The Fargo forum and daily republican. [volume] (Fargo, N.D.) 1894-1957, 1917-09-07
AMERICAN MERCHANTS
REPLACING GERMANS
New Opportunities For Trade in
italy Are Being Seized by
United States.

Rome Aug 10.-(Correspondenc
of The Associated Press.)- The gap
left by the withdrawal of German
and Austrian merchants from Italy
is gradually being filled by American
products" said H. p. Benton, an Am
erican who has for many years been
manager of one of Italy's largest
department stores, but IL Americans
wish to hold this trade they must
get around to extending credits and
catering to the trade by making
small-lot sales.
At do not mean that Americans
should do business like the Germans,
because they can't. German bust
ness was often a losing proposition.
The loss was made up in many cases
by direct subsidies of rs per cent
to firms pushing German goods. I
know personally OF a big firm in
Milan that handled German hosiery.
BY having this line Of goods manu-
featured in Germany in its own
shops instead Of in Italy, II receiv-
ed this subsidy and therefore under
sold not only Italian but English
competitors.
$50 you see, the Wanted German
business methods were not really
business at all. / think this subsidy
arrangement must explain why the
German turned out such a lot OF poor
grade goods. His big object was TO
make sales under all circumstances.
The more sales the more subsidy.
Now America is the only coun-
try which can supply many Of the
articles needed here. Therefore, X
her wholesalers demand cash at New
York, the Italians must pay or go
without the goods. But this system
does not tend to build up steady
trade. So soon as these merchants
get the opportunity, they will buy in
France and England, or else make up
| the goods themselves, as they are all
Eready beginning to do. Also, ii must
be remembered that there are no
large combinations of merchants
here, that It is a country of small
stores, and therefore, wholesalers
must be willing to sell in small lots.
In reply to inquiries. an American
firm will send over a handsome set
of literature and ask for an order of
thousands of the article in question,
when the buyer has only dozens in
mind.
Il think the Americans who have
looked over the field realize that Italy
is really virgin soil commercially,
and offers big opportunities for the
establishment Of manufacturing
plants backed by foreign capltal ana
worked by Italian labor From this
point of view, a thorough under
standing of the Italian mentality 10
necessary and possibly a long cam
paign of education to prove to the
workman that the employers inter-
ests are his interests. At bottom.
the Italians are goodhearted, sindly
people and il you get their goodwill
your way is much easier. One must
be cautious in making contracts, and
not take their little tricks too sert-
ously. r.. 80
From a rental point Of view,
business is now very good. The
majority of my sales are made to the
richer Italians. They are willing to
pay very high prices for what they
want, and they particularly want
foreign made goods. For this reason
American made goods go well. Am
erican shoes have already secured a
fine market here. think also that
the American hve-and-ten cent spec
ialty stores would do we'll. Other
American specialties like mems
shirts, socks, .underclothes, ready
made suits and overcoats may in
time secure a wide market. though
at present the custom is to wear
tailor-made clothes.