First class workmanship at reasonable prices: redeveloping Berlin ready-to-wear’s international reputation (1919–1929)

The role that reputation plays in international market development is well recognized, especially within the fashion industry. However, most research addressing this topic focuses on firms and cities at the top of the international fashion hierarchy. Exploring an under-researched case, this paper examines the redevelopment of the Berlin ready-to-wear (Konfektion) sector’s international reputation after World War I. It analyzes under-cited German, American and British primary sources, exploring how global market shutdowns fostered increased competition, and examines the strategies adopted by Berlin ready-to-wear to redevelop its competitive advantage. Aligning with the literature on reputation building, it highlights the vital role played by international intermediaries in supporting sectoral development. It emphasizes the importance of intra-industry information sharing and collaboration and the impact of co-branding and event development on reputational (re)development and international trade.