"LUXURY remains in FASHION"
Dr. Rainer Trefelik, Head of Trade at the Austrian Economic Chamber (WKO) and Managing Director at the venerable Viennese family business Popp & Kretschmer, discusses limitations in luxury, fashion trends, and the need for optimism.
Text: MANUELA TIEFNIG Photos: RAFAELA PRÖLL
Evolving from a small leather goods shop, the family-run Popp & Kretschmer has stood for excellence and perfect service since 1889. In 1976, Peter Trefelik established an exclusive fashion address in the 1st district of Vienna, and the company has since become one of the top fashion houses in Vienna. On the occasion of “10 Years of Park Hyatt Vienna,” his son Dr. Rainer Trefelik reflects on the past and looks to the future.
What does luxury mean to you?
For me, luxury means being able to enable the small joys of life: sometimes it’s time or a vaca- tion, sometimes it’s things you buy for yourself or your family. Luxury has many facets.
Exclusive fashion at the Viennese family business Popp & Kretschmer by Huishan Zhang
Among other items, the collection includes sandals and Swing Pumps from Giuseppe Zanotti Design.
Regarding fashion: Will luxury ever be out?
One must ask what luxury is. In the fashion sector, there is a wide range – our family busi- ness I would not place in the luxury segment but define as an upscale multi-brand store. That’s why I can’t relate much when we are referred to as a luxury temple. Our range includes casual items from T-shirts to elegant evening dresses. However, during the crisis, we saw that the so-called “small luxury of everyday life” performed well, such as in per- fumeries or drugstores. In the fashion sector, there are waves where demand for fashion is sometimes stronger, sometimes weaker: people will always want to dress nicely. Luxury re- mains in fashion.
You don’t take it as a compliment when your business is called a luxury store?
No. The term luxury limits us and creates a barrier that is not necessary. We have a wide range in our assortment, but in public percep- tion, we are primarily associated with evening dresses. However, it is important to explain that a predominant part of our collections are daywear or shoes. Our customers experience luxury in terms of service, personal advice, or ambiance.
What developments have you observed in the last ten years?
The last ten years have been quite challenging. The conflict in Ukraine and the resulting war changed tourism in Vienna. We had a pandemic and multiple crises – since 2019 it has been a turbulent time with many changes.
How do you look into the future?
As a trade entrepreneur of a family business, one must have a necessary dose of fundamental optimism. I hope that we can handle the uncertainties due to inflation or international crises, because these are currently not rosy times for trade. But, to end on a positive note: fashion is for beautifying, fashion is the luxury of everyday life, and fashion is about experiencing joy.
Extravagant: Mid-calf sequin dress by Zuhair Murad
POPP & KRETSCHMER
Popp & Kretschmer
Kärntner Straße 51, 1010 Vienna
tel.: +43 (0)1 512 78 01
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