book offer for survey responses!

(Sandra Ley, FTC SIG Moderator, posting for Emily Ardizzone, Editorial Assistant for Fashion, Bloomsbury Publishing Plc.)


Hi Everyone,

Bloomsbury Publishing Plc. is planning to create an online Fashion Photography Archive, with images dating from the 1970s up to 2000.  Images from this period in fashion history – before the advent of digital photography — are difficult to locate, yet are a source of endless fascination to students, given the cyclical nature of fashion design.  We would really appreciate feedback from expert Librarians such as yourselves!  If this is of interest, please find more information and a link to the survey below.

The purpose of this survey is to establish how to develop this resource to ensure that it is accessible, well designed, good value for money and meets the needs of librarians, scholars and students.  Your feedback will be invaluable!

*****As thanks for your participation, we would be delighted to offer you a free Bloomsbury book of your choice up to the value of £20!*****


Christian Lacroix Autumn/Winter 99/00. Photo by Niall McInerney. Fashion Photography Archive.

The image to the right from the Fashion Photography Archive (FPA) is from Christian Lacroix’s Autumn/Winter 99/00 show and the photo was taken by Niall McInerney.The Resource

  • An online educational resource.
  • Will include c.450,000+ high-quality fashion images dating from the 1970s to 2000. We plan to launch with 150,000 images, adding new images in batches each year.
  • To provide context, the FPA will be packed with additional materials such as exclusive articles, designer biographies, lesson plans and video and audio content, written by the best scholars in the field.
  • Images will be indexed according to a bespoke classification system developed with the needs of students and researchers in mind.  Images will be easily searchable and come with detailed, accurate information on Designer, Collection, Season, Object Type, Theme etc
  • Set to launch in Spring 2014.

 The Images in the FPA

  • Document changes over a vibrant period in fashion history; the images from this period are rarely available on the web.
  • Feature seminal moments of fashion history, from the birth of the supermodel in the 1980s, to the moment Naomi Campbell famously tumbled in her Westwood platforms on the catwalk, and graduate collections from famous designers such as Stella McCartney.
  • Provide both catwalk and behind-the-scenes coverage of fashion’s most celebrated houses: Dior, Chanel, and Yves Saint Laurent, to name but a few.
  • Feature photographs of fashion industry insiders and document street style to present a well-rounded and in-depth chronology of the fashion system in its entirety.

Complete the survey here:

If you have any questions feel free to contact me:

Emily Ardizzone, Editorial Assistant for Fashion, Bloomsbury Publishing Plc.

Prato Textile Museum Exhibition – Vintage: The Irresistible Charm of the Past

The Prato Textile Museum Foundation is pleased to invite you

to the exhibition

Vintage:  The Irresistible Charm of the Past

December 8, 2012 – May 30, 2013
Prato Textile Museum
Via Puccetti 3, Prato, Italy
(ARLIS/NA Fashion, Textile & Costume Special Interest Group member Annamaria Poma-Swank provided this stunning gown for the exhibition!  If you’re visiting Italy in the next several months, this exhibition is a must!)
La Fondazione Museo del Tessuto di Prato è lieta di invitarla all’inaugurazione della mostra
Vintage. L’irrestistibile fascino del vissuto
venerdì 7 dicembre 2012, dalle ore 18,30
Museo del Tessuto, Via Puccetti 3, Prato

ATTN: FTC Information Resource Vendors…


We are pleased to announce that the FTC SIG blog is now open to commercial posts on a trial basis to subscribing fashion, textile & costume information resource vendors!

We would be pleased to receive updates  regarding newly published information resources and new database features of interest to FTC librarians.  You are also welcome to solicit our views on creating new resources and improving existing resources.

However, in order to not overwhelm FTC SIG members with too many postings, we ask that each vendor please refrain from posting more than once a month.

Our members will determine whether to make this feature a permanent part of our blog at our annual SIG meeting during the ARLIS/NA Conference in April.  If you have any questions or concerns, please don’t hesitate to contact me.

Thank you very much for keeping us informed!  We’re looking forward to hearing what’s new!

Sandra Ley, FTC SIG Moderator