How is brand value created? Banderas eyewear The Spanish actor designs a line for Opticalia. Traveling with Hometta pg. 5

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1 Issue # 16 May 27 th 2015 Banderas eyewear The Spanish actor designs a line for Opticalia pg. 4 Photos: Arianna Malagoli Traveling with Hometta pg. 5 How is brand value created? According to ZenithOptimedia, through personalization: discover the 10 emerging trends in pg. 2 Novaoptica

2 How is brand value created? ZenithOptimedia has listed the ten emerging trends that will enhance a brand. Starting with Millennials (young adults born between 1979 and 1996) desire for personalisation, each trend will be associated with practical advices. We will look at the first five in this number and the remaining next week. 1 Video explosion In recent years, video has migrated across an array of platforms and consumers now see it as a mainstream alternative to linear TV. This year online video will account for 12% of all digital adspend. Personalise the contents of brand stories and ensure cross-device integration based on the viewing habits on different platforms. Partner with online celebrities in order to leverage their highly engaged audience. Implement metrics for viewability to ensure video content is seen by the right people, at the right time and in the right place. 2 Proximity marketing Proximity marketing is growing thanks to emerging technologies. The latest is the Beacon - a low-power radio transmitter that can send Bluetooth signals with real time information to customers smartphones around the vicinity of the store or in-store as they approach a relevant product or department. Find out upfront from the app user types of information they want to know in order to offer relevant and meaningful information when they are in the vicinity or in-store. Study shopper visitation, frequency, how much time they spend in the department as well as shopper movement in order to adjust messaging and review in-store inventory to maximise sales. Identify the high value consumers by measuring the vouchers/ promotions redeemed in order for store staff to recognise and treat them accordingly. 3 Retail scents A growing number of brands are pandering to our sense of smell to add another level of intrigue in the process of product discovery. Consider brand activations that use a wider range of sensory experiences, especially in events and sampling. Invest in fragrance testing to ensure your chosen scents evoke just the right feelings towards the brand, products and services. 4 Social personalisation The tendency of shoppers to depend on advice from friends on social media will expand this year and give rise to social personalisation. Create a platform that helps consumers to personalise their wish list and shopping list as well as the social element to help them make choices. Create meaningful content to help the individual discover more about the category and brand. Tailor-made deals based on the individual s choices. 5 Custom fit Millennials want to be in control of their actions and expect customisation and mix-and-match products in the Consider-Buy stage. Audit current product and services in order to provide consumers options to choose from and partner with other brands to provide a full range of products and solutions. Study in-app behaviours to ensure convenience for consumers to customise their needs. Quantify value of customisation in order to streamline common customisation needs and profitability. Mykita world weekly wonders WMIDO 2

3 Strook's plays of lines for Theo Strook is a Brugesbased artist whose 'Wood & Paint' was picked by The Huffington Post as one of the 20 most influential works of street art in the world in With his characteristic play of lines, he has literally made his mark on Theo s latest collection. The belgian brand asked Strook to do something on the theme of Antwerp, the label's hometown. Strook chose four elements that are representative of the city of Antwerp: 'hand- throwing', diamonds, the zoo and fashion. Based on the drawing, Theo created four pairs of glasses: a classic, vintage model (Zoo), a feminine model (Diamond), a rounded, unisex model (Hand) and an aviator style (Fashion). Each model has a little piece of the symbol of the city in the upper left-hand corner. Flavia Pennetta is Maui Jim ambassador Mido LabAcademy Three questions to... Masahiro Maruyama Where does the inspiration for your brand come from? My brand concept is unfinished art. Beautiful lines. A design born out of raising a question to perfection. It is art, fashion, music. What's the target of your collection? Artists, creative people, musicians. Are you satisfied with your participation at Mido's Lab Academy? Mido's Lab Academy was a wonderful experience. There were interesting exhibitors members and good designs. I had a very good time during Mido this year. Prada renews with Luxottica until 2025 Luxottica Group and Prada have renewed their exclusive license agreement for the design, production and worldwide distribution of prescription frames and sunglasses under the Prada and Miu Miu brands. The 10-year agreement will extend through December 31, The partnership between Luxottica and Prada Group illustrates a deep and on-going commitment to true Italian excellence based on creativity, craftsmanship and innovation. Flavia Pennetta - one of the most interesting athletes on the international tennis scene, known for her natural playing style and boldness on the court - has joined the list of Maui Jim ambassadors which already includes Martina Hingis, David Ferrer, Philipp Kohlschreiber and Benoît Paire. All these professionals wear sunglasses with PolarizedPlus2 technology which eliminates UVA and UVB reverberations and reflections from sunlight. Flavia Pennetta checked out Maui Jim lenses and wears some of the brand s most famous models for women and specifically Makaha when playing tennis and Kawika off the court. world weekly wonders WMIDO 3

4 Eyewear trends 2015: now you see me now you don t When transparency is an expression of sensuality. The frames are enriched with light and transparent finishes, with a touch of mischievousness, to become almost imperceptible. They can also come without frame fronts with rather large, oval and very dark black and brown lenses. The acetate becomes transparent in the pastel tones, which range from pale blue and indigo to cherry and petrol, and right through to warm earthy colors. Salvatore Ferragamo by Marchon Hoya corp head office nakaochiai shinjuku by User:Kentin - Own work. Licensed under CC BY-SA 3.0 via Wikimedia Commons Record annual sales and profit for Hoya Hoya Corporation has announced financial results for the fourth quarter and full-year ended March 31, During the quarter, revenues increased by 10.6% to 127,440 million yen compared with the same period last year. Pre-tax profit for the quarter was 25,309 million yen, while profit for this quarter was 18,513 million yen, both of which marked gains of 27.2% and 45.1%, respectively. In the Life Care segment, sales significantly increased in the eyeglass lens business through stronger sales in overseas markets and inclusion of Seiko Optical Products as a consolidated subsidiary. The contact lens retail business posted yearon-year sales decline due to the rebound reduction from the last minute demand in March the previous year before the consumption tax hike. For the fiscal year ended March 31, 2015, revenues totaled 489,961 million yen, up 14.6% year on year. Pre-tax profit was 118,249 million yen and profit for the term was 92,941 million yen, an increase of 38.3% and 54.5% respectively year on year. Turn over Antonio Banderas designs eyewear Antonio Banderas continues to be a part of worlds other than cinema. After being the face of TV spots by the most famous Italian food brand, the actor has designed a collection of eyewear for the Opticalia chain (700 stores between Spain and Portugal). Composed of 10 men s, women s and unisex frames, the collection combines retrò-inspired models with more sporty styles in three colors: petrol blue, black and brown. A sun collection is scheduled for launch in June. design by Mario Milana Alessandro Barberis Canonico President Ideabella Ercole Botto Poala Vice President Ideabella Carlo Di Biagio COO Roberto Cavalli Carlo Morfini CEO Dondup Celeste Morozzi Global Head PR & Communication Kering Eyewear world weekly wonders WMIDO 4

5 Design, fashion & lifestyle Yoko Ono at MOMA Healing and protecting from breaking are the basic concepts of Yoko Ono s creations for Mended Cups, the new illy Art Collection presented during Yoko Ono: One Woman Show, at the MOMA, New York City. The collection is composed of six cups with crack lines that have been repaired with gold, and six individual saucers showing six catastrophic events. Each saucer states the date and place of the tragic event and concludes with the words... mended in The seventh cup in the collection, Unbroken Cup, is untouched and expresses hope with the words written on the saucer: This cup will never be broken as it will be under your protection. The show ends on September 7. Eternal black & white Agata Della Torre Invading the runways is a dichotomy that fashion has made its own for many years: black and white. The first intimations came with Elsa Schiapparelli and Coco Chanel, who entrusted the two iconic Cs of her logo to these non-colors. However, it wasn t until the advent of Optical Art that they were truly embraced by fashion s multifaceted styles. In 1966 an event definitively confirmed their role: Truman Capote gave a costume party in New York City with a precise dress code - black and white. It was the party of the year and about 600 celebs obeyed the command. Spring/summer 2015 will not disappoint aficionados of optical, chosen for apparel, bags, shoes and jewelry. After many years the strict dichotomy still dictates the rules. Chapeau. Renzo Piano joins fashion world Coinciding with the inauguration of the Whitney Museum of American Art in New York City, the Max Mara Group officially announced the collaboration with architect Renzo Piano for creating the Max Mara Whitney Bag by the Renzo Piano Building Workshop. Aesthetics and technique are the basic concepts of this bag whose purity of design and sought-after materials were inspired by the façade and proportions of a museum that is considered to be one of the city s most important architectural developments. Made in fine soft leather, the bag s surface features tapering hot-molded ribs, a graphic imprint reminiscent of the modular design of the museum s façade. Design tours Europe Photos: Arianna Malagoli Hometta is the name chosen by interior designer Arianna Malagoli for her 14 m² motorhome furnished exclusively with designer objects. She used it to cross Europe: a six-month challenge to demonstrate the value of Made in Italy and to definitively confirm that the concept of «home» originates in the mind before being linked to a certain physical location, Arianna Malagoli said. For the journey the designer consulted the Ludovica + Roberto Palomba studio and the Italian Association for the Industrial Design (ADI) for the interior of her motorhome, and three photographers who took turns driving. Editorial Director: Francesco Gili MIDO Srl Unipersonale Via Petitti, Milano (Italy) Phone P. Iva IT Cod. Fiscale e n. Iscr. Ufficio Imprese di Milano Cap. soc ,00 i.v. R.e.a Company subject to the direction and the coordination of Anfao - Associazione Nazionale Fabbricanti Articoli Ottici WMido is published in cooperation with Publicomm srl Via Quadrio 20/ Milano (Italy) P. Iva redazione@wmido.com world weekly wonders WMIDO 5