Interviews
Both technical & commercial strategies helped us – Santoni SPA
12 May '09
6 min read
"We also did a lot of overseas market research and promoted our products more intensely in new markets for us like Vietnam and the up-coming markets of SE Asia like Indonesia and Malaysia. We also made a special effort to expand our sales promotions all over Latin America besides Brazil where we were already well established.
“Third, we laid stress on the development and promotion of our circular seamless machines tending towards sports and Knitted outerwear, as we believe this is still uncharted waters that can give as much as in the world of undergarments, where we have had some splendid performances in the recent past and moreover extend our seamless sector into the world of warp where we have conceived and designed a very new machine line that should keep and extend our leadership in the seamless world.
“These strategies both technical and commercial have provided a good response for our company in facing these very dramatically changing world conditions and paving the way for both the future and by the time this storm will be over, we believe that the world market will be very different from what it was before the great economic quake”, he ended by saying.
We then asked him whether the investments committed or proposed by textile companies in the past were fructifying, to which he said, “The global crisis has had different effects in kind and degree according the area or market. The main markets affected especially for us were the European- Mediterranean world, but here especially in Europe we were able to thwart the slowdown by supplying some of our avant-garde ultrafine large diameter machines that came just in time for some of the big names of knitting in Europe”.
He added by saying, “In Asia on the other hand the crisis has been softer in our field and after around the last Chinese New Year (early Feb 2009) we see that the Chinese demands and orders of our locally made machines have been growing very satisfactorily as well as some orders for some of our more sophisticated European made machines that have somewhat reawakened after March 2009. This applies both to our seamless circular machines and our large diameter knitting machine lines”.
“Bangladesh and Brazil, although they did have a slow-down in the initial months after the economic meltdown unfolded, still they have shown a very encouraging resumption of activity, that is both concrete and promising to increase and return again to preceding levels as they are becoming more and more sensitive to new machine models with higher quality or more versatile feature performances”, he concluded by saying.
We ended the interview by asking him the inevitable question as to how he foresees the industry faring in 2009, to which he positively said, “If the rhythm of work proceeds and grows even gradually as it has been doing since March this year, then 2009 will probably be for us quite acceptable and even maybe better than 2008, but the important thing is to be determined, to be creative, to be close and back your actual and future users, to be daring and to be ready to invest in innovations and new markets of the future because we know the sunshine comes after the rain and our whole past performance and professionalism has well prepared and equipped us to face this hard crossing of the desert”.
“Third, we laid stress on the development and promotion of our circular seamless machines tending towards sports and Knitted outerwear, as we believe this is still uncharted waters that can give as much as in the world of undergarments, where we have had some splendid performances in the recent past and moreover extend our seamless sector into the world of warp where we have conceived and designed a very new machine line that should keep and extend our leadership in the seamless world.
“These strategies both technical and commercial have provided a good response for our company in facing these very dramatically changing world conditions and paving the way for both the future and by the time this storm will be over, we believe that the world market will be very different from what it was before the great economic quake”, he ended by saying.
We then asked him whether the investments committed or proposed by textile companies in the past were fructifying, to which he said, “The global crisis has had different effects in kind and degree according the area or market. The main markets affected especially for us were the European- Mediterranean world, but here especially in Europe we were able to thwart the slowdown by supplying some of our avant-garde ultrafine large diameter machines that came just in time for some of the big names of knitting in Europe”.
He added by saying, “In Asia on the other hand the crisis has been softer in our field and after around the last Chinese New Year (early Feb 2009) we see that the Chinese demands and orders of our locally made machines have been growing very satisfactorily as well as some orders for some of our more sophisticated European made machines that have somewhat reawakened after March 2009. This applies both to our seamless circular machines and our large diameter knitting machine lines”.
“Bangladesh and Brazil, although they did have a slow-down in the initial months after the economic meltdown unfolded, still they have shown a very encouraging resumption of activity, that is both concrete and promising to increase and return again to preceding levels as they are becoming more and more sensitive to new machine models with higher quality or more versatile feature performances”, he concluded by saying.
We ended the interview by asking him the inevitable question as to how he foresees the industry faring in 2009, to which he positively said, “If the rhythm of work proceeds and grows even gradually as it has been doing since March this year, then 2009 will probably be for us quite acceptable and even maybe better than 2008, but the important thing is to be determined, to be creative, to be close and back your actual and future users, to be daring and to be ready to invest in innovations and new markets of the future because we know the sunshine comes after the rain and our whole past performance and professionalism has well prepared and equipped us to face this hard crossing of the desert”.
Fibre2fashion News Desk - India
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