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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.
2© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
6,032 consumers in 5 countries for Silmo 2017
6,002 consumers in 5 countries for Silmo 2016
6,028 consumers in 5 countries for Silmo 2015
(France, Italy, Germany, Spain, UK)
France Italy Spain UK Germany
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.
3© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
PLEASE NOTE:
ALL RESULTS REFER TO
THE PERSONAL AND
SUBJECTIVE EVALUATION OF
CONSUMERS
360° Market Insights into the optics market
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.
4© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Main Category Definition
SunglassesOptical Glasses
Sunglasses without
corrective lenses
Frames with
corrective lenses
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.
5© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
New product trends in Europe
(winning materials, shapes, styles)
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.
6© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
France Italy Spain UK Germany
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.
7© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
France Italy Spain UK Germany
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.
8© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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 – 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
France Italy Spain UK Germany
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.
9© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
France Italy Spain UK Germany
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.
10© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Product specification – Shape 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
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
France Italy Spain UK Germany
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
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.
11© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
Deviations to 100% due to rounding
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
France Italy Spain UK Germany
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.
12© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Insights for marketing activities
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.
13© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
• RETAIL
• DIGITAL
• TRADITIONAL MEDIA
• OTHER
• RETAIL
• DIGITAL
• TRADITIONAL MEDIA
• 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
• TRADITIONAL MEDIA
• 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...)
(product in store, in shop windows ..)
(Internet in general, Optical website..)
(Magazine from Brand, Fashion Mag..)
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
• TRADITIONAL MEDIA
• OTHER(word of mouth, tradeshow)
(product in store, in shop windows ..)
(Internet in general, brand website..)
(Magazine from Brand, Fashion Mag..)
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
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.
14© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Market opportunities in France
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.
15© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
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.
16© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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 %
Q5: And where did you purchase the optical products? Bases including DKs, values without DKs
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
Deviations to 100% due to rounding
Optical Glasses Sunglasses
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?”
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.
17© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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 %
Q5: And where did you purchase the optical products? Bases including DKs, values without DKs
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
* Starting from SILMO 2017, Online channels have been declined in the various channels
**Not asked for in SILMO 2017
Deviations to 100% due to rounding
Optical Glasses Sunglasses
dpt dpt
n = 289 n = 488 n = 490 n = 441 n = 232 n = 355 n = 324 n = 313
France
38%
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.
18© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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).
Optical Glasses Sunglasses
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?”
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.
19© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
Optical Glasses Sunglasses
dpt dpt■ Year 2018 – SILMO 2018● Year 2017 – SILMO 2017
France
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.
20© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
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.
21© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Market opportunities in Italy
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.
22© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Purchase channels – online vs offlineProducts purchased in %
Q5: And where did you purchase the optical products? Bases including DKs, values without DKs
99 9997 97
90 94 92 91
1 1 3 410
6 9 9
2015 2016 2017 2018 2015 2016 2017 2018
Online(Optical Retail website,Fashion/Department Store website,Official Brand websites,Online/Internet in general)
Offline
Substantial stability in the trend of purchase channels in Italy, both for optical and sunglasses
Optical Glasses Sunglasses
dpt dpt
n = 272 n = 476 n = 570 n = 542 n = 351 n = 504 n = 649 n = 579
Italy
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.
23© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
n = 272 n = 476 n = 570 n = 542
Purchase channels in detailsProducts purchased in %
Q5: And where did you purchase the optical products? Bases including DKs, values without DKs
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
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
* Starting from SILMO 2017, Online channels have been declined in the various channels
**Not asked for in SILMO 2017
Deviations to 100% due to rounding
Optical Glasses Sunglasses
dpt dptItaly
n = 351 n = 504 n = 649 n = 579
Fa
shio
n
50%
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.
24© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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)
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
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.
Optical Glasses Sunglasses
dpt dptItaly
■ Year 2018 – SILMO 2018● Year 2017 – SILMO 2017
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.
25© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Emerging key trends
Key opportunities to grow
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
Material Shape Style Channel
Purchase
Drivers
Product trends
Touch Points
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.
26© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Market opportunities in Spain
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.
27© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Purchase channels – online vs offlineProducts purchased in %
Q5: And where did you purchase the optical products? Bases including DKs, values without DKs
99 10095 98
90 9483 88
1 5 210
617 12
2015 2016 2017 2018 2015 2016 2017 2018
Online(Optical Retail website,Fashion/Department Store website,Official Brand websites,Online/Internet in general)
Offline
After the strong increase of the online channel for sunglasses highlighted during 2017, in 2018 the figure stands at
slightly lower levels
Optical Glasses Sunglasses
dpt dpt
n = 272 n = 430 n = 446 n = 323 n = 408 n = 567 n = 624 n = 434
Spain
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.
28© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
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 %
Q5: And where did you purchase the optical products? Bases including DKs, values without DKs
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
* Starting from SILMO 2017, Online channels have been declined in the various channels
**Not asked for in SILMO 2017
Deviations to 100% due to rounding
Optical Glasses Sunglasses
dpt dpt
n = 272 n = 430 n = 446 n = 323 n = 408 n = 567 n = 624 n = 434
Spain
Fa
shio
n
51%
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.
29© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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)
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
Optical Glasses Sunglasses
dpt dpt■ Year 2018 – SILMO 2018● Year 2017 – SILMO 2017
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.
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.
30© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Emerging key trends
Key opportunities to grow
NEW SLIDE
dpt dpt
+
Fashion
Stores
+
Independent
Opticians
+
Lenses,
Sexy
+
Store staff,
Sexy
+
Mixed
Omni-
channel
Spain
+
Independent
Opticians
Material Shape Style Channel
Purchase
Drivers
Product trends
Touch Points
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.
31© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Market opportunities in United Kingdom
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.
32© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Purchase channels – online vs offlineProducts purchased in %
Q5: And where did you purchase the optical products? Bases including DKs, values without DKs
98 9993 91 93 94
8188
2 1 7 9 8 619
12
2015 2016 2017 2018 2015 2016 2017 2018
Online(Optical Retail website,Fashion/Department Store website,Official Brand websites,Online/Internet in general)
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
Optical Glasses Sunglasses
dpt dpt
n = 230 n = 425 n = 423 n = 374 n = 248 n = 373 n = 428 n = 408
UK
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.
33© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Purchase channels in detailsProducts purchased in %
Q5: And where did you purchase the optical products? Bases including DKs, values without DKs
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
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
* Starting from SILMO 2017, Online channels have been declined in the various channels
**Not asked for in SILMO 2017
Deviations to 100% due to rounding
Optical Glasses Sunglasses
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%
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.
34© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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)
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
Optical Glasses Sunglasses
dpt dpt■ Year 2018 – SILMO 2018● Year 2017 – SILMO 2017
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.
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.
35© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Emerging key trends
Key opportunities to grow
NEW SLIDE
dpt dpt
- - -
Opticians
++
Sun Spec,
Fashion Stores
+
Brand,
Weight
- -
Elegant
+
Price
++
Elegant
+
Digital
+
Plastic
+
Plastic
+++
Opticians
Websites
UK
Material Shape Style Channel
Purchase
Drivers
Product trends
Touch Points
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.
36© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Market opportunities in Germany
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.
37© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Purchase channels – online vs offlineProducts purchased in %
Q5: And where did you purchase the optical products? Bases including DKs, values without DKs
94 9895
87 89 8984 83
6 2 514 11 11
16 17
2015 2016 2017 2018 2015 2016 2017 2018
Online(Optical Retail website,Fashion/Department Store website,Official Brand websites,Online/Internet in general)
Offline
Germany is the main country for glasses purchased online. In evidence the strong increase for optical products.
Optical Glasses Sunglasses
dpt dpt
n = 245 n = 422 n = 438 n = 334 n = 231 n = 308 n = 419 n = 392
Germany
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.
38© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Purchase channels in detailsProducts purchased in %
Q5: And where did you purchase the optical products? Bases including DKs, values without DKs
Onlin
eO
pticia
ns
* Starting from SILMO 2017, Online channels have been declined in the various channels
**Not asked for in SILMO 2017
Deviations to 100% due to rounding
Optical Glasses Sunglasses
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
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
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%
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.
39© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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)
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
Optical Glasses Sunglasses
dpt dpt■ Year 2018 – SILMO 2018● Year 2017 – SILMO 2017
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.
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.
40© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Emerging key trends
Key opportunities to grow
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
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.
41© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
How to engage priority consumer targets
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.
42© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
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.
43© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
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.
44© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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!!
Young Fashion Hunters!
Disengaged
Classy People
Smart Basics
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.
45© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
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.
46© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
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.
47© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
Sunglasses Specialist
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
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.
48© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
Young Fashion Hunters!
(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
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.
49© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
U&A toward sunglasses
Young Fashion Hunters!
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
Sunglasses Specialist
Opticians Chains
Depart-ment
Stores
Fashion Stores
Official brand websites
Fashion/Department
store websites
Purchase Channels
Touchpoints for info
Purchaser
next 12 months
Future
Spending
…and the future?
33% 47%
109€ 99€
(WoM)(Fashion Mag.)(Products in-store/
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
Differences vs. total
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.
50© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
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
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.
51© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
U&A toward sunglasses
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
Sunglasses Specialist
Opticians Chains
Depart-ment
Stores
Fashion Stores
Official brand websites
Fashion/Department
store websites
Purchase Channels
Touchpoints for info
Purchaser
next 12 months
Future
Spending
…and the future?
33% 24%
109€ 87€
(WoM)(Fashion Mag.)(Products in-store/
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
Differences vs. total
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.
52© GfK | OMO Optical Monitor Wave 8 SILMO 2018 | Giampaolo Falconio, Simona Grieco
Thank you!
and see you
@ Mido Eyewear Show 2019
23, 24, 25 February
Milan
[email protected], [email protected]
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.