Selling Silk: The Rise of Traveling Salesmen in 18th Century Lyon
"Discover how Lyon's silk merchants leveraged 'commis voyageurs' to dominate the fashion markets and drive economic growth in 18th-century Europe."
In the vibrant world of 18th-century Lyon, silk wasn't just a fabric; it was the lifeblood of the city's economy. As demand for luxurious textiles and fashionable goods soared, Lyon's merchants sought innovative ways to expand their reach and increase sales. Central to this expansion was the strategic use of traveling salesmen, known as "commis voyageurs." These individuals weren't mere peddlers; they were vital agents who connected Lyon's silk industry with the broader European market.
Unlike modern sales representatives armed with smartphones and CRM software, these 18th-century salesmen operated in a world of horse-drawn carriages, handwritten ledgers, and personal networks. Their role was multifaceted, involving everything from securing orders and managing client relationships to gathering market intelligence and even acting as bankers.
The success of Lyon's silk industry hinged on the effectiveness of these traveling salesmen. Navigating challenging routes, unpredictable weather, and the complexities of international trade, they embodied the spirit of enterprise and innovation. Their stories, gleaned from historical archives, provide a fascinating glimpse into the economic and social dynamics of the 18th century.
The Backbone of Lyon's Silk Empire
Lyon’s silk industry experienced massive growth during the 18th century. Starting with 2,000 looms employing 10,000 people in 1660, it ballooned to 10,000 looms manned by 30,000 to 35,000 workers by mid-century. On the eve of the French Revolution, 15,000 looms provided work for around 50,000 individuals out of a total population of 150,000. A relatively small group of about thirty merchants bought raw silk, while a larger set of 300 to 400 manufacturer-merchants transformed that silk into fabric to sell.
- Accepted deposits
- Settled bills of exchange
- Recovered remittances
- Discounted and negotiated letters of credit
The End of an Era
The landscape shifted dramatically in the 19th century. Increased competition from Prussia, Switzerland, Italy, and Austria created new customs barriers across Europe. Lyon's silk sales became primarily focused on England and the United States. The rise of factories and the advent of more modern sales techniques gradually diminished the role of the commis voyageur, marking the end of an era. The commis voyageurs facilitated a golden age that helped create new systems and modes of business, the new age required new ways to sell.