Riello, Giorgio. (2003) La chaussure à la mode: Product innovation and marketing strategies in Parisian and London boot and shoemaking in the early nineteenth century. Textile History, 34 (2). pp. 107-133. ISSN 0531-9870

Abstract

After 1815 a large range of French goods could enter Britain free of duty. Many London trades had to face new French products that had fashionable status and were often considerably cheaper than the equivalent British products. This article analyses the relationship between the Parisian and the London shoemaking trades during the first half of the nineteenth century. Its aim is to understand the economic transformations that posited London in direct competition with Paris. Starting with a quantitative analysis of the competition between the two cities, the article focuses on the differences of products, materials and the selling and marketing techniques of the Parisian and the London boot and shoe trades. The article aims to show how differences in the way products were marketed played an important role in the success story of French shoemaking.

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