Magazine of the Week

Hi, everybody! Welcome back to our Magazine of the Week feature.

 

I’ve been super busy organizing the new Periodicals and Electronic Resources department after the summer’s move, but I’m finally caught up enough to resume writing the Mag of the Week.

So. This week’s magazine, Athleta, is actually a store catalog. We subscribe to a number of these. A lot of American fashion isn’t the expensive, exclusive runway fashion that shows up in magazines like Vogue, and isn’t avant garde enough to be covered in Surface or V, but is still part of the story of what American men and women wear. In addition, having the prices of items with the images of the items themselves provides invaluable cost-of-living data for future researchers.

 

Athleta was begun 1998 by Scott Kerslake, a cyclist and surfer. He brought his entreprenurial background (development team at an internet startup, founder of Mirival spa in AZ) to a problem he heard repeatedly from his athletic friends: The women he cycled with couldn’t find athletic wear they liked.

 

 

 

 

 

 

Few stores carried active sportswear for women, and what there was was gray or black, and couldn’t be worn to work as well as work out. He hired women and men (but mostly women: the staff was 90% women to begin with) who were runners, cyclists, triathletes, yoga instructors, boxers: all athletes,  who used the products as well as designed, marketed, and sold them. The company began as a catalog sales and expanded rapidly into web sales.

 

 

 

 

The company did so well that it was able to get venture capital in 2002 to expand and update its web offerings. Then in 2008, the Gap bought the company in order to move into the burgeoning althleisure clothing market. By 2011, the Gap opened retail stores in Marin County, California, and San Francisco, epicenters for active, health-conscious consumers.

We started subscribing near the end of 2009. The active sportswear market is an important one in today’s retail mix, and this is a great example of excellent merchandising and niche design.

 

For more information about this company:

http://www.athleta.com/

http://www.nytimes.com/2003/07/06/business/grass-roots-business-dressing-women-to-sweat-fashionably.html

https://www.buzzfeed.com/sapna/gaps-big-bet-on-athleta-and-the-new-way-american-women-dress?utm_term=.xiRK0QA0e#.obow0Db0Y

http://www.nytimes.com/2011/01/13/business/13athleta.html?_r=0

http://www.athleta.net/2015/07/31/heritagefall2015/

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What are you working on, prof?

This is

This is my favorite event hosted by the library. Each participant brings something different and interesting to the show. It’s super cool to see people do the things they get excited about in a cabaret-like setting. It’s relaxed and inspiring at the same time. If you’re in the neighborhood, maybe you’ll join us!

 

 

 

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New Periodicals & Electronic Resources Space!

Hi, everyone!

As I mentioned a few times, the Periodicals & Electronic Resources department (PERS) moved this summer. It went from it’s old spot on the 6th floor of the library to a new home on the 4th, right across the hallway from SPARC. We reopened for students on Monday, August 28, and for visitors on Tuesday, September 5.

Here is the PERS desk, newly painted. As you can see, we have twice as many titles on display as we used to. We also have nifty new display shelving, thanks to the good work of the FIT Office of Library Directors (FOLD).

Although we  are still moving stuff behind the scenes, we are ready to help students and visitors (you can make appointments here) again. All the stuff you used to come looking for on 6 is now down here. This includes fashion and design magazines from all over the world, designer look books,

store catalogs of all sorts, the collection of old Vogues and Harper’s Bazaars for brousing,

We even have a special section of auction catalogs for browsing.

 

You can still figure out our complete collection via our nifty LibGuides:

Periodicals by Title and Subject

Forecast Collection

And many of the friendly staff you’ve worked with before are still there waiting to help you again! Please stop by and see our new home!

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