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23 August 2023
Austria's largest marketplace, Willhaben, released 'Dirndl Trends' based on its latest statistical data of searches for traditional clothing
On the occasion of the upcoming Oktoberfest and harvest festivals in September and October, Willhaben, Austria's largest digital marketplace with a strong focus on second-hand goods, has released insights into its statistics on searches for traditional Austrian clothing (trachten) to develop trends based on the most searched brands and styles with additional information on the current stock in absolute numbers or the average prices of characteristic trachten pieces such as the women's dress dirndl.
At the end of July 2023, the term 'dirndl' was searched for more frequently on the marketplace than in the same period of the previous year - a trend that began to emerge at the beginning of May, at the start of the wedding season. Now, a few weeks before the Oktoberfest and harvest festivals, Willhaben has dug up the data on the current inventory: Around 30,000 dirndls, more than 10,000 traditional blouses and about 5,000 lederhosen were counted. The dirndls, particularly second-hand ones, are priced around 70 euros, while lederhosen are listed for approximately 102 euros. In the top ranking of the most searched traditional costume brands are Gössl, Wenger, Krüger, Sportalm and Tostmann. From the requests on Willhaben it can be concluded that consumers add variety to the basic dirndl by choosing a different blouse, apron or combining other accessories.
The Willhaben-Trachten-Check reveals that when looking for the right dress, a large proportion of users rely on classic dirndls and are often even looking for typical regional costumes. The blue print from the Mühlviertel is at least as well known as the Ausseer dirndl in the colors green, pink and purple or the festive Lipizzaner dirndl, which was developed by master tailor Sieglinde Pachatz as homage to the horses and their birthplace in Piber in Styria. Pachatz introduced the 'Lipizzaner Dirndl' as a trademark in 1996. The company Trachten Pachatz is located in the municipality of Köflach, as is the Lipizzaner stud Piber. The colors of the dirndl refer with green to the forests and meadows of the Styrian landscape, and with brown, black and white to the fact that most Lippizaner horses are born black, brown or dark gray and gradually turn white as they grow older.
Additionally to the 'classic dirndl' also two other categories, 'designer pieces' by renowned names like Lena Hoschek and Kinga Mathe and 'short dirndls', dominate the trachten search in the inventory.
Image: The depicted campaign image of the 'Willhaben-Trachten-Check 2023' on the most popular dirndl trends shows a dirndl by the Austrian company Gössl, which is the most searched for brand in the statistics of Willhaben. Photo: © Willhaben.
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