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The Marketing

The marketing

​The home-made bobbin lace was marketed internationally. The tradition of craftsmanship, the typical local patterns and the solid quality were emphasised. This was one of the reasons why the bobbin lace makers appeared in their typical local costumes. The laces from the Prettau bobbin lace school were also subject to strict controls by an official commission before they were sold.
Bobbin lace from Prettau was presented and sold at various trade fairs.
Prettau laces were even used in toothpaste advertisements. These pictures from 1954 show Rosa Kofler Tasser, the niece of Rosa Kofler Mittermair, holding lace made in Prettau.
Rosa Kofler Tasser and Zita Benedikter with bobbin lace from Prettau.
Rosa Kofler Tasser (niece of Rosa Kofler Mittermair) and Zita Benedikter for a toothpaste advert, 1954
Picture of bobbin lace made in Prettau for toothpaste advertisements, 1954
Rosa Kofler Tasser (Rosa Kofler's niece) and Zita Benedikter in the living room at "Thekla".

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Image of girls and women in relation to lace-making and marketing
Child labour
Types of bobbin lace