Lodenfrey?this name is not just a synonym for traditional Bavarian clothing, the family firm in the shadow of the Munich Frauenkirche has also transformed itself in recent years into a department store with exquisite designer fashion. On finishing the conversion of its original building, Lodenfrey looks back at the rich, 170-year-plus history of its fabric manufacturing, clothing factory and the store. This is a history of consistent innovation, whether the invention of the eponymous water-repellent loden fabric or forward-looking marketing ideas such as selling through direct mail catalogs and through their own shops. More than just a fusty chronicle, this book offers an exciting journey through the history of a fashion institution. SELLING POINTS: ? A richly illustrated history of the legendary Munich company. ? From Maximilian II of Bavaria to the Maharaja of Udaipur: at Lodenfrey the customer is always King. ILLUSTRATIONS: 100 colour and black and white photographs.
