21 August 2025  August Marks the High Season for Traditional DressIn Austria, the weeks leading up to harvest festivals and Oktoberfest celebrations mark a traditional peak season for Trachten – the country's regional and festive clothing. August has long been the month when wardrobes are refreshed with Dirndl dresses, Lederhosen, and Janker jackets, preparing for a calendar full of folk festivals and gatherings.Changing Looks With Vintage and Second-Hand FindsTrachten fashion is known for its continuity: styles rarely change fundamentally, but details evolve subtly over time. While the essence remains constant, many Austrians like to vary their appearance from one season to the next. Second-hand clothing and swapping events offer affordable ways to experiment with looks. Online platforms such as Willhaben can be a rich source of inspiration – yet success depends on taste, a trained eye, and a bit of luck. Without retail staff to advise, the experience is closer to a treasure hunt than a standard shopping trip.Regional Search Trends Across AustriaThe Willhaben team recently analyzed search and listing data to identify regional and generational patterns. The results show correlations between women's, men's, and children's clothing and the federal states. Popular search terms range from brand names such as Gössl, Tostmann, Krüger, Rettl, and Mothwurf to descriptive terms like Kindertracht (children's traditional dress) or specific regional styles, for example the Kärntner Dirndl (Carinthian dirndl).Children's Trachten Take the LeadA key finding of the latest evaluation: children's Trachten are driving demand. Relative to population size, the highest search activity for girls' Dirndl and boys' Lederhosen in 2025 comes from Carinthia, Upper Austria, and Salzburg. The year-on-year comparison reveals particularly strong growth in Carinthia, Tyrol, and Upper Austria, suggesting that Trachten traditions are being passed on with renewed enthusiasm.The Hunt for Hidden GemsCurrently, Willhaben lists more than 35,000 women's Dirndl, 5,500 Dirndl for girls, 6,300 men's Lederhosen, and 3,500 children's Lederhosen. In total, over 100,000 ads fall into the Trachten category. Prices remain stable, averaging around 75 euros for an adult Dirndl, 100 euros for men's Lederhosen, and approximately 30 euros for children's versions. Alongside traditional manufacturers, regional favorites such as the Ausseer Dirndl and the Kärntner Dirndl are in high demand.The numbers show that there is a wide range to explore on the second-hand marketplace – from everyday pieces to rare finds. For those with patience and a discerning eye, the chance to uncover a personal gem is always present. In other words: let the hunt begin. Image: A smartphone screen displays a listing on the Austrian online marketplace Willhaben. Shown is a girl’s traditional dress, a Kärntner Dirndl, consisting of a white blouse, a dark blue bodice with small white dots, and a red patterned apron. The price is listed at €60 plus shipping. Photo: © Willhaben. |