Friday, December 2, 2022

Duttweiler made common cause with the women

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First of all: “Dutti”, as the Migros founder Gottlieb Duttweiler (1888-1962) is affectionately known in the vernacular, was not a food contemptible. He liked to have a glass of wine or a schnapps, often had his picture taken with a cigar in his mouth, and was not averse to hearty food. Duttweiler could use this boost because the bourgeois establishment had conspired against him and forbade him from founding his own branches.

As an entrepreneur, Duttweiler was fairly successful before founding Migros, but his ideas failed a few times. But Dutti was above all a marketing genius, long before modern marketing developed in the US after World War II and made its way to Europe. “Dutti has always adorned its commercial goals with an ideal superstructure,” explains Migros expert and publicist Karl Lüond (77) in an interview with Blick.

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