Paprika Schlesinger: The Development of a Luxury Retail Shoe Brand in Belle Époque Vienna

  • Richard A. Hawkins Department of History, Politics and War Studies, Faculty of Social Sciences, University of Wolverhampton, U.K.

Abstract

Paprika Schlesinger: The Development of a Luxury Retail Shoe Brand in Belle Époque Vienna

Design/methodology/approach Footwear is a neglected area of retailing and marketing history. Unfortunately no business records have survived from Robert Schlesinger’s shoe stores. However, it has been possible to reconstruct the history of the development of the Paprika Schlesinger brand from its extensive advertising in the Viennese newspaper the Neue Freie Presse with the guidance of the founder’s grandson, Prof. Robert A. Shaw, Emeritus Professor of Chemistry, Birkbeck, University of London, England.

Findings This paper suggests that Robert Schlesinger was exceptionally gifted at marketing and the success of his business is evidence of this.


Originality/value This is the first academic study of the development of a luxury retail shoe brand.

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Published
2015-05-01