International couture: The opportunities and challenges of expansion, 1880--1920

Lourdes M. Font

Business History, 2012, vol. 54, issue 1, 30-47

Abstract: This paper explores the topic of the expansion of the haute couture businesses in the late nineteenth and early twentieth centuries across international frontiers. Concentrating on the period before and during World War I and on the couture houses of Worth, Paquin, Drecoll, Redfern, Bou� Soeurs and Lucile, it argues that international expansion was accompanied by the rapid development of innovative marketing and promotional practices, but hampered by obstacles that were ultimately impossible to overcome.

Date: 2012
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DOI: 10.1080/00076791.2011.626977

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