Italy: investments in eyewear advertising have tripled

According to an analysis of advertising trends in the eyewear segment in Italy carried out by Milano Finanza Fashion, ophthalmic frames advertising has tripled in one year, passing from 1.104 billion euros in 2002 to over 3 billion euros in 2003. An increase of 191%.

This strong growth is explained, Mff said, by the positive trend of the eyewear market. It has become a fashion accessory in its own right and therefore, like clothes and footwear, it is influenced by trends (design, line, color, material) in the fashion system.

And eyewear advertising is also to be found in media other than that traditionally used by the producers of eyeglass frames: so not only print, but also television, radio and the Internet.

Also according to Mff, an important factor has been the spread of brands 'loaned' under license by the worlds of fashion (Chanel, Armani, Gucci, Versace, Prada, Max Mara), jewelry (Bvlgari, Boucheron), sportswear (Nike, Adidas), and jeanswear (Diesel).

The increase in investments regarding sunglasses has been more restrained, even though volumes are greater: at 14 billion euros for the first ten months of 2002, in 2003 they exceeded 16 billion (+12.7%). But it's the seasons that play a decisive role in this segment: investments are concentrated mainly in spring and early summer (5.6 billion euros invested in June 2003), while February, March, August and September (less than 50 million euros at 09/30/2003) are low budget months.