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.LOOK&FEEL
Vera Moser-Föger and Midi Föger have a right to be proud: The spectacular expansion of the shop in Telfs in Tirol has attracted a lot of attention.
FÖGER WOMAN PURE
TELFS
Heart and Spirit of the Times Modern architecture and major designer names are to be expected in Tokyo or New York but not in the small town of Telfs in Austria's Tyrol region. Owner Midi Föger-Moser is the exception with her daring remodel of Föger Woman Pure. Text: Jeanette Fuchs. Photos: Föger Woman Pure
new ground with modern showroom flair, reminiscent of a luxuriously spacious boudoir. With its philosophy of "style without pretension," the company tries to unite any contradictions between style and fashion extremes. Regular customers are willing to travel distances to spend an entire day with their personal style consultant. Föger-Moser doesn't think much of "inflated worlds of illusion," but she does place great emphasis on customer service. There's a reason why sophisticated clients come all the way from Zurich, Graz, Vienna and Munich to the small Tyrolean town. There are no casual customers. Telfs is not Tokyo.
A progressive product range requires an equally ambitious stage. To build her striking new store annex, Föger-Moser deliberately selected Swiss architects Pedrocchi & Meier, who had contributed to the planning of the Prada flagship store in Tokyo. Now the town of Telfs with its 15,000 inhabitants enjoys a more cosmopolitan reputation. The motivation for building the annex was less to achieve additional space and more to remain at the cutting edge and offer customers something new.
The owner and her style-conscious team overcome the disadvantages of an unpretentious location by putting their hearts into their work and being sensitive to the desires of their customers. She does all the purchasing herself. No article reaches the Föger Woman Pure sales floor without passing her discerning eye. "I'm the only one who identifies 100 per cent with the business," she explains. After spending a year in London, she took over the shop from her father in 1988 and updated the business.
Rich in Contrasts
Price Matters
A diamond-shaped roof, oversized front windows and a floating goods suspension system attached to overhead concrete beams serve as deliberate contrasts to the existing premises in the main building, which underwent a gentle makeover of the façade, floors and lighting. The cosy atmosphere so appreciated by customers has been maintained in the original building, but the annex breaks
"You could say I've been married to Dries van Noten for twenty years," jokes Föger-Moser. That describes not only her admiration for the Belgian fashion designer; it's also the way she sees all the renowned designers showcased at Föger Woman Pure. But the headliners have long since gone beyond Prada and Missoni. She also has a flair for newcomer labels offering individual creations at excellent value for money. She's convinced: "A Prada bag for 1,800 euros – those times are past. Today people prefer something from Alexander Wang for around 800 euros." When it comes to price, this progressive businesswoman takes a more down-to-earth approach: Prices must be justifiable. If it's too expensive, it doesn't get ordered. A T-shirt for 800 euros? Forget it. "I'd be ashamed in front of my customers," she concludes.
Föger Woman Pure. Obermarkt 20, 6410 Telfs/Austria, T 0043.5262.64001, www.foeger.com Opening: Main building: 1970, annex: 25 November 2010. Owner: Midi Föger-Moser. Staff: 10. Sales Area: Main building: 240 sqm, annex: 170 sqm. Lables: 3.1 Phillip Lim, Ann Demeulemeester, Alexander Wang, Balenciaga, Calvin Klein, Christopher De Vos, Diane von Fürstenberg, Dries van Noten, Halston Heritage, Kristensen du Nord, Marni, Missoni, Peter Pilotto, Prada, Rick Owens, Yves Saint Laurent.
style in progress