Salzburg traditional dress sales defy rising prices

Traditional dress remains a strong seller in Salzburg despite rising prices, ORF reported. Demand has held up during the Salzburg Festival season, with both international festival guests and local customers buying traditional clothing.

Traditional clothing retailer Lanz in Salzburg’s old town reported a positive festival-season balance. A summer dirndl from the long-established business costs 1,200 euros and is made in Salzburg by local tailors. Owner Willi Lanz said customers include both regular Salzburg clients and international festival visitors.

Lanz said he had feared the hot summer would affect sales, but the dirndl had proved suitable for temperatures above 30 degrees Celsius. His company has operated for more than 100 years and, he said, grew alongside the Salzburg Festival as international visitors brought its traditional fashion to customers around the world.

Customers looking to spend less can find dirndls from about 100 euros at cheaper retailers in places such as Bergheim in the Flachgau region. These garments are produced abroad, but seller Tanja Bauer of Zillertaler Trachten said demand had also remained strong there, with no noticeable decline linked to rising prices.

Business is particularly strong in spring and summer, Bauer said. Sales peak in April during the season of first communions, confirmations, weddings and beer-tent events, and pick up again from late August through October around Rupertikirtag and the Munich Oktoberfest. Customers at the cheaper retailer spend an average of 400 euros on a complete traditional outfit.