Hello from Milan. It is the third and last day of the Mido show and I have had plenty of time to reflect on my thoughts. Last year I wrote about the importance of trend/boutique/luxe product. I still stand by this important message and I can report again that the ONLY busy pavilion here at Mido is the trend section.
This year, what I noticed (in addition to the need to have a boutique/luxe strategy) is the incredible CHOICE that is now available to all ECPs. There must be more than a hundred booths showcasing luxe or boutique product and half of them seem to be new this year. This fact alone should convince all ECPs of the need to look at this segment of the market and to begin to develop a strategy for this kind of product. While most pavilions and booths seem to be less exciting and losing energy, the trend pavilion is busy.
And that’s my second observation. In year’s past I heard English, Italian, French, and German in the trend pavilion. Now I am hearing Spanish, Arabic, Mandarin, Portuguese, Hindi, and many other languages. Every good retailer and distributor around the world is beginning to seek out new product they want to support for 2013 and beyond.
This year I personally met new people from Jordan, Libya, Turkey, Morocco, Peru, India, Paraguay, Uruguay, and Chile. EVERY market around the world is catching on to this trend of boutique and luxe product. Everyone is looking to stand out from the crowded market place of popular price brands that can be found everywhere.
I urge any ECP looking to build an optical practice to think about this phenomenon and begin to develop your own point of view and your own boutique/luxe strategy.
Vision Expo East is around the corner - a perfect time to begin your strategy!