Eyesway asks……..Allison replies
Mido is almost upon us and, in order to fulfil our reader's wishes, Eyesway has decided to hear the opinions of some of the key players in the eyewear sector before the 2009 edition of the event gets underway.
Allison's CEO, Antonio Bortuzzo, will be answering our questions today.
- How do you perceive the situation in the eyewear sector, given the current global economic crisis? What measures do you believe could be adopted to prevail over this particular moment?
It is difficult to estimate how long the current economic crisis will last and what impact it will have on our sector. Of course, we cannot expect a turnaround in trends, at least not until 2010. The problems we are currently facing need to be solved by placing a greater focus on efficiencies, products, research and development, the use of innovative distribution techniques, as well as providing greater assistance to opticians in order to fully distinguish offers and understand the consumer better. We need time and resources to do all of this, as well as enthusiasm, so that we can approach this crisis as an "opportunity" for future growth and renewal.
- What are your plans for the future for the company?
At Allison we have reached the end of a renewal process, which began with my arrival approximately a year ago. The process involved the entire corporate and commercial structure, as well as operations and brand management. We have worked on our licence portfolio, rationalising and modernising the way we deal with licences - from design to product development and marketing - as well as boosting their potential with the arrival of Lucio Lozza, who has been with us since September of last year. Lucio is implementing new brand management, marketing and design techniques and procedures (Lucio Lozza has spent 5 years gaining experience at Marcolin USA in America) and is currently training our internal team that handles licences. We will concentrate our efforts on total product renewal in 2009, increasing quality and design as well as refining materials. In terms of Marketing, we will focus on trade, helping opticians with sell out as well as with modernising communication in their shops. We will also continue to channel our energies into Try, our house brand, renewing its range as well as launching new technologies to attach lenses. Try enjoys a leadership position in the 3 piece segment on the Italian market and combines lightness and extreme user flexibility with the latest technology. Our objective is to consolidate its leadership, in part by tying the product to an innovative charity project. At Mido, we are going to launch "Try to Aid." Every time one of its multicoloured frame-stem kits is sold, a contribution is made to CESVI - an international non-profit organisation that supports a group of orphans in Brazil. We are also currently defining another project with a leading brand from California that has just joined the eyewear sector for a new license to produce and distribute niche glasses for specific markets.
- Mido is almost upon us. Will you give us a preview of the latest creations that your company is going to present at the fair this year?
First of all, as I said before, we are going to launch the "Try to Aid" project at Mido. It is a charity initiative involving a kit with 1 Try change pair of glasses (2 male and 2 female forms will be available) with 3 interchangeable stems. A part of the profits from the sale of the kit will be turned over to CESVI, an international non-profit organisation that supports a group of disadvantaged youths in Brazil. We will also be presenting a pair of limited edition sunglasses for the luxury brand, Mercedes-Benz. They have been designed entirely in carbon fibre, with Zeiss Skylet and NXT lenses, and their interior is lined in rubber. For the Gianfranco Ferrè luxury-fashion brand instead, we will be launching a limited edition called the silver special edition, which contains 3 exclusive eyeglass models and 3 exclusive sunglasses decorated with real silver inserts. Zerorh+, the luxury-sport brand, will be concentrating on an innovative technical sports model with NXT photochromatic eyeglass/sunglass lenses. We will also be launching a pair of special edition heart-shaped sunglasses for Moschino chosen specifically by Madonna for her world tour.
- What are your expectations for the "new" Mido? Could it be a way to avoid the crisis?
Mido is still the most important trade fair in our sector; it is a moment for discussion and proposals. It is crucial for us to meet with our most important clients and discuss how we are going to face this difficult period together. It won't bring about an end to this global, epoch-making crisis, but it will take us a step closer to discovering and experimenting with new solutions in marketing, merchandising and distribution.
- Mido will be held in March to meet the needs of the Fashion sector. How does your company see this scheduling change to March? Was it a favourable decision?
At this point in time, I do not believe that holding Mido earlier could bring about a turnaround in market trends. Our clients are still unable to forecast which way consumption will be heading, and prefer to wait before committing themselves to purchasing new models. Time is required. Furthermore, it is hard to understand whether having 3 other fashion and accessory fairs so close to Mido will be an advantage or not for us eyewear-sellers. I would have preferred the first week of April.
