In the Beginning There Was Fabric” Steiner1888 invests

STEINER1888 “IN THE BEGINNING THERE WAS FABRIC”

The industry is experiencing a period of reflection. Faster, higher, and further are buzzwords of the past. Today, customers demand quality and stories. Steiner1888 invests in high-quality products to refine the brand. Owner Johannes Steiner talks about loden as the basis that shapes the company profile. Interview: Stephan Huber. Text: Veronika Zangl. Photos: Steiner1888 Johannes Steiner is in- vesting heavily in the brand.

Loden will always be the core element of Steiner1888. How broad must a collection be?

We cannot offer everything, but that is not our goal either. That is why we deliberately avoid shirts and blouses, for example. At the same time, we develop new qualities and rely on external input, such as from our new designer Christian Weber. Together we took stock and concluded that in the beginning was the material. This is the basis of our realignment. We produce the material in-house and focus on jackets, both outdoor and indoor. The loden coat for ladies and gentlemen is absolutely in demand. We offer novelties such as light loden and soft loden, not to forget vintage loden. We serve the entire spectrum and reinterpret classic models. A current example is a patchwork loden coat. Every collection needs something unusual every now and then.

A shop window piece, right. But this is also the moment when the experienced sales manager advertises with a limited edition.

Exactly. We want to offer something new. That’s why, in addition to very light loden qualities, there are also caban varieties. When customers try our jackets, they should feel at ease. This also includes the look. Steiner1888 combines loden with very special patterns and colours: currently, for example, check designs or models in red, rust, or blue. Almost everyone has a grey loden piece in their wardrobe, but a rust-red one? We combine an unusual look with special cuts, such as a short coat or parka, in very high quality, but simply processed. Customers are looking for these highlights, which we are happy to supply.

Jackets range from blazers to “Schladminger” models. Where are the trousers for which Steiner1888 is renowned?

Trousers are our product competence. We focus on two cuts, one narrower and one slightly wider. However, there are different areas of application such as loden stretch, which we developed especially for

With its new collection, Steiner1888 takes the first step towards a much clearer profile and a trading up.

this purpose. At the same time, we offer models with a grittier loden theme. Trousers are always a feature of Steiner1888.

The new highlights for consumers are stories. Which ones do you tell?

We are developing a special mini booklet that tells the story of Steiner1888 directly on the product. The booklet communicates fabric tradition and material expertise. Customers make purchase decisions on site. The best way to reach them is with authentic stories. The customer dives into the world of Steiner and is subsequently convinced of the value of the products. The aim is to trigger a “must have” feeling.