Look: Munich positive, now on to Mido
Mido is just around the corner and companies are carrying out general trial runs also to test the market at the start of 2010 before the appointment in Milan. One of the participants at the recent exhibition in Munich is Look Occhiali, whose marketing manager Luca Ricci takes stock of the positive experience in Germany.
"This year, we are very satisfied with Opti-München. Compared to the previous edition, there was an overall increase in the number of visitors and, as far as we are concerned, there was a much higher presence of opticians at our stand. It was a result we very much hoped for as it is the fruit of work that began 2 years ago on the German market. After a period of “stagnation”, during which we turned our attention to other markets, we reorganized the sales force and this enabled us to increase our presence in Germany. We know we still have a long way to go, especially in a difficult market like Germany, but we are convinced that we have set off on the right foot".
What new additions did you present at this edition of Opti?
"The latest from the Look Occhiali, Augusto Valentini Design and Look@me brands. For Look Occhiali we presented models 10271, 10275 and 10276: three articles expressing the entire collection’s search for innovation in simple, light lines that are folded rather than soldered and have Teflon hinges patented by Look. The new model 70280 in the Augusto Valentini Design collection was also very well received, particularly because of the customary clean lines that distinguish all its models and thanks to its color combinations. The Look@me line’s target is teenagers and women with small faces: we presented models 5121, 5122 and 5127 which feature vivacious colors and, in some cases, the use of rubberized paints that make the eyewear pleasant to the touch".
What was your impression of the German fair?
“Compared to Silmo and Mido, Opti-München is more national than international and that’s why a high number of opticians were present. This is helpful for establishing relations based on reciprocal trust and knowledge, factors that reward the more serious companies in the medium- and long-term. For Look, it is essential to be there to meet a market that is very different from Italy’s. This year’s edition was really encouraging".
Do you think there are any signs of a recovery in 2010?
"Undoubtedly something is moving, as shown by the higher number of visitors at the fair and the requests we have received. My feeling is that there will be a recovery during 2010, but it will be patchy. Individual countries will probably experience the phenomenon of a recovery in some areas but not in others".
Do you have any other appointments before Mido 2010?
"Mido is so close now that we are putting all our energy into this appointment, which we hope will bring us as much satisfaction as Munich. In this way, we can continue along the road we have been taking since the start of the year", Luca Ricci concluded.
