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- W4312909254 abstract "Abstract This chapter examines the phenomenon of fashion in eighteenth-century France. It focuses on the silk industry of Lyon, easily the biggest industrial undertaking in the country, employing some 34,000 workers. The Lyonnais industry dominated the European silk industry, turning out cloths of particular beauty, especially multi-colored flowered brocades much in demand at Versailles and in the highest social circles. It gained this European supremacy by means of its superior design, technical finesse, and nimbleness, changing its designs on an annual basis to stay ahead of silk manufacturers elsewhere who attempted to copy their patterns. The Lyonnais invented this policy of systematic planned obsolescence early in the eighteenth century. The chapter examines the design, manufacture, and marketing of silk cloths. Marketing was carried out in close cooperation with Paris mercers, whose elegant shops enticed both local and international consumers. This was an industry utterly dependent on fashion, effectively recruiting the fashionable public of Paris and Versailles to show off the designs in promenades, salons, and social events. The chapter also examines the woolen and cotton industries, whose business was also thriving in the eighteenth century and was also driven by a powerful fashion dynamic." @default.
- W4312909254 created "2023-01-05" @default.
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- W4312909254 date "2021-01-01" @default.
- W4312909254 modified "2023-09-26" @default.
- W4312909254 title "4. The Empire of Fashion" @default.
- W4312909254 doi "https://doi.org/10.7208/chicago/9780226770635.003.0005" @default.
- W4312909254 hasPublicationYear "2021" @default.
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