A positive outlook for sunglasses in Europe
Kids by SafiloUnveiled at Midothe new collection studied with doctors.
Futuristic inspiration
The result emerged from GFK’s Optical Monitor commissioned by Mido and Silmo.
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Issue # 5March 11th 2015
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Marchon puts eyewear on McmMarchon Eyewear has signed an exclusive global licensing
agreement with MCM (Modern Creation München), a global manufacturer of luxury leather goods, apparel and footweart that will grant Marchon the rights to manufacture and distribute the sun and ophthalmic collections under the MCM brand. The first deliveries will launch in March 2015 with a Made in Italy sunwear capsule collection, available exclusively across the MCM worldwide boutique network. The MCM eyewear collection will launch September 2015 in Asia, with a global roll-out in MCM boutiques, department and specialty stores, and select optical stores worldwide planned for January 2016.
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The two main trade fairs in the sector, Mido and Silmo, commissioned the Optical Monitor, a research into the development of the optical market in the main European countries. The results are explained by Simone Cornelsen - Account Director Fashion & Lifestyle – and Giampaolo Falconio - Global Eyewear Manager & Global Retail Manager Optic at GFK.
Which was the aim of the Optical Monitor?Last year GFK was challenged by the two Presidents who
were looking for a cutting edge solution able to show the most effective market insights to the sector’s stakeholders.How does the Optical Monitor work?
The GFK solution lies on understanding consumers’ in-formation and shopping behavior and on tracking every 6 months the latest trends in the European eyewear market. It’s based on more than 6,000 Quantitative Online Interviews representative of the European consumers in 5 countries (I, F, UK, D, E).Which where the most impressive data of your research?
We got a very high redemption which confirms optics to be an hot topic for consumers.Which are the main purchase driver for optical glasses and for sunglasses?
Plastic frames are clearly preferred to metal (54%) except for Germany, where metal is associated with higher quality. Full frames are clearly the standard style (71%) which might correlate with a higher visual acuity. Single vision (53%) and clear lenses (59%) are the standard equipment. Moreover, impulses purchases are clearly done for sunglasses (39%), especially in Italy (57%). Though the price is not the main dri-vers, it is seen to be taken into consideration in all countries except for Spain and Germany.Can you tell us the actual role of the POS material?
Typical POS materials are not of major importance when it comes to the purchase of optical products. Exception is Italy, where catalogues/magazines from brands and fashion
magazines are an important information source. In contrast to that, the product itself in the shop window (30%) and in-store (48%) but also the sales staff (52%) are key informa-tion sources across all countries.The consumer and the purchase in internet: which are its main defects and defiences?
Though the share of the internet purchases for optical products is not that high at the moment, there is a tendency of more and more offerings as the internet perfectly matches the consumer trend of “convenience”. Already 13% bought optical products online (in Germany even 22% due to the mail order heritage).What does the future for the sunglasses look like?
We have asked to consumers if they were going to spend in the next six months and there is a positive outlook for sunglasses in Europe, especially in Germany and France. The Italian consumers confirm to be the most demanding one, considering the average spending for sunglasses at e110.When will be the next Optical Monitor release?
The next update on consumer behaviors and market trends will be shown at Silmo.
From left: Giampaolo Falconio – GFK, Philippe Lafont – Presid. Silmo, Cirillo Marcolin – Presid. Mido, Simone Cornelsen – GFK
A positive outlook for sunglasses in Europe
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Mido Lab Academy: 3 questions to... NuiitWhat is the inspiration behind the brand?
Nuiit was inspired by the traditions of the fascinating people in the extreme north, where the splendid beauty of wild landscapes is very wearing on the human eye. With expertise and ingenuity these people protected their eyesight with primitive “eyeglasses” carved out of wood and bone. We have retraced this tradition and made it innovative with four different types of lenses in tempered optical glass fused with rare earths (Ace Amethyst Colour Enhancement) to guarantee the highest levels of wellbeing. Each lens colour corresponds to a different filtering capacity, which means that the eyewear can be adapted to suit the specific needs of the wearer.
Who is the collection for?For men and women over 30. For women who are attentive to wellbeing, elegant, creative and want fashion without boundaries. For men who appreciate the finer things of life, with an unpretentious, confident and simple style.
A comment on your presence at the Mido Lab Academy?Three interesting, challenging days definitely worth repeating. The Lab Academy made us feel at home and the mood almost seemed tailor-made for us: simple but packed with content. In the decades I have been visiting Mido, I found this 45th edition to be the most assertive and also the most appealing, and the claim “Never Ending Wonder” couldn’t have been any more fitting.
Mad in Italy enters Swiss market
BNL and Intercast together for sun lenses
Vista Eyewear, the Belluno company based in Alano di Piave and owner of the Mad in Italy brand, has expanded into the Swiss market. The brand is already present in the main European and Scandinavian countries in addition to Hong Kong, Macau, Philippines, Australia, New Zealand, USA and the Arab Emirates. According to Karin Schena, head of the foreign department at Vista Eyewear, “Switzerland is a market that is seeking brands with an innovative and unusual character which will enable us to the push highly technological contents that are the focus of our Mad in Italy collection. We have decided to set off on the journey with Santangelo GmbH of Zurich, an agent that has twenty years’ experience in the sector. This will allow us to study the market from close at hand and respond effectively and quickly to our clients’ needs”.
Under the Essilor Sun Solution umbrella, BNL & Intercast, two companies both part of the Essilor Group, have displayed at the Mido show in Milan a wide range of sun lenses (plano and sun Rx) subdivided into five macro-categories: Sport & Performance, Protection, Fashion & Lifestyle, Vision and Prescription. This is a totally customer-oriented production, starting from the needs of the user market, considering the frame designs, specifying the optical requirements, and ending with the selection of the most appropriate sun lens. Lenses - in NXT, polycarbonate, CR-39 or nylon – are available in traditional or personalized colours and can be specified with further enhancements, including photochromic, polarization, melanin and Vision+. The Vision+ lenses, thanks to built-in light management technology, enhance colour perception. The range also includes lenses which are made in Italy and specifically designed for the eyewear collections of fashion brands, including trendy gradient colours and beauty enhancer coatings.
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The new Kids by Safilo eyewear collection, devoted to 0-8 year olds and launched during last Mido, is a ground-breaking eyewear project. Conceived for children’s necessities, the collection is designed with a medical-scientific approach through the collaboration with Siop (Società Italiana di Oftalmologia Pediatrica) and WSPOS (World Society of Paediatric Ophthalmology and Strabismus), and it’s engineered with advanced technologies and materials. Paolo Nucci, professor of ophthalmology at the University of Milan and President of Siop, explained during the launch at Mido: “These frames were designed with the specific aim of creating a product
truly suitable for children, that finally responds to the Ophthalmologists’ daily recommendations to the parents. The outcome is a collection that can guarantee to the children safe and durable eyeglasses, created with bio-based materials and the best fitting for all ages.”
Turn over
Italia Independent participated in Mido for the eighth time and with innovation. Aside from presenting the new spring/summer 2015 collection, the Italian brand has launched Eyeye, a new line of “low cost” products (under 100 Euros) manufactured with HD digital printing and dedicated to young consumers, thanks to the diverse customization options available. Moreover, the collaborations with the German multinational Adidas for the adidas originals line and with Kodak Lens (Essilor Group) for an Eyeye frame that includes graduated prescription or sun lenses starting at 98 Euros have been officially announced. Together with the Kodak lenses, the famous slogan “Ciribiribì” has again been proposed and will make a comeback to the joy of nostalgic fans.
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From the left: Giovanni Accongiagioco (Managing Director and co-founder of Italia Independent), Marco Caccini (VP Essilor Group in Italy) and Andrea Tessitore (Ceo and co-founder of Italia Independent)
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Adrien Caillaudaud Creative Director Womenswear CarvenAlexis Martial Creative Director Womenswear CarvenFabio Greggio General Director ToyWatchPhilipp Greilberger EMEA Sports/Outdoor Lifestyle Channel Director SafiloKevin Hyland NA Sports/Outdoor Lifestyle Channel Director SafiloFrederic Laffort Country Manager UK, Ireland & Global Dept. Stores Channel Leader SafiloJacopo Venturini Chief Merchandising & Licensing Officer Gucci
New collections and collaborations for Italia Independent
Safilo studies kids collection with doctors
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New contaminations Experimenting with materials is part of Valerio Cometti’s DNA. After wood frames by W-eye, the designer set off on a new adventure with Made in Italy ambassador Tera, a creator of indoor and outdoor furnishings. “I Limiti”, a collection of vases, chairs, lamps and tables, writes a new architectural language by combining polyethylene with noble materials like marble and gemstones and explores space to define their shapes. The meeting led to shapes inspired by the principles of Boolean mathematics: subtraction, intersection and addition inspire unusual shapes to be discovered.A new contamination that establishes an intelligent dialog between seemingly distant elements to transform diversity into complementarity.
Futuristic linesContrasting geometrical shapes are a new source of inspiration for
architecture, as was demonstrated by the Blackfin stand at Mido. Its maximum expressions included MICX (Mons International Congress Xperience), designed by architect Daniel Libeskind. The space was opened officially in January with a ceremony at which Mons was designated European Capital of Culture for 2015. MICX has three main auditoriums (with 500, 200 and 100 seats), all fitted with Tangram seats by Poltrona Frau, which combines the functional needs of the auditorium with the comfort typical of a lounge seat designed in harmony with the architectural project.
Dark proportionsBalanced between precision
and femininity, the fashions created by Kazakh Ainur Turisbek are the perfect combination of that vein of eyewear that is fully expressed by Kuboraum’s Berlin models or by the Tom Rebl label. Dark atmospheres intertwine in perfect volumes and proportions, the outcome of a time when Ainur worked as a model for Gianfranco Ferré. The designer could be an upcoming creator of eyewear, as she said to WMIDO: “I would like to make sunglasses and I already have some ideas. When I do create them I will also pay attention to the quality of the frame and lenses. Then you really will be able to see the world through “your eyes”.
The Golden Age of fashion
Industrial design meets luxury eyewear through aesthetic thinking that translate into gold and silver details. No exception is prêt-à-porter, which has, surprisingly, blended and printed on fabric pure 24k gold and other precious metals like platinum. The patented idea is the result of the creative flair of designer Luca Micco, who was inspired by the creations of famous Milan artist Clelia Cortemiglia, a student of the great Lucio Fontana and famous for her “Spazio Luce” works of pure gold carvings on canvas. It was this light that led to Luca Micco’s golden intuition for inventing the exclusive technique of applying the pure gold that distinguishes garments in the Horo collections.
Design, fashion & lifestyle | Issue #5 | March 11th 2015
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