WHAT'S THE STORY
Gwand & The City at Gusswerk Salzburg promises to combine inspiration and business in a personal atmosphere. The brand portfolio evidences a spirit of optimism.
GWAND & THE CITY
DAWN OF A NEW ERA Gusswerk Salzburg strives to develop a unique environment for clothing characterised by craftsmanship, quality, origin, and tradition. Text: Stephan Huber. Photos: Gusswerk
Like so many other areas, the traditional “Trachten” segment was hit particularly hard by the Corona pandemic. The cancellation of important festivals and events, from the Munich Oktoberfest to private weddings, has shown that a dependence on events and tourists constitutes an extremely shaky foundation for business. On top of it all, the Tracht & Country trade show, a longstanding seasonal fixture that was already struggling before the pandemic, was discontinued for good. For innovators such as Petra Kogler of Gusswerk and Hubert Stolzlechner of Modeagentur Stolz, this was the perfect moment to risk a new venture involving the creation of a contemporary, high-quality platform for the industry. Collective order days and a small summer party in and around the Gusswerk showrooms in August last year, which were thoroughly enjoyed by all attending guests,
were the impetus to take an ambitious step forward this season by ushering in a new era for lifestyle characterised by craftsmanship, quality, origin, and tradition with the launch of Gwand & The City. Kogler explains the concept: “We have set ourselves three goals. First of all, we hope that Gwand & The City will foster good business. Secondly, we are eager to offer inspiration beyond fashion. And finally, we wish to be an event where people can meet and exchange ideas in person. A place of interaction is more important than ever!” MORE THAN A CLICHÉ
There is, however, another goal the organisers hope to achieve in the medium to long term. Specifically, to address retailers and brands who currently still have a clichéd opinion of traditional “Trachten” and associated fields. Stolzlechner is convinced: “Our industry entails so many aspects that an increasing number of consumers will be demanding in the future. And what the many fabulous brands and manufacturers offer suits the daily look of many more people than is
currently the case. We want to contribute to unlocking this potential.” HARNESSING POTENTIAL TOGETHER
This can only be achieved together. That is why it is important to Gusswerk, as organiser of Gwand & The City, to involve other players, for example strong showrooms in the city of Salzburg, in a targeted manner, and to do so at an earlier date, initially brought forward by one week to the end of February. Effective coordination with direct neighbours Brandboxx is also high on Kogler and Stolzlechner’s agenda: “The better we work together, the better it is for our customers, for Salzburg as a location, and ultimately, of course, for our entire community. Together we will succeed in restoring ‘Tracht’ or ‘Gwand’ to a really powerful stage, with appeal far beyond the core target group.” Gwand & The City Order Days Salzburg, Gusswerk 25th to 26th of January & 25th to 27th of February 2022
style in progress
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