#SpectacularSpectacles #ItalyPeachy #FashionAlert #MIDO2022 #livethewonder @MIDOExhibition @mido_exhibition MIDO 2022: A LIVELY MELTING POT OF CONFERENCES, AWARDS AND INDUSTRY SURVEYS
Topics addressed at the eyewear show: omnichannel marketing with Federottica, the consumer of the future with WGSN and how customers purchase with GFK.
The Stand Up For Green award was presented to Good's, while the BeStore award went to Indice and Classic Vision
May 1, 2022. Wondering what the not-to-be-missed highlights of day 2 at MIDO 2022 were? The Otticlub space hosted a wealth of presentations. The high point was the conference organized by Federottica with MIDO in collaboration with the Bocconi University entitled "The new omni-channel scenarios and the challenges for opticians and manufacturers" that focused on the upcoming challenges that will affect optical centers and businesses alike in an increasingly interconnected and rapidly changing world.
Also presented were the findings of WGSN's "Future Consumer 2023" survey, which outlines the current scenario, strongly impacted by the global experience of the last two years, and GFK's survey "Optics and online channels: Italy and the leading EU countries compared", which shows that such channels are growing, but the optical centers are a clear winner in the post-pandemic period as well.
Today the much-awaited award ceremonies of the BeStore and Stand Up for Green MIDO AWARDS were held in the Fashion District square. The BeStore Award, bestowed every year on those optical centers that stand out in the global eyewear industry, was presented this afternoon by MIDO President Giovanni Vitaloni in the Fashion District square. The winner of the award in the Design category is the Indice store, located in Cortina d’Ampezzo, also known as the "Queen of the Dolomites", which was selected for its exceptional concept and layout as well as for its careful design and furnishings that help bring to life an unforgettable environment.
The Mumbai-based Classic Vision store was awarded the BeStore Innovation award, for its cutting-edge customer service and interaction, but also for its communication skills, professional ethics, human values and emotional intelligence. Classic Vision is an optical center capable of catering to a broad range of diverse customer needs and is focused on inclusiveness and advanced technological tools.
MIDO also hosts an absolute novelty this year: the first Stand Up For Green award ceremony. The winner is Good's, a Italian exhibitor who stood out for the best store construction in terms of reusable structural elements and materials meant to minimize its environmental impact. Indeed, recycled materials from restoration sites and plexiglass elements that will be recovered and reused have been used to build the stand.
"In 2019, MIDO initiated the ISO 20121 certification process. ISO 20121 is an internationally recognized standard that certifies the sustainability of events based on three key factors: their environmental, social and economic impact. Shows like MIDO, which regularly draw crowds of attendees, have a social, economic and environmental impact. As show organizers, we have both the opportunity and the duty to reduce our carbon footprint by increasing the awareness of our exhibitors, suppliers and visitors and turn them into sustainability ambassadors," as President Giovanni Vitaloni said.
All updates are available online on the event website www.mido.com and on the official social channels: Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition) and Linkedin.
#MIDO2022 #livethewonder
THE WGSN AND GFK SURVEYS
1. Future Consumer 2023: WGSN presents key new consumer profiles and what it takes to win minds and market shares
The consumer of 2023? Heavily impacted by the pandemic and cautiously ready to regain a sense of normalcy. The survey analyzes the landscape in which potential eyewear buyers move and outlines certain behaviors based on their global experience over the past two years. First and foremost, a strongly emotional approach emerges on the part of consumers looking at the market today: after having lived through two years of isolation, overburdened by emotions and disruptions, they look at the present and the past with a fresh set of eyes and some elements of a scenario that influences spending behaviors emerge.
Against this backdrop, four types of consumers can be identified: the anticipators, the new romantics, the impossible, and the leaders.
In the different sectors of commerce, each profile requires a bespoke strategy to be conquered. The initial input is to reset strategies so that consumer purchases regain momentum, after two years in which 7 out of 10 consumers have strongly modified their purchasing habits, often freezing the propensity to spend.
2. Optics and online channels: a comparison between Italy and the leading EU countries by GfK
Eyewear purchasing has been strongly impacted by the pandemic, at different levels. The survey was conducted on a sample of 4,000 individuals who purchased eyewear in the last year; in particular, the new approach to purchasing was investigated with a view to identifying sales channel preferences.
A key finding of the survey is that 60% of respondents reported spending less time in stores. In addition, the e-commerce growth has not come to a standstill with the pandemic conditions improving worldwide: rather, online purchases were up 17% in 2021 - even more than during the lockdown periods of 2020. Despite this, optical centers are still the leading sales channel, across all countries surveyed.
There’s no doubt as to the decisive factors for choosing eyewear: quality of the lenses, design and weight of the frame. Less influential, on the other hand, are elements such as advertising, the choice of celebrities, product placement on TV and series. Still, 37% of consumers who buy online reported paying attention to influencers, up by 9% over 2020.
Consumer behaviors vary across countries to form a “mosaic” of preferences and open spaces for a diverse market. Italians, for example, are big websurfers, but they buy in-store and are very brand-sensitive, as well as big spenders. Amazon plays a major role, not least because Italians tend to be thrifty. They buy mostly butterfly-shaped or cat-eye frames, with a preference for combined materials.
