TNAG-0163-FCO40-199-Export-of-textiles-to-Norway-and-Sweden-1969 — Page 166

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Design and quality

Realising that there would be no future for it

if it tried to compete on price, the Swedish textile

industry decided to concentrate on selling well-made

and well-designed quality products.

Although the

image of Swedish Design is perhaps getting a trifle

blurred round the edges, it is still a very strong

sales argument in foreign markets and needs no

amplification here.

The Trading pattern

some

The answer to the second question, i.e. why

such a modern and rationalised industry should be

unable to succeed in the domestic market, is very

complicated, but it is inevitably linked to

extent to the question of the trading pattern in

this country. Until competition from the Far East

and European countries began to make itself felt,

Swedish wholesalers and retailers bought what they

If these did not needed from Swedish manufacturers.

.ave what was wanted, buyers would look to

Scandinavian suppliers, and only if they did not

find what they wanted there would they approach

European manufacturers. (This buying pattern

naturally did not affect the purchase of very high

quality products, which at that time were not being

made in Sweden). This meant that by eeping an.

eye on the retail trade, Swedish converters, spinners

weavers and knitters could supply the makers-up with

the necessary materials, the makers-up could count

on assured sales to the wholesalers, who in their

Everything was on turn supplied the retail trade.

cont.