During the Austrian rule in the 19th and 20th century the region of Imotski was on geographical, social, political and economic margins. Nevertheless, much social turmoil and many movements could be seen in all of these spheres. Roughly speaking, the Croatian population initially exclusively saw the political elite, most often of Italian origin or those close to them, as a political opponent. However, as each society is a heterogeneous group in which social turmoil is constantly occurring (what happened in the town of Imotski after the departure of Italians from key ruling positions), the society of Imotski was divided into several political organizations as well. These conditions also continued when the domestic Serbs emerged as the new possible enemy. But, they did not last too long since in the new century the situation among ethnicities began to improve. At one point the ethnicities would actually come into contact as the population of Dalmatia and Imotski almost consensually accepted the idea of the South Slav community. During this period, the people of Imotski mostly prospered from the production of tobacco and wine. The educational system developed slowly and the school culture was not that much present in the society. When speaking about the way people of Imotski dressed, it started to change somewhere in the early 20th century as the style transformed from dinaric to mediterranean and civic.