Chapter victorinox05

READ OUT LOUDTHE STORY BEHIND

- VICTORINOX-

SHARPENING THE KNIVES AFTER 9/11

BEFORE YOU START….

please look into your camera and tell us slowly your name, city and country… Then you can start reading this paragraph out loud… Have fun!

“This crisis taught us that putting all our eggs in one basket is not the right strategy. Which is why we invested in other product categories that tie in with our brand, such as kitchen knives, watches, bags and fashion.” Victorinox

is aware of the serious threat that the Asian imitation market poses for the future. “The quality of the Chinese imitations is getting better and better, so I expect it will become increasinglydifficult to compete solely on quality in

the future. This means that it will become even more important to distinguish ourselves through our brand.” Victorinox has opened offices in eight countries, in order to serve the various countries better. “We used to

work with an importer who was responsible for the sales in a particular country. Since these importers represented a variety of brands, the focus wasn’t always on our products.

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