omo optical monitor wave 8 result presentation · © gfk | omo optical monitor wave 8 silmo 2018 |...

1© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco

OMO Optical Monitor

Wave 8 result presentation

Silmo Paris, 29 September 2018

Giampaolo Falconio, GfK Sales Lead

Simona Grieco, GfK Key Account Manager

All the information contained within this report belong to MIDO and SILMO and may not be republished in any form without written consent from MIDO and SILMO.


Background and Objectives

Objective Interest groups

The focus of the study lies on understanding consumers’

information and shopping behavior and identifying

the latest trends in the optics market

In particular, the study should offer insights for

the different stakeholders of the MIDO and SILMO

• Manufacturers of optical products

• Opticians and other retailers of optical products

• Fashionistas

• Designers

• Journalists

Methodological approach Reference data: EU5 countries (Silmo ‘18, ‘17, ’16, ‘15)

Quantitative field in July 2018

Online Interviews

representative survey of

6,034 consumers in 5 countries

Quantitative

Online Interviews

representative survey of

6,034 consumers in 5 countries for Silmo 2018




(France, Italy, Germany, Spain, UK)

France Italy Spain UK Germany



PLEASE NOTE:

ALL RESULTS REFER TO

THE PERSONAL AND

SUBJECTIVE EVALUATION OF

CONSUMERS

360° Market Insights into the optics market



Main Category Definition

SunglassesOptical Glasses

Sunglasses without

corrective lenses

Frames with

corrective lenses



New product trends in Europe

(winning materials, shapes, styles)



Product specification – Material of framesProducts owned in %

Q1: Can you please specify the optical products you own according to the following specifications? Question not asked in SILMO 2015

Deviations to 100% due to rounding

6 7 6 6 8 7

4 3 5 4 2 36 5 6

9 11 913 12 13

10 1013

7 10 9

8 8 8

37 35 37 2833 32

35 3230 46 45 44

4642 42

30 3132 4

4 4

41 39 42 4338 37

18 20 16

38 40 4129 34 34

16 17 18 16 17 18 16 17 18 16 17 18 16 17 18

Plastic

Horn

Metal

Mixed

Titanium

Wooden

Textile

Other Material

Don't know

dpt dpt

2 2 1 24 4

1 1 1 2 1 1 1 1 26 6

510

10 11

5 7 7 53 4 5 6 5

22 23 2524

26 26

23 22 21 25 28 2526 23 23

23 25 23

62 60 6255

49 4943 39 42

64 64 6558 60 61

16 17 18 16 17 18 16 17 18 16 17 18 16 17 18

Plastic

Horn

Metal

Mixed

Titanium

Wooden

Textile

Other Material

Don't know







6 7 6 6 8 7

4 3 5 4 2 36 5 6

9 11 913 12 13

10 1013

7 10 9

8 8 8

37 35 37 2833 32

35 3230 46 45 44

4642 42

30 3132 4

4 4

41 39 42 4338 37

18 20 16

38 40 4129 34 34

16 17 18 16 17 18 16 17 18 16 17 18 16 17 18

Plastic

Horn

Metal

Mixed

Titanium

Wooden

Textile

Other Material

Don't know

dpt dpt

2 2 1 24 4

1 1 1 2 1 1 1 1 26 6

510

10 11

5 7 7 53 4 5 6 5

22 23 2524

26 26

23 22 21 25 28 2526 23 23

23 25 23

62 60 6255

49 4943 39 42

64 64 6558 60 61

16 17 18 16 17 18 16 17 18 16 17 18 16 17 18

Plastic

Horn

Metal

Mixed

Titanium

Wooden

Textile

Other Material

Don't know




2 2 1 24 4

1 1 1 2 1 1 1 1 26 6

510

10 11

5 7 7 53 4 5 6 5

22 23 2524

26 26

23 22 21 25 28 2526 23 23

23 25 23

62 60 6255

49 4943 39 42

64 64 6558 60 61

16 17 18 16 17 18 16 17 18 16 17 18 16 17 18

Plastic

Horn

Metal

Mixed

Titanium

Wooden

Textile

Other Material

Don't know




6 7 6 6 8 7

4 3 5 4 2 36 5 6

9 11 913 12 13

10 1013

7 10 9

8 8 8

37 35 37 2833 32

35 3230 46 45 44

4642 42

30 3132 4

4 4

41 39 42 4338 37

18 20 16

38 40 4129 34 34

16 17 18 16 17 18 16 17 18 16 17 18 16 17 18

Plastic

Horn

Metal

Mixed

Titanium

Wooden

Textile

Other Material

Don't know

dpt dpt







6 7 6 6 8 7

4 3 5 4 2 36 5 6

9 11 913 12 13

10 1013

7 10 9

8 8 8

37 35 37 2833 32

35 3230 46 45 44

4642 42

30 3132 4

4 4

41 39 42 4338 37

18 20 16

38 40 4129 34 34

16 17 18 16 17 18 16 17 18 16 17 18 16 17 18

Plastic

Horn

Metal

Mixed

Titanium

Wooden

Textile

Other Material

Don't know

dpt dpt

2 2 1 24 4

1 1 1 2 1 1 1 1 26 6

510

10 11

5 7 7 53 4 5 6 5

22 23 2524

26 26

23 22 21 25 28 2526 23 23

23 25 23

62 60 6255

49 4943 39 42

64 64 6558 60 61

16 17 18 16 17 18 16 17 18 16 17 18 16 17 18

Plastic

Horn

Metal

Mixed

Titanium

Wooden

Textile

Other Material

Don't know




Product specification – Shape of framesProducts owned in %



14 16 14 12 11 124 6 7

2 2 2 3 4 3

13 15 139 10 9

8 9 89 9 10

18 14 13

79

6 1522 19

11 10 116 6 6

12 1310

66 61 66 6457 60

76 75 7583 84 82

68 6973

16 17 18 16 17 18 16 17 18 16 17 18 16 17 18

Full Frames

Rimless

Half Frames

Don't know


dpt dpt

21 19 18 17 15 178 8 7 4 5 6 5 6 6

8 10 8 7 911

6 7 77 7 6 8 7 7

5 74 12 17

15

6 5 5 6 6 5 7 7 8

66 6470

64 59 57

80 80 81 84 83 84 80 80 79

16 17 18 16 17 18 16 17 18 16 17 18 16 17 18

Full Frames

Rimless

Half Frames

Don't know



2618

10 1117 20 17 17 17 17

3

2

3 2

23

2 2 2 2

6

6

7 85

43 3 2 2

5

37 6

5 35 4 2 3

14

16 21 19 16 17 22 21 3035

4655 53 54 56 53 51 53

4741

17 18 17 18 17 18 17 18 17 18

Squared

Rounded

Aviator/Pilot

Cat Eye

Double Bridge

Don't know

Product specification – Style of glassesProducts owned in %

Q1: Can you please specify the optical products you own according to the following specifications? Question not asked in SILMO 2015 and 2016


dpt dpt

17 14 11 11 15 1712 14 17 13

32 4 4

3 32 2

22

911 11 12 9 8

78 6

7

16 19 23 20 20 1922

22 1615

22 25 21 22 18 20 32 2933 42

33 29 30 31 36 3425 26 26

22

17 18 17 18 17 18 17 18 17 18

Squared

Rounded

Aviator/Pilot

Cat Eye

Double Bridge

Don't know




Insights for marketing activities



• RETAIL

• DIGITAL

• TRADITIONAL MEDIA

• OTHER

• RETAIL

• DIGITAL


• OTHER

Touch pointsvalues in % - top 2 boxes

Silmo 2018

• RETAIL

• DIGITAL

• TRADITIONAL

• OTHER(worn by VIP – word of mouth..)

(product in store / in shop windows..)

(Internet, Official brand website..)

(TV, Fashion Mag..)

• RETAIL

• DIGITAL


• OTHER(word of mouth, , worn by VIP...)

(product in store, in shop windows ..)

(Internet in general, Optical website..)

(Magazine from Brand, Fashion Mag..)

(word of mouth, , worn by VIP...)


(Internet in general, Optical website..)


37% 52%

76% 72%

34% 43%

24% 35%

81% 78%

53% 62%

44% 52%

46% 52%

23% 31%

23% 32%

16% 24%

78% 64%

22% 27%

• RETAIL

• DIGITAL


• OTHER(word of mouth, tradeshow)


(Internet in general, brand website..)


20% 26%

33% 40%

76% 62%

27% 32%

dpt dpt

dpt dpt

dpt dpt

dpt dpt

(word of mouth, worn by VIP...)

(in shop windows / product in store ..)

(Official brand website, Optical website..)

(Fashion Mag, TV..)15% 21%

71% 58%

30% 43%

dpt dpt



Market opportunities in France



Purchase channels – online vs offlineProducts purchased in %

Q5: And where did you purchase the optical products? Bases including DKs, values without DKs

100 10098 98 96 95

88 86

2 2 4 512 14

2015 2016 2017 2018 2015 2016 2017 2018

Online(Optical Retail website,Fashion/Department Store website,Official Brand websites,Online/Internet in general)

Offline

Increase in online purchasing for sunglasses (in particular ‘17 vs ‘16, confirmed in 2018)

Optical Glasses Sunglasses

dpt dpt

n = 289 n = 488 n = 490 n = 441 n = 232 n = 355 n = 324 n = 313

France



2 411 14

6 746

24

4

68

22

65

8

8 1114

2

1413 12

127063

68 73

41 33 3027

22 2325 21 14

17

13 11

2

32

4 55 7

4 5

2015 2016 2017 2018 2015 2016 2017 2018

Fashion/ Department Store Website

Official Brand Website

Online, Internet in General*

Optical Retail Website

Opticians Independents

Opticians Chains

Department Store

Fashion Store

Sunglasses Specialist

Street Market

Drugstore

Pharmacies

Airport

Optical Factory Outlet

Optical Discount store**

Others

Purchase channels in detailsProducts purchased in %


Onlin

eO

pticia

ns

Fa

shio

n

* Starting from SILMO 2017, Online channels have been declined in the various channels

**Not asked for in SILMO 2017



dpt dpt

n = 289 n = 488 n = 490 n = 441 n = 232 n = 355 n = 324 n = 313

France

Retail structure

“Where did you purchase the optical products?”



2 411 14

6 746

24

4

68

22

65

8

8 1114

2

1413 12

127063

68 73

41 33 3027

22 2325 21 14

17

13 11

2

32

4 55 7

4 5

2015 2016 2017 2018 2015 2016 2017 2018






Opticians Chains

Department Store

Fashion Store


Street Market

Drugstore

Pharmacies

Airport



Others



Optician chains shows a recovery after the decrease in 2016 for optical glasses. Instead, for sunglasses, optical chains continue to loose ground

VS online. For sunglasses, there is a significant increase of the “fashion” channels and street markets.

Onlin

eO

pticia

ns

Fa

shio

n





dpt dpt

n = 289 n = 488 n = 490 n = 441 n = 232 n = 355 n = 324 n = 313

France

38%



85

77

71

68

58

63

52

39

36

28

31

32

16

80

66

66

61

62

53

45

35

39

37

36

16

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=363)

2017 (n=394)

70

80

52

45

55

72

66

52

50

45

29

34

24

71

60

38

59

67

60

49

51

42

33

34

24

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=157)

2017 (n=157)

Q15: To what extent is each aspect important to you, when you shop for optical products? Please rate according to a scale from 1 to 5, with 5 meaning: “Very important”.

Purchase driversPurchaser of optical glasses and sunglasses; Top2Boxes

Quality of lenses

The price of the optical product

Weight of the frame

Advise of store staff

Materials of the optical product

Product has an elegant look/ design

Product has a cool look/ design

Latest product trends (colours, frame shape, etc.)

Product has a sexy look/ design

The brand of the optical product

The 'made in ...' information

Products' in store advertising

Product is worn by celebrities

The main driver for optical glasses is, of course, the quality of lenses. Is it showed a considerable decrease in the “style” area (brand, trends

and “made in”). For the sunglasses, leads the price, followed by the design aspects (elegant, cool).


dpt dpt■ Year 2018 – SILMO 2018● Year 2017 – SILMO 2017

France

Purchase Drivers

“What extent is each aspect important to you, when you shop for optical products?”



85

77

71

68

58

63

52

39

36

28

31

32

16

80

66

66

61

62

53

45

35

39

37

36

16

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=363)

2017 (n=394)

70

80

52

45

55

72

66

52

50

45

29

34

24

71

60

38

59

67

60

49

51

42

33

34

24

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=157)

2017 (n=157)



Quality of lenses


Weight of the frame













France



Emerging key trends

Key opportunities to grow

Material Shape Style Channel

Purchase

Drivers

+++

Squared

NEW SLIDE

dpt dpt

France

++

Rounded

++

Aviator/Pilot

+

Full Frame

-

Opticians

+

Fashion Stores

++

Official Brand

Websites

++

Opticians

Chains

++

Price

+

Elegant

Cool

-

Brand

-

Made in

Product trends

+

Metal

Retail

Retail

Touch Points



Market opportunities in Italy





99 9997 97

90 94 92 91

1 1 3 410

6 9 9

2015 2016 2017 2018 2015 2016 2017 2018


Offline

Substantial stability in the trend of purchase channels in Italy, both for optical and sunglasses


dpt dpt

n = 272 n = 476 n = 570 n = 542 n = 351 n = 504 n = 649 n = 579

Italy



n = 272 n = 476 n = 570 n = 542



The optician chains shows a decrease, while independents opticians (still the main channel) is quite stable. The “fashion” channels and outlets are

growing. Similar trends for sunglasses, with a stronger growth for the “fashion” channels.

Onlin

eO

pticia

ns

1 2 4 4 5 6 9 723 6 3 3

752

1 2

3 23

3

3 3

23

1 2

5 5 4 3

1011

1 2 22

2 5

1 3

33

8 10

5 6

36 31

31 27

33 30

25 22

5357

45 4729 36 27 28

952

4 5

2 4 5

2015 2016 2017 2018 2015 2016 2017 2018






Opticians Chains

Department Store

Fashion Store


Street Market

Drugstore

Pharmacies

Airport



Others





dpt dptItaly

n = 351 n = 504 n = 649 n = 579

Fa

shio

n

50%



82

75

76

69

72

70

58

57

48

60

57

48

40

72

74

67

71

66

61

58

48

56

56

47

36

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=474)

2017 (n=489)

79

71

66

51

69

69

63

54

49

60

51

36

31

72

68

44

64

63

62

53

47

56

57

40

29

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=485)

2017 (n=527)



Quality of lenses


Weight of the frame











In terms of purchase drivers, the quality of lenses stand out, for both the type of glasses. The material seems important and increasing (sun), as

well as design and the brand (sun&optical). Small increase of the weight of influencers for optical glasses.


dpt dptItaly

■ Year 2018 – SILMO 2018● Year 2017 – SILMO 2017



Emerging key trends


NEW SLIDE

dpt dpt

+

Half Frame

- -

Opticians

Chains

++

Sun Specialist,

Fashion Stores

-

Opticians

Chains

+

Lenses,

Elegant,

Material,

Brand

+

Elegant,

Brand,

Made-in,

Celebrities

+

Mixed

Italy

Omni-

channel

Omni-

channel


Purchase

Drivers

Product trends

Touch Points



Market opportunities in Spain





99 10095 98

90 9483 88

1 5 210

617 12

2015 2016 2017 2018 2015 2016 2017 2018


Offline

After the strong increase of the online channel for sunglasses highlighted during 2017, in 2018 the figure stands at

slightly lower levels


dpt dpt

n = 272 n = 430 n = 446 n = 323 n = 408 n = 567 n = 624 n = 434

Spain



28

127 63

2 2

4 44 2

2

3 37 6

1

57 7 9

22

1011 10 956

6150

53

32

37

26 27

3733

37 41 24

19

2024

42

3

3

106

95

5 4

2015 2016 2017 2018 2015 2016 2017 2018






Opticians Chains

Department Store

Fashion Store


Street Market

Drugstore

Pharmacies

Airport



Others



For optical glasses there is a clear growth of the independents retailers VS the optician chains. For sunglasses, stable trends apart from the

online, that is shrinking

Onlin

eO

pticia

ns





dpt dpt

n = 272 n = 430 n = 446 n = 323 n = 408 n = 567 n = 624 n = 434

Spain

Fa

shio

n

51%



85

77

77

76

69

64

46

42

68

31

32

28

11

77

75

68

71

68

58

44

71

43

39

35

22

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=274)

2017 (n=375)

85

78

62

59

69

69

57

49

76

48

34

27

17

80

64

57

65

67

59

53

75

48

38

35

24

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=238)

2017 (n=309)



Quality of lenses


Weight of the frame













Spain

In terms of purchase drivers, the sexy look design is strong, in particular for sunglasses. Is it showed a considerable decrease in the “style” area

(brand, celebrities and “made in”) mainly for optical, where the staff advise is more appreciate than in the past.

As usual, the quality of lenses is the first driver for both the type of glasses.



Emerging key trends


NEW SLIDE

dpt dpt

+

Fashion

Stores

+

Independent

Opticians

+

Lenses,

Sexy

+

Store staff,

Sexy

+

Mixed

Omni-

channel

Spain

+

Independent

Opticians


Purchase

Drivers

Product trends

Touch Points



Market opportunities in United Kingdom





98 9993 91 93 94

8188

2 1 7 9 8 619

12

2015 2016 2017 2018 2015 2016 2017 2018


Offline

Also for UK, as seen for Spain, the online channel for sunglasses in 2018 stands at slightly lower levels vs 2017.

Confirmed, instead, the online increasing for optical glasses purchase


dpt dpt

n = 230 n = 425 n = 423 n = 374 n = 248 n = 373 n = 428 n = 408

UK





Onlin

eO

pticia

ns

10 116 4

19 2113

172

3 4

43

4

3 2

7 5

22

3 3

34

4 4

7

9

4 4

4

6

14 1724

22

22

6

2

1415 13

14

65 6058

60

17 14

7

7

16 19

1618

6 7

4

2

57

2

3

28 6

2

4

2127

2015 2016 2017 2018 2015 2016 2017 2018






Opticians Chains

Department Store

Fashion Store


Street Market

Drugstore

Pharmacies

Airport



Others





dpt dptUK

n = 230 n = 425 n = 423 n = 374 n = 248 n = 373 n = 428 n = 408

For optical glasses there is interesting increase of the online channel (in particular for the retail website). Opticians are not an option for

Sunglasses buyers.

Fa

shio

n

9%



82

71

79

51

56

55

32

30

24

45

25

23

15

62

73

42

50

51

31

31

24

41

26

20

8

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=303)

2017 (n=329)

66

50

68

48

59

22

42

30

34

68

48

27

22

47

66

38

54

24

42

27

32

58

41

16

12

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=208)

2017 (n=196)



Quality of lenses


Weight of the frame













UK

In terms of purchase drivers, for the optical glasses we observe a significant increase of price and advise of the store staff.

The “style” area (brand, mainly and celebrities) shows an increase for both optical&sun.



Emerging key trends


NEW SLIDE

dpt dpt

- - -

Opticians

++

Sun Spec,

Fashion Stores

+

Brand,

Weight

- -

Elegant

+

Price

++

Elegant

+

Digital

+

Plastic

+

Plastic

+++

Opticians

Websites

UK


Purchase

Drivers

Product trends

Touch Points



Market opportunities in Germany





94 9895

87 89 8984 83

6 2 514 11 11

16 17

2015 2016 2017 2018 2015 2016 2017 2018


Offline

Germany is the main country for glasses purchased online. In evidence the strong increase for optical products.


dpt dpt

n = 245 n = 422 n = 438 n = 334 n = 231 n = 308 n = 419 n = 392

Germany





Onlin

eO

pticia

ns





dpt dpt

n = 245 n = 422 n = 438 n = 334 n = 231 n = 308 n = 419 n = 392

Germany

4 2 2

1216 14 15

2 28

6 8113

5 5

7

3

4

2

810

141117 10

99

5263 63 60

2323

19 18

34

29 25

19

13 15 8 7

3

11

3 5

62

11 112

5 4

8 9

2015 2016 2017 2018 2015 2016 2017 2018






Opticians Chains

Department Store

Fashion Store


Street Market

Drugstore

Pharmacies

Airport



Others

For both optical and sunglasses the optician chains are stable, while the independent retailers loose ground to the advantage of retail website.

For sunglasses is confirmed a significant quota of: fashion channels, drugstore and street market.

Fa

shio

n

25%



82

77

68

71

63

53

51

41

30

31

30

24

16

71

73

70

63

52

46

40

22

29

26

25

12

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=289)

2017 (n=354)

59

66

47

36

47

49

57

37

33

24

20

18

11

71

49

38

51

60

58

41

34

32

27

18

13

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2018 (n=212)

2017 (n=204)



Quality of lenses


Weight of the frame













Germany

In terms of purchase drivers, the price is important, and growing for the optical glasses. For optical glasses we observe a potential on the design

area (cool and sexy look). For the sunglasses the driver of the brand and of the made in is less important than in the past.



Emerging key trends


NEW SLIDE

dpt dpt

- -

Opticians

+

Fashion

Websites

- -

Elegant,

Brand,

Made-in

+

Cool

+

Price,

Cool,

Sexy

++

Plastic

+

Plastic

+++

Optician

Websites

- - -

Independent

Opticians

Germany

+++

Full Frame

+++

Rounded

+++

Rounded+

Digital

Material Shape Style Touch Points Channel

Purchase

Drivers

Product trends



How to engage priority consumer targets



15% 24% 24% 20% 21%

The Sunglasses Landscape

The Sunglasses segmentation: 5 different targets for different needs

Sunglasses

Lovers!!

Young Fashion Hunters!

DisengagedClassyPeople

SmartBasics

29 3311 12

Incidence (%)

on total spending

for sunglasses

15

Size

INVOLVED TARGETS DETACHED TARGETS



Sunglasses Lovers!!Young Fashion

Hunters!Classy People

15% 24% 20%15

9

29

14

12

12

Smart Basics

20%

The Sunglasses Map Landscape

Countries Overview

TOTAL

Disengaged

21%24

24

35

19

20

20

20

20

18

25

13

26

20

21

9

27

22

19

21

26

9

15

33

22

TOTAL TOTAL TOTAL TOTAL



15%20%

20%

21%

24%

The Sunglasses Map Landscape

The Sunglasses segmentation: Clusters positioned on the map

FASHION STYLE

FUNCTIONAL STYLE

FO

LL

OW

ER

TR

EN

DS

ET

TE

R

Sunglasses Lovers!!


Disengaged

Classy People

Smart Basics



LIFE STYLES

The Sunglasses Segmentation

The Sunglasses segmentation is based on a Cluster Analysis taking into account:

SOCIO-DEMOGRAPHIC

INFORMATION

USAGE & ATTITUDE

TOWARD OPTICAL MARKET

• Gender

• Age

• Educational Level

• Occupation

• Big Cities vs. Small town

• Life Cycle

• Glasses owned (material,

type, style)

• Purchase channels

• Source of Information

• Intention to buy sunglasses

• Attitude vs sunglasses

• Purchase Drivers

• Self Perception

• Life Style

• Shopping attitudes



Who they are?

Demo-

graphics

Attitude

toward life

and

Fashion

16%23% 21% 17%

24%

16-25 26-35 36-45 46-55 56+

41%

59%

leading edge consumer

High

income!!

accessories, to trend-set

Sunglasses Lovers!!

passion for sunglasses

(45%)

(55%)

(13%) (17%) (19%) (18%) (33%)

15

9

29

14

12

12

TOTAL

Living in…

100%

80

60

40

20

00

SunglassesLovers

52 90

TOTAL

100%

80

60

40

20

00

100%

80

60

40

20

00

Wear sunglasses

whenever is possible

SunglassesLovers

45 83

TOTAL

100%

80

60

40

20

00

Love for

sunglass



U&A toward sunglasses

Sunglasses Lovers!!

NEW

36

2111 13

5849

3732

Retails Digital Trad. Media Other

Total Sunglasses Lovers!!

19

59 12

4 6

2011 9 8 6 5

0

10

20

30

40

50


Opticians Chains

Depart-ment

Stores

Fashion Stores

Official brand websites

Fashion/Department

store websites

Purchase Channels

Purchase DriversTouchpoints for info

Purchaser

next 12 months

Future

Spending

…and the future?

33% 53%

Sunglasses owned…

Horn frame

Mixed frame

Metal frame

Plastic frame

Half frames

Rimless

Full frames

Cat Eye style

Aviator/pilot style

Rounded style

Squared style

109€ 121€

(WoM)(Fashion Mag.)(Products in-store/

shop windows)

(Brand Website/

Fashion blog)

Maximum attention to

quality (lenses and

materials) without

forgetting elegance .

The Online channels is

used in order found the

latest product

available and for the

enjoyable

experience.

Differences vs. total



Living in…

Who they are?

Demo-

graphics

Attitude

toward life

and

Fashion

21% 21% 23%15%

20%

16-25 26-35 36-45 46-55 56+

42%

58%

experiences more than possessions


(45%)

(55%)

(13%) (17%) (19%) (18%) (33%)

Mid income

Students or at

the first work

experiences

love anything new

pure instinct

and Italy big cities

24

24

35

19

20

20

TOTAL

100%

80

60

40

20

00

Young Fashion Hunters

52 84

TOTAL

100%

80

60

40

20

00

100%

80

60

40

20

00

Sunglasses makes

me feel good looking

Young Fashion Hunters

45 81

TOTAL

100%

80

60

40

20

00

Love for

sunglass





NEW

21

36

11 13

33 31

11 13

Digital Retails Trad. Media Other

Total Young Fashion Hunters!

1912 9

5 6 4

2114

8 6 7 4

0

10

20

30

40

50


Opticians Chains

Depart-ment

Stores

Fashion Stores


Fashion/Department

store websites

Purchase Channels

Touchpoints for info

Purchaser

next 12 months

Future

Spending

…and the future?

33% 47%

109€ 99€


shop windows)

(Brand Website/

Fashion blog)

Product with a cool

look/design and

attention for the

brand.

The online channel

is used for buy

discount products

and optimize their

time.

Purchase DriversSunglasses owned…

Horn frame

Mixed frame

Metal frame

Plastic frame

Half frames

Rimless

Full frames

Cat Eye style

Aviator/pilot style

Rounded style

Squared style




Living in…

Who they are?

Demo-

graphics

Attitude

toward life

and

Fashion

6%11%

17%22%

44%

16-25 26-35 36-45 46-55 56+

31%

69%

Always wear sunglasses

that express my

personality

personal classic style

Classy People

(45%)

(55%)

(13%) (17%) (19%) (18%) (33%)

20

20

18

25

13

26

TOTAL

Small and

medium

cities

attention for “made in ..”

100%

80

60

40

20

00

Classic

52 46

TOTAL

100%

80

60

40

20

00

100%

80

60

40

20

00

Sunglass for outdoor

activities

Classic

45 74

TOTAL

100%

80

60

40

20

00

Love for

sunglass




Classy People

NEW

36

2111 13

40

155

10

Retails Digital Trad. Media Other

Total Classic

1912

6 94 5

23

11 7 73 3

0

10

20

30

40

50


Opticians Chains

Depart-ment

Stores

Fashion Stores


Fashion/Department

store websites

Purchase Channels

Touchpoints for info

Purchaser

next 12 months

Future

Spending

…and the future?

33% 24%

109€ 87€


shop windows)

(Brand Website/

Fashion blog)

The quality of lenses,

materials and the

“made in …”

information.

Attention for the price.

Purchase DriversSunglasses owned…

Horn frame

Mixed frame

Metal frame

Plastic frame

Half frames

Rimless

Full frames

Cat Eye style

Aviator/pilot style

Rounded style

Squared style




Thank you!

and see you

@ Mido Eyewear Show 2019

23, 24, 25 February

Milan

[email protected], [email protected]


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