The evolution of Moscot

Moscot is a New York eyewear manufacturer, founded by the family of the same name 101 years ago and still today run by the same family. It has further strengthened its position in Europe by opening its headquarters for the “old continent” in Lugano and an international distribution centre in Italy.WMIDO took a better look at the company with Harvey and Zack Moscot, fourth and fifth generation members of this family, respectively.Your strategy in 2015 and 2016 saw empowering of your presence in Europe. Can you describe for us your current operational structure in Europe? Why have you decided to focus on this geographical area?The European Union is an essential market for us. The Moscot headquarters are now located in Lugano in Switzerland, and from 1 May 2016 we have started up direct distribution in Europe. This enables us to provide unparalleled client assistance, something which has in fact, always made our brand stand out.Your expansion plan has also included the opening of some single-brand stores: do you intend to pursue this strategy?For a long time, our stores have delivered our products and provided what we believe to be firstrate client assistance.Our first store, Moscot NYC opened in Manhattan, on the Lower East Side, in 1915. Our current strategy will see other sales points opening throughout the world, so that we can spread our rich tradition and allow our fans to get to know our roots.Which are your reference markets?Wherever our brand is appreciated for what we are!Can you give us Moscot’s latest economic figures?As a family company, privately run for five generations, our economic figures are not published. What we can say is that our aim is to maintain moderate, constant growth, in line with the consolidated values of previous generations. In 2017 we will be concentrating on development of our network of retail sales points and on increasing brand awareness in the digital world.What do you think are the advantages of family management?Having the reins of your destiny in your own hands is always an advantage. Initiatives and plans are all based only on what has a meaning for the brand, which is not necessarily profit in the short term. Our focus is on guaranteeing the success of our company in the long term, and, at the same time, we want to continue to enjoy what we do!Can you tell us what your MIDO will be like?2017 is the first time we are taking part in MIDO with our direct distribution network.We have designed and put together a totally new stand, which embodies the essence of our singlebrand stores in New York. We will be at the exhibition with the new Moscot Europe team and we will be presenting our brand new campaign, inspired by New York in the seventies and created to launch our collection of products for the spring.The campaign was filmed in the streets around the store on Orchard Street, on the Lower East Side and it reflects the modern DNA of our brand. We can’t wait to start!