ABSTRACT
This chapter focuses on what kinds of gift items and souvenirs are marketed to female consumers and what narratives about the past are embedded in these marketing presentations. It presents how the display of clothing in certain museum and heritage environments brings together the worlds of fashion-related commerce and an experience of the past. Amsterdam offers a depth of cultural and historical experiences: Art and history buffs are well catered for in Amsterdam the galleries are world-class and the city centres heritage has been admirably preserved. Historical narratives of women at these cultural sites, therefore, may be particularly constructed to appeal to an educated female clientele that travels and patronizes these heritage, art, and tourism domains. Michael J. Ettema has noted that some people visit heritage sites to collect home furnishing ideas and in response museums put on craft classes and their gift shops sell objects for the home.
