The Bridgeport evening farmer. [volume] (Bridgeport, Conn.) 1866-1917, 1917-09-04
AMERICA GAINS
ITALIAN TRADE
BY TEuTON LOSS
Products Increasing
In Favor.

Rome, Sept. 4.-"The gap left by
the withdrawal of German and Aus
TRAN merchants from Italy is grad
ually being filed by American pro-
ducts" said H. P. Benton, an Ameri-
can who has for many years been
manager Of one of Italy's largest de-
partment Stores" but if Americans
wish to hold this trade they must get
around of extending credits and ca
tering to the trade by making small
lot sales.
II do not mean that Americans
should do business like the Ger
mans, because they can't. German
business was often a losing PROPOSE
ton. The loss was made up in many
cases by direct subsidies of twenty
five 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
manufactured in Germany in its own
shops instead of in Italy, 1t received
this subsidy and therefore undersold
not only Italian but English COM
petitorss
$50 you see, the vaunted German
business methods were not really bus
mess at all. I think this subsidy ar
rangement must explain why the ,eGr-
man turned out such a lot of poor
grade goods. His big object was to
make the sales under all circumstan-
ces. The more sales the more SUBJ
sidy.
NOW, at present America is the
only country which can supply many
of the articles needed here. There
fore, If the wholesalers demand cash
at New York, the Italians must pay
or go without the goods. So soon as
these merchants get the opportunity
they will buy in France or England
or else make up the goods themselves
as they are already beginning to do
Also, 1t must be remembered, thai
there are no large combinations OF
merchants here, that it is a country
of small stores, and therefore, whole
salers must be willing to sell in small
lots. In reply to inquiries, an -Ameri-
can firm will send over handsome
set of literature and ask for an order
Of thousands of the article in ques.
ton, when the buyer has only dozens
in mind.
"I think the Americans who have
looked over the field realize that Italy
Is really N1Is4ll cOI1 SO111AliCiS Acsi1ys chS
offers big opportunities for the estab
Hshment of manufacturing plant.
backed by foreign capital and worked
by italian labor. From this point o.
view, a thorough understanding of ths
Italian mentality is necessary and pos
sibly long campaign of education tt
prove to the workman that the en-
ployer's5 interests are his interests
At bottom, the Italians are good
hearted, kindly people and If you ge
their goodwill your way Is mucl
easier One must be cautious in maxi
ing contracts, and not take their lit
tie tricks too seriously. ss.assg
From a retail point of view, busf
ness is now very good. The major
ity of my sales are made to the rich
err Italians. They are willing to pa.
very high prices for what they want
and they particularly want foreigl
| made goods. For this reason Ameri
can made goods go well. American
shoes have already secured a fin
market here. I think also that tn
American fiye-and-ten cent specialit,
stores would do we'll. Other American
| specialities like mems shirts. socks
underclothes, ready-made suits an
,overcoats may I'M time secure q wild
market, though at present the custom
is to wear tailor-made clothes"