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In May 2016, Aleks Eror’s op-ed article ‘Dear fashion industry: Stop making up bogus subcultures’ on the HighSnobiety website accuses the fashion industry of creating ‘quasi-subcultures’, such as Normcore, Seapunk and Health Goth to promote specific fashion trends via the Internet. Eror argues that these fashion subcultures do not exist in resistance to mainstream culture (as he understands subcultures), but instead offer the specific fashions and their designers cache for being associated with a counterculture and connecting with alternative trends. Setting aside Eror’s narrow understanding of subcultures, he raises questions of authenticity and the current state of virtual fashion subcultures.

Still, there is evidence of these subcultures online and growing in substantial numbers regardless of their inception. Furthermore, persons identifying themselves with these groups practice alternativity, which delineates their scenes, artefacts, and practices from those of mainstream Western society. I pursue questions of authenticity regarding these recent fashion subcultures who appear to emerge in close proximity to the launch of specific fashions. The author explores the ways in which these fashion subcultural experiences differ from known subcultures. The author investigates notions of constructed resistance and perceived alternativity and marginalization, as well as how that positionality manifests into a fashion subculture identity.

The purpose of this paper is to provide knowledge on barriers to preventive action on early childhood overweight in non-western migrant families. It investigates the underlying understandings of the parental role in relation to weight control present in health-care professionals and in families.

The study is based on qualitative interviews with parents who are engaged in interventions aimed at helping them and their children to adopt a healthier life style, and on interviews with health-care professionals.

This study shows that the participating parents, all low SES and living under different forms of insecurity, perceived their parental task for the present as creating well-being for their children, and they were, therefore, reluctant to enforce dietary changes. The health-care professionals, in contrast, considered the need for change through a perspective on future risks.

The results are based on a rather small sample and the link between insecurity, family dynamics and health practice needs further research.

The participating parents represented a group that is rarely included in scientific research and the study, therefore, contributes valuable knowledge on health behavior in ethnic minority families. The empirical analysis provides new insights for health professionals regarding the suitability of the universal model of parental feeding styles. It illuminates the implications of implicitly applying this model in health interventions which involve vulnerable categories of parents such as refugees to western societies.

The purpose of this paper is to devise a comprehensive framework of the emergent shopping experience as the result of the combination of store access and the use of communication technologies, particularly social media.

The paper builds on a set of 20 semi-structured interviews to London-based young consumers aged 18-23 and adopts an exploratory approach aimed at understanding the broad relationship between retailing and social media use.

The findings highlight how an intensive use of social media and digital communication technologies emerges as an integral part of the shopping experience inside and outside the store.

Drawing upon the notion of the “experience economy,” scholars and practitioners are actually pushed to reconsider the role of traditional shopping as in-store experience that is evolving fast as an effect of the continuous progress into communication technologies. This concept contributes to knowledge development by linking research in retail with work in the area of consumer culture.

Marketers and retailers should consider that the shopping experience is no longer limited to the physical point of sale. This means that retailers should be able to provide a shopping experience that is natively networked.

The authors identify the emerging “networked experience” of shopping, which derives from the consumers’ widespread usage of new communication technologies to collect information, their willingness to share part of this information with others, while creating new digitally mediated relationships with retailers.

The purpose of this paper is to suggest grounded theory as a potential methodology within the field of arts marketing and the creative industries in general, particularly if the research aims to gain insights into consumer experiences.

Grounded theory is a general, qualitative methodology that is concerned with social processes and interactions. The paper looks at the fundamental processes that grounded theory must follow and provides an example of applying grounded theory in the context of researching the Goths, an aesthetic subculture.

The paper suggests that within the creative industries there is scope for the wider application of inductive, theory‐building methodologies that aim to provide deeper understanding of behavior.

The value of the paper lies in detailing a systematic methodology that scholars may apply across the spectrum of creative and cultural marketing from music festivals to museums.

Migrants to Norway disproportionately use emergency medical services while under‐using primary care, obviating the medical and cost advantages of the Regular General Practitioner (RGP) scheme. Little is known about migrants' use of the RGP scheme and the obstacles that affect ability and motivation to obtain or comply with treatment. The authors questioned 12 GPs around Oslo who serve migrants, using a semi‐structured interview guide. GPs defined migrants in terms of socio‐cultural difference rather than legal status, these differences often obstructing doctor‐patient communication and understanding. GPs reported that migrants often seem helpless in dealing with the public health service owing to language difficulties, differences in expectations and a systemic failure to co‐ordinate care. The findings suggest the importance of providing information about health services in a migrant's mother tongue upon arrival in Norway, of GPs taking detailed patient histories from the beginning to identify obstacles to communication and treatment, and of co‐ordinating emergency services with other care.