Mido: Milan world eyewear capital from May 7 through 9
The 34th Mido, programmed to be held from May 7 through 9 at Milan's Fiera Milano headquarters, will be full of new ideas. It has also been confirmed as an important appointment for all international companies who want to promote and exhibit previews of their new collections, and rides the upturn in trend that has recently reached the international exhibition circuit linked to the fashion and accessories sectors.
The menswear fashion shows that have just ended in Milan registered a 16% increase in professional operators compared to the previous edition. In general, international business to business and highly specialized appointments are not only making a recovery, at this difficult time for the economy they are also the method of promotion companies prefer.
According to a very recent international study carried out by the prestigious Italian university, Cermes Bocconi, it appears that from 1985 to date, participation in fairs has doubled. Business to business exhibitions, the study says, are the elected information tool for purchasing processes because they offer companies the chance to show previews of their products and buyers the chance to get the widest panorama of the products, which in turn enables them to make selections that are innovative from the point of view of the latest trends and effective in terms of value-for-money comparisons.
So it is not surprising that in the main European countries the budgets allocated by companies for participating in fairs are high and, on average, represent about 70-80% of the entire budget for advertising and promotion.
As said above, there are many new ideas on the stocks. The Mido Eyesystem, for example, offers visitors and exhibitors exclusive advantages and services during the fair as well as throughout the year. The first are: Mido Easy Service has put together extremely advantageous travel packages created according to operators' needs and departure points. This is a completely new service Mido has created for the benefit of all the operators who take part in the exhibition every year.
Mido Easy Service offers operators the advantage and convenience of having at their fingertips the ideal combination for transfers and accommodation in Milan, and they can also extend their stay in Italy. There is an array of proposals for all tastes: short tours to find out about Italian cities, museums, the most picturesque areas, shopping centers, and all fully organized.
And this year the two areas, Mido Trend and Mido Tech, will be joined by Mido Sport, a special window where all companies can present their new eyewear and professional lens collections dedicated to various types of sports. The Milan fair decided to go ahead with this because the market is increasingly aware of the needs of consumers who are now demanding specific, technologically state-of-the-art glasses and lenses not only for leisure time, but also for sports activities at amateur and professional level.
'The Mido that will welcome operators to Milan from May 7 to May 9 will be in grand style', declared president, Cirillo Coffen Marcolin, 'with new ideas at all levels: from advantageous, personalized travel packages of great appeal to operators from abroad, to new initiatives that will give image and media visibility to exhibiting companies, to training courses especially for opticians.'
