Goodbye, Otto catalog! | NDR.de – NDR Info – Broadcasts

Stand: 28.12.2017 13:47

The Otto catalog is soon history – the cultural history downright. The company has announced that the last issue will be published in early December. After that, Otto is only digital

A gloss of Erik Heinrich, NDR Info

There are events that mark turning points in human destiny; a change of time, a gateway to a new era. The world seems to slow down for a moment: where were you when the first human came to the moon? When did the wall fall to Berlin? When Hamburg trading company Otto announced that it was building its catalog? The main catalog, once printed Zeitgeist, will be delivered for the last time in December.

Otto goes in pure line

Otto the Great, who has already survived the competitors Quelle and Neckermann, but is only a kid, a David compared to the industry Goliath Amazon, is pure future, marketing-talk, online-driven.

What were those moments, when whole streets waited for the breathless factor with the thick, brilliant batzen. When Dad, Mom, Opi and the Kleenen blinked in the fever of order. "A good thing, order with this catalog – write immediately to: Otto Versand, Hamburg!"

Enlarge the picture

December is finished with the brilliant Brummer

Without Otto, the library is empty

Well, people, history! German forests breathe. Trees are probably spared each year on an area about the size of Hamburg-Altona. But what sadness on the other hand, spontaneous investigation in the circle of knowledge: The teacher Sigrid S. is close to the nervous breakdown: What should my collages do now? Grandma Helga: How should I order my bady underwear, for example on the internet? Rolf: What do I put under the chair of ease? And Tina: Without Otto's catalog, my library is empty!

From all-purpose glue to an influencer

68 years have pbaded since father Werner Otto scissored the first catalogs of shoes, edition 300, with scissors and universal glue. The old man was a philosopher and loved to quote Heraclitus: "panta rhei – everything flows." And that's where it ends today: influencers like Elena Zahir (whoever) are now moving in line with something like "Whether it's for a drink after work or a walk in City: This season, with a casual chic outfit and vertical stripes everything is fine. "It's good that you are listening to the radio and you do not have to see the shoes for these chipmunk pants!

And in ten years? If we still eat happily and our big brother does not have He did not swallow the little Otto, maybe Otto reads from our user behavior the most secret wishes and book without us having to order.If this gets stupid, then we must wear all striped trousers in casual chic.