Hi-tech and new plans to fight the Italian eyewear copies

Made-in-Italy eyewear will be parading the catwalks also in Russia and the United States. Backing up this initiative is an agreement between the Ministry for Production - Foreign Trade Department and Mido, the most important international fair dedicated to eyewear.

'From March 9th to 13th', the president of Mido and Anfao, Cirillo Coffen Marcolin, said in the Affari&Finanza supplement of La Repubblica, 'we'll be at the Moscow Fair. Then we'll be going straight to New York where, from the 26th to the 28th , we'll be taking part in Vision Expo in New York'. Yet another step forward for Italian companies, which have been encouraged to show at major events over the border for two good reasons: the need for increased internationalization to fight the competition, and the fact that last year's experiment (the Paris show in the fall) brought good results.

Talking about results, commenting on the latest data from Anfao on the January-September 2003 period and the 7% downturn in the export of sunglasses, Marcolin explained: 'Clearly, when the economic situation is unfavorable, the first thing to be affected is fashion. That is, all non-essential products. In the case in point, let's not forget that in the golden years of Made-in-Italy it was sunglasses that had the biggest growth. For better or worse'. He added: 'Italian production in the sector is the best on the market. It follows that the income from counterfeit products is very, very high. What happens in practice? Made-in-Italy is ahead of the competition thanks to constant research, the high added value of technology, materials and everything else, but counterfeits, copies, are made immediately. It is a constant race to maintain the high standing of Italian products. A race that costs Italian companies in terms of investments and the development of new projects.'

How to stand up against counterfeits? 'It's the old story', Marcolin said. 'All the Made-in-Italy industries are in the same boat. And we're all acting with tools used since time: the request for a balanced exchange rate between the dollar and Far East currencies, a strong policy of support from the government, starting with the reduction in VAT on our products.'

Together with these requests and the shows in the US and Russia, 'the result of the excellent liaison that we started up some time ago between the Ministry for Production (and above all with the vice-minister, Adolfo Urso, ed.) and Ice', Marcolin underscored, 'innovations also involve Italy. At this year's Mido, due to open at the Fiera di Milano from May 7 through 9, there will be dozens of new ideas. With Fiera Milano we have activated Mido online to give all exhibitors the chance of a web window where they can promote their products throughout the year, and receive news in real time (through EyesWay, ed.) about the eyewear trends on the international market. Together with the national and international trade associations we have created training courses which will start during the fair in May, and will continue all through the year. Another new idea worthy of note is Mido Sport, an area of images, meetings and events dedicated to various sports, which will include glasses, lenses and the most innovative specific materials.'

Lastly, Marcolin spoke about prospects for 2004: 'If the super-euro makes itself felt, Italian eyewear exports will make their way in the world. One of the most important countries that is giving us hope is Germany, which already last year had not cut back on the purchase of the two Made-in-Italy lenses. And when the French and Spanish markets also pick up again, it will be the German market that will be the driving force for sales in Europe. But we're looking forward to good acceleration in Russia and in the old countries in the East, and in the new countries of the enlarged European Union.' As to the Far East, Marcolin concluded, 'If it recovers its economic strength as it seems to be doing, Japan will be a good outlet. It's more difficult to forecast what will happen in China and in the rest of the Far East: in that area, however, the recovery of an economy that's no longer held back by Sars and facilitated by exchange maneuvers, could lead to the recovery of 9-10% of our exports. Unless, of course, this 'chicken business' makes exchange rates take a dive again'.