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Both technical & commercial strategies helped us – Santoni SPA

12
May '09
The ongoing recessionary trends prevailing in the global markets has taken its toll on the worldwide textile and garments sector, this in turn would have also put pressure on the textile machinery manufacturing sector in the last few months.

Fibre2fashion spoke to a few reputed worldwide manufacturers of textile machinery. Amongst which is the Italy based, Santoni SPA, a division of the prestigious Lonati Group, and is an undisputed market leader in seamless machines for stitching of garments like, underwear, sportswear, beachwear and the outerwear market. Mr Giantiero Valsecchi, Sales Manager, India and Middle East was kind enough to spare time from his busy schedule to answer our questions.

We first asked Mr Valsechhi to tell us the impact of the global recession on the textile machinery sector in general and his company in particular, to which he gave a lengthy reply by saying, “Actually the year 2007 was generally a really good year for us (and we believe for most of the textile machinery sector and in fact ITMA Munich 2007 was a surprisingly happy occasion for almost all exhibitors and visitors of that very worthy show as we were all enjoying a fruitful year and were not sure about what we had ahead”.

He explained further by saying, “Then unfortunately almost immediately after that great Munich Show, by December 2007 the clouds were gathering and the first half of 2008 was really extremely bleak with a precipitated fall of sales all over the range of models and markets. For some companies like ours, this was an important warning call as it prepared us for the big quake that came about almost immediately after ITMA-ASIA in July 2008, when in September-October 2008, the world financial and banking world collapsed followed by the global recession at its worst”.

We than asked him about the steps have been taken by his company in order to thwart the effects of the slowdown, to which he said, “Since we could see the could see the signs of difficult times coming after the ITMA Munich 2007, in the interval before the big financial recession exploded, we had decided to enhance our strategy into various directions that we have always entertained, but made them more important now by giving them added and high pressure boost by implementing measures like;

“First we leaned on our research and development team for machine innovations which can produce more of avant-garde ultra fine quality of fabrics, as we know that when markets tend to shrink, users look for products that are rarer and give better margins.

“Second, we pushed our promotions, more towards the new emerging markets like Bangladesh and Brazil as well as those giants of Asia; India and especially China, where with foresight, since some years, we have already established a second productionfactory to build our machines at lower costs but maintaining our equally severe European standards of control and quality.


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