A golden-yellow sun bathes the cosy square in warm light as the last leaves shed their summer green. The air is cool and smells of autumn. Which is why scarves and long coats are now milling around outside Adolf Rauscher’s shop in the heart of Innsbruck. “Heu & Stroh - Trachtenmode von Rauscher” sits right in the Wilten district, as steeped in tradition as it is up-and-coming, and offers a varied selection for traditionalists and fashionistas across more than 300 m². Because modernity found its way into traditional Alpine fashion long ago, shaking up not just Oktoberfest but the catwalks of the world too. And since shopping can be a highly emotional affair, the right scent experience from AROMEA is a must too. Owner Adolf Rauscher has recognised that too, and he talks to us about developments in traditional fashion and about the scent marketing in his shop.
Question: “Heu & Stroh Trachtenmode” - that surely doesn’t just mean dirndls and lederhosen. What defines traditional fashion today?
Rauscher: Exactly, traditional fashion stands for a great deal more today. That’s why we see ourselves more as a shop for the Alpine lifestyle. Apart from the classics, skirts and dresses in particular are coming back to life for women, but they’re being completely redefined. The pieces we stock from Lena Hoschek reflect this especially well. Men, on the other hand, like to wear a casual Luis Trenker jacket in a laid-back rather than a traditional way. Even so, we also want to pass on traditions, so alongside modern interpretations we offer traditional models such as the costumes of individual valleys.
Sustainability, moreover, has always been part of our industry’s identity. That’s why we attach great importance to regional sourcing for our products. For example, we source the wool for our Janker jackets locally and make sure that most of our products are made in the Alpine region.
Question: So what do customers find in your store?
Rauscher: Fashion for women, men and children that suits the Alpine lifestyle - all in an elegant and relaxed atmosphere. We often get to dress entire wedding parties. Then it’s prosecco and coffee for everyone first, before our team takes time for each customer’s individual wishes.
Question: What scent wafts around your nose here, and how did you come up with it?
Rauscher: At the moment, our flagship store on Wiltener Platzl smells of Alpine nature, inspired by our impressive surroundings. Thanks to its soothing blend of mint, pine and cedarwood, the high-quality room fragrance “Crisp Breeze” has both a refreshing and an energising effect. The hint of grapefruit, meanwhile, provides a special wake-up call on long shopping days. But our guests can soon look forward to the fragrance “Christmas Delight”. Cinnamon, star anise, vanilla, orange and a light note of pine will then spread pre-Christmas charm around our shop.
Question: Which diffusers did you choose to spread the scent experience?
Rauscher: We’re delighted with the brand-new AROMEA PRO TOWER in black. Both the high-quality design and the easy handling simply won us over.
Question: If home and fashion were a scent, how would you describe it?
Rauscher: Hmm, I think that would mainly be strong scents like mountain pine meeting Swiss stone pine. Now, in autumn, I also think of chestnuts and cinnamon, while in spring a lighter note like rose water joins in. That’s how home and fashion smell to me.
Thank you for talking to us!
Adolf Rauscher on the scent experience at Heu & Stroh
