Sven Goetti: a collection must also be a reliable partner
A quick look at the market: there are good signs of a recovery. What can you tell us about your company? What strategies are you employing, or have you employed, to start again after the global crisis that affected more or less all sectors?
Since we started the company 1998 we did growth every year steadily, even trough the financial crisis. What does effect us more is the insecurity in the exchange rates. We like to produce our Titanium Frames in Japan, because of the high quality standard and the long relation ship with our production companies. Within the last 2 years the production cost went up 30% because of the strong Japanese Yen. Our strategy to maintain the growth is never to stop thinking about eyewear and how we can develop our collection. Apart from nice frames, a collection must be a reliable Partner for the Optician in terms of deliveries, service, displays and all kind of administrative issues. When a collection becomes a strong partner to a shop, they will stick to this collection and will not try out too many other thing while going to a hard economical time, like we did the last 2 years.
In general terms, what future do you see for the eyewear industry and, in your opinion, what are the best opportunities that should be exploited for development?
It is important to find an unique language for the collection and the marketing around it. On the other other hand, technical innovation in materials and functions are very important. A collection can never stand still and the news must fascinate the customers every time from new. This is the challenge of successful collections.
As always, Mido is an unmissable appointment: what do you expect from the 2011 edition of the exhibition?
We love the MIDO and MILANO. It is only 2.5 hours drive from Zurich and for us the highlight of the total 20 shows we do per year. Since the last 3 years, the Design Village has an outstanding atmosphere and nowhere we meet a mix of so many international visitors. Since the economic is on track again, I expect many interesting new contact and hope to see many of our existing customers.
As to products: what main new additions will you be presenting at Mido?
For the first time, we will show a full sunglass collection. We always had sunglasses along with the collection, but since we invented the SPIN & STOW system, where sunglasses can be turned into a flat shape and stowed away, we knew that we can do an entire sun collection out of this idea.
What will be next season’s color?
All frames and the fashion will definitely be more colourful. PURPEL for Optical and YELLOW for Sunglasses will be a highlight.
Off-the-cuff: which is your favorite eyewear model, or which one do you think will be the top model?
I love our new YELLOW sunglass called XENO. Not only the colour and the foldable SPIN & STOW temple is remarkable.. You must see it!
What was your first contact with the eyewear world?
When I decided to learn Optician as a profession back in 1982...
What is your philosophy?
Always be aware, that our customers are the most important people for our business.
Enjoy the life, be open for new influences and to work hard to get the best collection possible.
Describe yourself in a word.
A good friend, who is going his way..
