VEDERE International January 2019 issue

from VEDERE International - January 2019

by Edizioni Ariminum Srl

ONSTAGE @ OPTI

CONTACT LENS MARKET

LIVING CORAL

Edizioni Ariminum Srl - Via Negroli, 51/A - 20133 Milan - Italy

The First International Magazine on Optics and Eyewear - January 2019

The Pantone Color Institute stated that Living Coral is the color of 2019. Among the reasons for this choice The Institute said that this color symbolizes our innate need for optimism and joyful pursuits. Optimism. We certainly need it. We all, wherever we live on this earth, come from a long period of crisis and socio-political-economic uncertainties. And, even if the worst does not seem to be completely past, the only way to get out of it, in my opinion, is reacting with awareness of our possibilities and within the limits of our field of action. Complaining only does not help and worsens the situation by killing the charge that gives us optimism. If our market is stagnant, we should not only copy what successful companies do, but invent something new that puts us in the eyes of our customers. Unfortunately, however, I often see many companies in our industry

choose the first solution, certainly easier, but destined to run out quickly and with unsatisfactory results. All right, the trend of vintage or blue lenses or round glasses is or has been in fashion, but where is the search for shapes and materials? Where is the socio-economic study of what the end user really needs? It is not always essential to have a large company structure behind or strong economic resources to make innovation. Innovation can be in our heads, supported by courage, resourcefulness and, obviously, optimism. Even in the field of retail I see too much conformism and acquiescence. Of course, dealing only with design products and niche may not be in our nature and not all customers want to find only that kind of offer. Observe and study the area where your store is located, consider all the socio-demographic aspects possible, consult with ex-

perts, find out the pleasure of knowing the product you sell, and update your technical knowledge on how eyewear is produced, or a lens designed. Find the pride of your profession. We too, in our small way, have tried to react and unleash our optimism. The beginning of the new year sees a restyling of our magazine VEDERE, both in the international version with the January issue that you are reading and the version dedicated to the Italian market that will be published in February. We will write, as always, about new products and markets but we’ll meet more interesting people, study merchandising and hunt for topics that may be useful for our readers. Every suggestion and stimulus are welcome, indeed, desired. In the meantime, happy optimistic 2019 to all of you.

Isabella Morpurgo Publisher

VEDERE International isabellamorpurgo@vedere.it