Mido eyewear show scheduled for February 12-14, 2022 – WWD

MILAN – The Italian eyewear trade fair Mido is preparing for the next edition after a two-year hiatus due to the pandemic.

Held from February 12 to 14 at the Milan-Rho exhibition center, a few weeks earlier than before the pandemic, the show is expected to attract around 600 exhibitors, half the number recorded in 2019.

“Mido was one of the most affected fairs,” said Giovanni Vitaloni, president of the show and head of ANFAO, the national association of eyewear companies. “Over the past 24 months, we have worked tirelessly to reposition the show,” he said at a luncheon in central Milan on Monday.

As a result of precautionary measures, Mido has been among the trade show operators to go online and stick to the digital format for the past two years, with the last edition exceptionally taking place in June, but Vitaloni has stated that he hoped to return to the physical. fairs since day one.

“Mido has always been a driving force for the industry, with international appeal, a large product catalog and educational events,” he said. “This is a crucial time, especially for small and medium-sized businesses, to present their collections.

Although Asian visitors and businesses are largely absent due to travel bans, the fair chairman said he expects a modest presence of Korean industrial operators, while most other relevant markets in outside Asia will be represented. He said 55% of confirmed exhibitors come from overseas, while the ongoing partnership with ICE, the Italian trade agency, aims to secure buyers in key areas.

The Italian and global eyewear industry will surely benefit from the show’s in-person return, a key moment for doing business, as well as an industry gathering helping the sector to move forward on topics ranging from sustainability to the chain. supply, upcoming trends and business prospects. .

In 2021, sales of the Italian eyewear sector are expected to reach € 4 billion, down 2-3% from 2019. This signals a strong recovery for the industry, which has so far offset the decline of 26% of sales recorded in 2021. 2020, when sales reached 3 billion euros. Optical frames have shown greater resilience, showing a 5% increase over 2019, while sunglasses are still lagging behind, down 4% from pre-pandemic levels.

The outlook for the industry is rosy, Vitaloni said, as the skills and know-how of Italian manufacturers are largely unmatched. To this end, there is a continuing trend to relocate production capacities mainly to China, in the wake of buyers’ increased attention to social and environmental sustainability.

“We are gaining new global market share thanks to our ability to offer sustainable references,” said Vitaloni. He added that logistics and energy costs also challenge the status quo, forcing companies to rethink their past approach to offshoring to ensure efficiency and on-time deliveries, which are key competitive levers.

Recognizing the competitive advantage that sustainability offers, the industry association ANFAO has forged ties with Certottica, an Italian certification provider whose goal is to launch a local seal of approval for sustainable eyewear products. “We are now starting a process that will trigger the whole [eyewear] supply chain to do better, ”he said.


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