Word: stainless
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Dates: during 1960-1969
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CONSAGRA AND FRIENDS-Odyssia, 41 East 57th. Five contemporary Italians wear the mantle of their rich sculptural heritage with distinction. Pietro Consagra, winner of the 1960 Venice Biennale's International Sculpture Award, carves "colloquies" in slabs of stainless steel and wood. Alberto Viani smoothes sweeping surfaces to an Arp-like elegance. Quinto Ghermandi coaxes bronze until it is as fragile as a leaf. Francesco Somaini, Best Foreign Sculptor in Sao Paulo's 1959 Bienal. makes magnificent metal meteorites both rugged and grand. Leoncillo bakes gres (a clay mixture) until his solder-colored shapes look as if they sprung...
...said Blough, "he will find that there is plenty of competition in the steel industry, including price competition. In 1963 alone, on almost 100 separate occasions, we reduced one or more of our product prices. Some of the recent price changes were in galvanized steel, five major grades of stainless strip and sheet, and automotive upholstery spring wire. Now the price changes are occurring almost daily...
Word-of-Mouth. Before introducing the Super Sword, its stainless blade, Wilkinson was a little-known firm that had long been doing a comfortable business in ceremonial swords, bulletproof vests for fearful dictators and statesmen, and fire-detection equipment. It was pinning its future growth on a new line of high quality garden tools, had no desire to excite a battle of blades. But no matter how much it tried to down play its stainless blades and use them only to promote its tools, Wilkinson's blade sales took off in a flurry of word-of-mouth advertising. They...
What Wilkinson feared most has happened. Its success first lured such U.S. blademakers as Schick (Krona Plus) and American Safety Razor (Personna and PAL) into the stainless field. Then came Gillette, with its great bulk, big name and huge marketing facilities. By now reluctantly committed to a fight it did not want, Wilkinson set up additional manufacturing operations in Britain, Germany, Canada and the U.S. Needing new capital to pay for this expansion, it brushed aside more than 1,000 offers from outside firms to merge or associate with it in favor of putting its stock up for sale. Although...
...Gillette is not much happier than Wilkinson about the stainless revolution. The blades have given its competitors a new way to cut into the Boston blademaker's grip on the U.S. market; Gillette's market share has dropped from 72% to 57%, and profits in the first quarter slid 22% to $8.3 million. With a massive advertising onslaught, Gillette is regaining some of its lost ground, but the whole industry is worried about the stainless blades, which are grabbing an ever-widening share of the U.S. market. The companies making them fear that their success may eventually mean...