The 49th MIDO eyewear fair has wrapped, but not before it attracted approximately 59,500 industry professionals from 159 countries (a reported increase over last year’s attendance). The fair was held Feb. 23-26 in Milan. Read on for more, and photos.
This year, the fair attracted a number of Italian dignitaries, Minister of Cultural Heritage and Activities Alberto Bonisoli, Vice Minister of Economic Development Dario Galli, Councilor for Digital Transformation and Citizen Services for the City of Milan Roberta Cocco; and Councilor for Tourism, Regional Marketing and Fashion for the Lombardy Region Lara Magoni. In addition, many sports and entertainment celebrities were spotted in the halls, attracted by the glamor + fashion and a desire to stay abreast of the latest trends.
Digital media coverage of MIDO was ever-present. MIDO was broadcast live on MIDOTV, which produced 130 videos this year, and transmitted live on YouTube, garnering 100,000+ views just during the three days of the fair. Instagram and Facebook posts reached a million impressions as exhibitors, visitors, bloggers and influencers used the hashtag #MIDO2019 along with their messaging.
Research was also center stage at the show with the presentation of key findings about the eyewear market, consumers, trends, and designs. Global trend analyst and forecaster WGSN delivered its “Accessories and Eyewear Forecast” presentation.
GFK unveiled the need-to-know findings of the 9th Optical Monitor survey. The study examined eyewear purchase patterns and trends of nearly 5,000 consumers in China, Russia, the US and Japan. Some of the result:
- The lion’s share of shopping is still done offline; but, the popularity of online purchasing is growing across all continents and, above all, in Japan, where its growth is double-digit.
- Quality is the main driver for choice. Brand now plays a secondary role. Only in China, where consumers consider eyewear products true status symbols, is it still a key driver.
- In terms of market segmentation, the main consumer clusters claiming 55% of revenue streams are Sunglass Lovers and the Young Fashion Hunters.
The Big 5-0
Plans are already underway for next year’s fair—Feb. 29-March 2, 2020—which will mark MIDO’s golden anniversary.
Here are some scenes from this year's MIDO fair: