Jack, this would be a great time to tell us more about Opinel's advertising and the connection with the stress on the Sheffield knife industry.
I'll even send e-beer of the internetz!
Thanks for the cyber-beer my friend, it's been a long stressful day for me here, so I could use it :thumbup:
It's a shame I don't have the old 70's and 80's climbing and outdoor magazines I used to have to provide illustrations!
When I was a boy in Sheffield, the city's factories were still churning out pocket-knives, but outside the point of sale Richards cards, and one or two other pieces, I don't ever recall seeing any advertising for them. The first magazine advertising I can recall seeing was for Opinel knives, and this was in the Sunday colour supplements of mainstream newspapers and in the newspapers themselves. This would have been in the late 60's, and I have no recollection of who placed the advertising, but they played up the 'rustic charm' of the Opinel, which fitted in very much with the time in England. As far as I recall the adverts mentioned the handle material, the weight, and the supposed 'razor-sharp' edge. It wasn't long before I started to see Opinels appear and being carried as picnic knives, bought I suspect by people who wouldn't have bought ANY knife without the marketing. At the time Sheffield knives didn't have a good image, most of those who'd handled one had probably only had a Richards (the British Imperial). The Opinels were probably a bit more expensive than most Sheffield knives produced at the time.
I don't recall seeing much if any SAK advertising here, apart from the point of sale leaflets and displays, when the specialist outdoor shop began to appear, but nothing in the way of magazine advertising so far as I can remember. Perhaps they didn't feel they needed it, though for the past three or four decades here, Victorinox have primarily been distributed by a very quirky gardening supplier, that has never really pushed any of the products it wholesales by way of advertising. This company also distributed Opinel and Normark at various times too, but Opinel have mainly been distributed by a specialist knife wholesaler.
The Opinel magazine advertising continued through the 70's, 80's, and beyond, and I would see it in the fishing press, the climbing and hiking press, and in the 'survivalist'/bushcraft and shooting press. Usually it was just quarter page ads, similiar in design to the earlier advertising, and I have to say one of the things that galled me at the time was the talk of the 'razor sharp edge', which Opinels will certainly take, but you have to sharpen them first. Then there was the Vibrobloc safety mechanism, which of course made the knives far safer than those dangerous old slipjoints.
Throughout this period, the British knife industry was on its knees, with few people interested in the old-fashioned looking slipjoints produced. The Opinel was 'traditional', 'rustic', but never old-fashioned, and it was marketed in a way that the Sheffield cutlers were too clueless or lazy to emulate. Also, and even despite having fought a war against France in the same century (see for example
England's Last War Against France by Colin Smith), which is almost unknown here, the British have, for the most part, long been great Francophiles, or at least seduced by a marketing illusion. For example, for years here an appalling lager, which is actually a cheap and very
ordinaire beer in France, was not only sold extremely successfully, but sold as a premium beer, which was "reassuringly expensive", and promoted by a heavy marketing campaign featuring characters straight out of
Manon D'Source! So, whereas the imports from the far East were regarded with scorn, as not only lacking quality, but unpatriotic, and the Sheffield knives were clunky things like grandad carried, the Opinel was
tres chic and
de rigeur. In my opinion, Sheffield slipjoints, despite all my criticisms of the modern Sheffield cutlery business, were (and are) not only superior to this gallic interloper, but they provided better value for money (being in the same price bracket).
Can I have another beer to wash down the bile and bitterness please?
Jack