Anfao: start of promotional program 2006
The Made in Italy promotional program for eyewear companies in 2006 has begun. This has been made possible by a sector agreement entered into by Anfao with the Ministry for Manufacturing which, on the specific presentation of a detailed program, foresees the possibility of obtaining public funding (50% will come from the public, 50% from Anfao) which will support and provide appropriate visibility to Italian companies throughout the world. It is a comprehensive series of useful initiatives for promoting Made in Italy abroad, a format that was tested some years ago and is giving results; this year, it will see the close collaboration of national and regional associations aimed at fully optimizing occasions for communication and doing business in all the most interesting international markets.
The program prepared by Anfao, the Ministry and Ice, in recent weeks has also received the full approval of Sipao's new Foreign Commission and is therefore ready to start. 2006 will open with the collaboration and renewed enthusiasm that has always accompanied the sector's initiatives.
The calendar includes 11 international exhibitions, three fashion shows (Shanghai, Moscow and Paris) with the presence of groups (22 companies will be taking part in Shanghai next February) and Italy Points at the Mido-Anfao institutional stands.
In addition, the jewel in the crown for the new year is the recently approved special design project, which will allow companies to strengthen their 'creative offices' with new and qualified resources in collaboration with established designers.
An ambitious promotional strategy which can be implemented only with the collaboration of everyone involved. This is the challenge launched by Anfao for 2006. The Italian Association of Optical Manufacturers will promote a series of initiatives aimed at returning prestige to a sector, like eyewear, that has always boasted the excellence of Made in Italy.
This route will also have the valuable support of Sipao, the Sezione Industrie Produttrici Articoli per l'Occhialeria of Assindustria Belluno, headed by newly-appointed Valter Da Rin.
'Our program for promoting our products abroad has never been as rich as it is this year with a wealth of opportunities for companies', stated Anfao president Cirillo Marcolin. 'Anyone who invests with determination in the main reference markets will certainly see the results over time. Italian eyewear has had the ability to look forward, to create a system with national and regional institutions, to continue its development and promotional activities abroad. The result today is important because it marks the start of an increasingly close collaboration between trade associations and companies'.
Strong support, therefore, for the synergic promotion of Made in Italy products, which will receive full support also from local bodies. 'Sipao', confirmed president Valter Da Rin, 'was extremely pleased to accept the project put forward by Anfao as an opportunity also for the companies in the Belluno district to multiply their chances for visibility and growth in international markets. The total availability of Anfao and Sipao is an excellent starting point for business in 2006 and aims at supporting small- and medium-sized eyewear enterprises in promotion activities abroad: backing the drive for development and supporting the search for new opportunities is the concept that must guide this synergic understanding'.
The 'cult' projects that now represent Anfao's constant promotional process for Italian eyewear include the special 'made in Italy' produced in collaboration with the international trade magazines 20/20 with world coverage. It will be published in nine languages - English, French, German, Italian, Spanish, Portuguese, Japanese, Korean and Chinese - with a distribution of 13,000 copies.
New to 2006 will be the agreement with the European Institute of Design. Anfao will be working with it on the 'design project' for the study of ad hoc collections for companies and aims at presenting them at the agreed events.
The first stage will be a study of eyewear design at world level and its possibilities of development and diversification. The second stage will be the creation of collections by individual companies which, in the Veneto region in particular, will be co-funded by pacts with the districts.
Mido is also looking into markets that have been little explored until now, such as the Saudi market: at Vision X in Dubai, the International Eyewear Exhibition, there will be a small stand available for associate companies as a reference point. The appointment with Shanghai and Moscow has been renewed, and Italian companies will have an Italy Point available to them where a 'made in Italy' eyewear fashion show will take place again this year. In Russia (Moscow, March 10-13), in addition to Italy Point, a new promotional method will be tested: the catalogue showcase, display windows for companies that will not be at the exhibition, and for the distribution of catalogs. The same formula will be proposed at Ioft (Tokyo, October 11-13).
At New York's Vision Expo East (March 31 through April 2) Made in Italy companies will have an Italy Point produced by Anfao-Mido. Promotional stands for Italian companies will be present also at the trade fairs in Brno and Madrid (Opta, February 24-26, and ExpoOptica, March 10-12). The same support service will be offered in Las Vegas at Vision Expo West (September 14-16), Beijing (September 26-28) and Hong Kong (November 7-9).
A new look for the renewed appointment in the French capital: evolution for the fashion show in Paris. In addition to the classical show, an important new idea is under development and will be communicated soon.
Last but not least, the VIP Club at Mido 2006 has been confirmed: the tried and tested system of services (dedicated area, online services, gifts) that the fair makes available to the VIP buyers indicated by companies.
