Italian Eyewear: good results for the first half of the year
The Italian eyewear industry is blossoming once again after two extremely difficult years. «International markets are once again gratifying our sector, which has always been attentive to changes in market demands,» said Cavaliere del Lavoro Vittorio Tabacchi, President of MIDO, ANFAO and – since this past July - of EUROM. The recovery is off to a slow start and most analysts are convinced of this fact. «The worst scenario would seem to have passed on both global and national levels,» commented Tabacchi, «and the figures of the first months confirm that we have regained our competitive edge. Certainly, for a sector like ours,» added Tabacchi «which exports more than 80% of its production, it was essential to recover worldwide demand, but, during this particularly negative period, it was also important for our companies to work together and rely on those elements that have been our historical hallmarks: tradition, style, and innovation. We must then never forget that the expansion of world trade is supported by emerging economies and, therefore, it will be increasingly decisive for our companies to perfect their competitive skills and succeed in grasping opportunities in a variety of markets.»
On-going improvement
The figures of the first half year of 2010 show this slow but steady improvement: overall exports in this sector (lenses, frames, and sunglasses) marked +13.7% on the period January-June of the previous year. In detail, a sound recovery was seen in frame exports (+7.4%) and, above all, in sunglasses (+16.6%). Another sign of hope that is reinforcing this upswing is the monthly trend which is rising steadily. «We are looking at a second consecutive quarter with positive changes,» explained Tabacchi. After a somewhat apprehensive January and a rather hesitant February, the following growth in exports was always in the double-digit range. Even though the sun seems to be peeping through, there are still some clouds overhead, as exports are still below pre-crisis figures (-7.6% compared to the first half year of 2008).
Geography of the recovery
The areas and countries of reference for Italian exports seem to confirm this “cautiously” optimistic situation and sunglasses seem to be the new driving force behind Italian eyewear.
More specifically, the figures relating to sunglasses and prescription frames export were: +7.4% to Europe – which confirms its leadership as an area of reference covering a share of more than 54% of overall exports; +22.3% to America (North, Central, and South America) and +25% to Asia.
The net recovery of sunglasses exports to the United States should be pointed out (+32% on the first half year of 2009), which has always been number one for exports for the entire sector.
Exports then hit its mark in emerging countries (like Brazil, Mexico, the United Arab Emirates, and Saudi Arabia), as if to confirm a scenario of recovery on global markets and a consequential renewal of competitive skills of Italian firms.
In Asia, promising signs come from the Korean market (South Korea) where in the first half year exports for sun-prescription eyewear reached a striking +44%.
In percentage terms, encouraging signs of recovery are also arising from sunglasses exports to Russia (+9.5%), a country where potential penetration opportunities for Italian firms are still high, even if the crisis continues to weigh heavily (Italian eyewear exports in 2009 lost almost 50% in value).
Indeed, in Moscow, venue of the first sector fair following the summer interval, the Vice President of ANFAO with responsibility for internationalisation, Paolo Cannicci, gathered very positive signals: «In Russia, where Italian products are traditionally very popular, there has been a notable renewed interest in fashion in recent months, after the devastating crisis. The Moscow fair confirms the perception of a market that is experiencing recovery, and it seems that it will keep this trend also thanks to the appreciation of the rouble compared to the euro, which since the beginning of the year has encouraged our exports.»
The French market
France, the second market of reference for Italian eyewear, with a nearly 15% standing, is the only country where our sector exports held their position in 2009 (+3.5%); sun-prescription exports marked +14% in the first half year of 2010, compared to the same period in 2009.
Even the French market, just a few days before SILMO, the Parisian sector fair where more than 50 Italian firms will be participating (8% of exhibitors), is in a positive phase. «SILMO is set to take place next week in Paris», added Cannicci, «and may be an opportunity for Italian firms to keep a finger on the pulse of this “rebirth”. Heartening signals are also coming from the district: the drastic downsizing seems to have stopped, the number of companies that have mid-term orders is growing, and large companies are once again beginning to cautiously increase their work force. The future must obviously be analysed with caution, but we are hoping that the positive signals arriving from the market and companies will be even more vibrant and tangible at the upcoming MIDO 2011, which is expected to be bustling with innovations and important changes in business and communication.»
Strong points: competitiveness and innovation
Eyewear is basing its self-promotional endeavours on a single concept: absolute quality, not only of the product, but during all production steps. «Transparency in the production process, together with a long-standing culture, creative forces, and Italian sophistication, is the best way to promote eyewear products on a variety of markets,» explained Vice President Cannicci. All this must also be supported by significant activities promoting Italian eyewear worldwide. Trade associations have always – today more than ever – sustained the excellence of Italian products by promoting market studies that target SMEs, by participating in the leading international fairs, and by organising events to support Italian products in Italy and throughout the world.
Mission EUROM: more representation in European institutions
In addition to the promotion and support of Italian excellence in a market that is increasingly competitive, collective action on a European level is also fundamental. Such action is also carried out through EUROM, the European Federation of Eyewear Industry, founded in 1958 in Brussels with the objective of representing such interests in the European Commission and other community institutions. In Paris, during Silmo, a EUROM steering committee is set to be convened by its new President, Vittorio Tabacchi. «The issues I wanted to place on the EUROM agenda upon my election will be the topic of this meeting:» announced Tabacchi, «the need for more effective eyesight controls for drivers, protection from solar rays, check-ups for pre-school children, fighting counterfeiting, monitoring quality, greater representation within European institutions. On a community level, our work is continuing in these directions in order to increase sector growth in Europe and make it stronger and prepared to face fierce international competition.»
