Adapting in an ever-changing market

What is your own career history and how did you come to work for APA?

I joined APA at a young age, as a commercial director in charge of cutting graphic systems and self-adhesive materials. Today, after nearly 30 years, I am APA Group’s sales manager. I have had first-hand experience of our ever-changing market that covers screen printing, cutting plotter, digital printing, and car wrapping. This helps me to interpret its dynamics, foresee new needs, and choose the best strategies for the future of our company.

How does APA keep up with the ever-changing trends in adhesive film and graphics design?

Our marketing department is always in touch with our customers. This enables us to have a detailed picture of current market trends, and give the research and development department countless ideas and suggestions that they can turn into unique and innovative products.

If you could pick one or a few APA products you are most excited about currently, what would it be and what are its key features?

I am particularly fond of all of our products, without exceptions. If I were to pick a few historical products that have helped the APA brand to make a name for itself worldwide, I would mention Banner and Truck. These products are specifically designed for the decoration of PVC surfaces. The Truck line is still today the only cast film that is devised, designed, and guaranteed for this purpose. As for the future, I am sure that the wrapping industry will hit it big.



You added two new effects to your Black Line range due to popular demand, what has demand for these films been like since?

As mentioned earlier, after careful market analysis and research, we have decided to offer new finishes for the most appreciated colour in car wrapping, black, and the market responded with enthusiasm.

Having exhibited at FESPA this year, how useful do you find trade shows for generating interest in your products?

Trade fairs are certainly a golden opportunity to enhance brand awareness. FESPA is one of the most important international hubs in our industry. APA has always invested in direct relationships with its customers, a modus operandi that has always enabled us to offer products that meet market demands and needs.

You offer training courses for people to learn how to use your products, is this something you offer in the UK?

We firmly believe in the importance of training, as a fundamental tool to make new materials, and their unique and distinctive application techniques, known.


We run courses in our training classrooms or directly at the customer’s premises. Those interested in participating in our installation courses can write to apauk@apaspa.com.




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