Area: more strength in Europe and brand enhancement

The return of the Coco Song brand is the big news from Area in 2011 and it is fully expressed at MIDO. Elisio Tessaro, general manager of Area and designer of the Coco Song brand, talks about the atmosphere at this important Milan exhibition.
“When I look at the market, I notice with pleasure” – said Tessaro – “that there are some positive signs but I think it is still slightly premature to talk about a real recovery. As far as Area is concerned, we are also on the way up again and I am confident about 2011. With the new year, we will try to complete two important aims: strengthen our presence in Europe through a widespread distribution process focused mainly on Italy, Germany and France, and, at the same time, enhance our brands which, naturally, include Coco Song, so that our clients understand the advantages of quality products at affordable prices, but without ever neglecting the quality of our sales and after-sales service. Lastly, all these actions will be supported by strong communications which will include the creation of new ad hoc pop materials; new ad campaigns for each brand; the intensification of targeted PR actions for the trade”. 

In general terms, how do you see the future of eyewear and what are the major opportunities to be exploited for development? 
“I believe that the eyewear sector has suffered a lot from the crisis. Under present conditions, companies that have “held out” should begin to plan investments in research and innovation to enhance the heart of their business: products. It is precisely here that we have to start again; the new route that the market must face will once again see products increasingly at the center of attention for opticians, so we must give considerable importance to research, the choice of materials, quality, design and the quality of the service. In such a way, more durable success will be guaranteed for eyewear and, at the same time, opticians must not be deprived of continual assistance that will guide them through the crisis”.

What are your expectations from this edition of MIDO?  
“I was pleased to note that the 2011 edition is permeated with a spirit of innovation and has a wealth of initiatives and new products. Greater opening up to the international market is very important for us because the Area brands are very well known and popular abroad. And this will facilitate the return of Coco Song and its re-launch stage. MIDO is always an excellent showcase for visibility and business opportunities”.

Coco Song has returned to your stable. How do you see this return? What are your strategies for re-launching the brand? And what do you expect from it? 
“Coco Song has returned to the European panorama to meet the requests of operators who appreciated its originality and uniqueness. Returning to Coco Song as creative director has given me enormous pleasure and I have agreed to throw myself into my world and my fairytale with the same enthusiasm as before. From a commercial viewpoint, we have good expectations and primarily we want to strengthen our presence in Europe through widespread distribution and a suitable ad campaign”.

What is next season’s color? 
“In my opinion, there is no single color but color will be the star of next season! In our collections we have proposed an infinite range of variations: from the punk fluo of Kaos and the animal style of La Matta, to the soft nuances of Genesis. And without forgetting the colder colors of K:Actor, the more classical ones of Contini and the warmer colors of Coco Song”. 

What is your favorite eyewear, or which one do you consider to be the top model? 
“I have no preferences but I can’t deny that all Coco Song models are like children to me, created from a blend of experience and different ideas acquired through travel, knowledge and avid reading. All my creative flair and my soul live inside them”.