[Vol.9] Voices from New Exhibitors inside France and Italy Pavilion ～KARAVAN Productions & ESTYL～

I feel autumn has finally come...It had been extremely hot summer in Japan...BUT! Show Management office is still hot like a summer day! We’ve been working on final preparation. Everyday, we’ve been receiving very enthusiastic inquiries!

Well, this time, we will feature 2 exhibitors inside France Pavilion and Italy Pavilion.

Ms. Manuelle Le Merlus,
Optician and Business Development Manager,
KARAVAN PRODUCTION
http://www.karavanproduction.fr

and

Dr.SSA Sara Erba, SALES MANAGER at ESTYL
http://www.ESTYL.it

Chiharu (IOFT Show Management):
I’ve heard everyone knows your company in France. Could you explain briefly about your company and its history?

Ms. Le Merlus (KARAVAN):
The company was created in 1966 by Mr Jean Lempereur, optician, to offer to his customers exceptional optical frames with specific and aesthetic specifications. The first frames made with tortoise shell, wood and horn were born in Normandy !


The handcraft know-how and the products quality give the company the chance to have a quick development. In the 80’s, many prestigious Parisian houses entrust their glasses development to Mr Lempereur. They worked together to develop their collections: Sonia Rykiel, Yves Saint Laurent, Lancel, Marie Claire, etc.


In 1990, launch of the KARAVAN Collection. Stainless steel material becomes as a standard, it is a real technological innovation in the glasses sector. The Kids and Teenagers collections follow. The manufacturing quality and the conception ingenuity of its models were noticed by the whole profession and the company was nominated three times for the Silmo d’Or.

Chiharu (IOFT):
Wow! You had worked with number of world famous brands!! I believe it happened because of the highest quality.

Ms. Le Merlus (KARAVAN):
We have a strong presence in France, in Europe and in North America and we would like to develop our activity on the Japanese market. Therefore, we decided to exhibit IOFT 2010. We are looking for our new business partners to set up a strong and trustworthy relationship as we are doing with our current business partners for more than 15 years.


Chiharu (IOFT):
Japanese people are very conscious about styles, which each product has. At the same time, we are also conscious about its quality. Therefore, since your eyewear satisfies these two features, I believe they are suitable to Japanese market. I hope you can find the best partner during IOFT.

Ms. Le Merlus (KARAVAN):
We do think that it is the most appropriate way to meet the right persons from the Asian market. Furthermore, thanks to UbiFrance, many French designers are present and it helps customers to better identify the French know how and style. For us, it is very important as we design and manufacture our whole KARAVAN collection in our company located in Evreux in Normandy.

Chiharu (IOFT):
Certainly...Even though exhibitors inside France Pavilions are all from same country, I am sure each one of you has different colors and styles. We can easily witness the difference just by visiting France Pavilion, can’t we?

Ms. Le Merlus (KARAVAN):
Yes. Then, let me introduce our eyewear born in Evreux in Normandy.

First, I will show you model name 4016.

[4016]

Female style with soft and harmonious lines. Its design lightness and its technical qualities are its main characteristics: stainless steel material and gum endtips.


And 5470.

[5470]

Contemporary and structured shape, stainless steel and acetate temples. Milled temples give the frame a very dynamic line.


Next model is 5449.

[5449]

Pure design and « diapason » endtips for this KARAVAN creation. These gum endtips are an exclusive development from KARAVAN Production.


Here comes 7202.

[7202]

Acetate shape with specific endpiece. The nose design is surprising: you have to wear them to realize! Another KARAVAN exclusivity!


This is a ladies’ model 7206.

[7206]

Female style in acetate adorned with a specific metal piece.


Finally, I will show you two frames LINEA1 & LINEA2.

[LINEA1]

[LINEA2]

Milling process to underline the frame design.

Chiharu (IOFT):
Thank you so much for sharing many models. I feel so sorry that we can check only with pictures now...Definitely, we have to visit your booth and check and test actual ones!

Ms. Le Merlus (KARAVAN):
Please! We would like to meet traditional opticians who love beautiful products, buyers of optical chains who would like to point out a French manufactured collection. Our frames are very unique, which are born from combination with handicraft and advanced technology. Please come to see our booth inside France Pavilion!

Chiharu (IOFT):
Thank you very much, Ms. Merlus!! I would love to visit and check your eyewear!



OK. Following KARAVAN PRODUCTIONS, let me introduce ESTYL from Italy. We welcomed Ms. Sara Erba, Sales Manager of ESTYL.

Chiharu (IOFT):
Could you briefly introduce about ESTYL?


Ms. Erba (ESTYL):
ESTYL is a dream which over 40 years has gradually become a reality. ESTYL is a company with a European outlook, the result of a succession of choices and moments of solid growth and creative insight. The first of these moments was the choice of cellulose acetate-Rhodoid-sheet, silk, buffalo horn and wood as the main high-quality materials, an expression of color and style, backed up by its exceptional structural quality. The philosophy which drives ESTYL is clear: the system of production must express three values: high productivity, very high quality control and extreme precision. The product will also have three fold merits: high intrinsic quality, a cost kept at levels which will allow large sales and high reliability.

Chiharu (IOFT):
Clear and strong philosophy & merits supports your company’s growth. From your story, I assume basic yet very solid production is your characteristics, isn’t it?

Ms. Erba (ESTYL):
Yes, it is. I think it is easier to show what we will exhibit than explaining by words. Let see...we will exhibit these.

[Legno Naturale]

[Corno Naturale]

Each product contains within itself all the qualities of its maker. This has been true from the first prehistoric artifacts to the most sophisticated satellites. Intelligence, strength, resistance, reliability and style are the ESTYL qualities displayed by the final product. The high quality primary material is the first solid support for the whole working cycle. In making Esytl spectacles and gift nothing has been left to chance: quality tests take place each stage of the production of each indivudual piece. “Advanced technology but also the craftsman’s hand in the details of finishing”.

Chiharu (IOFT):
I’ve heard there are more than hundreds of processes for eyewear production, and your company does test in each stage...I am so impressed that the hard effort your company makes.

Ms. Erba (ESTYL):
Therefore, we can deliver great eyewear to the world. We would like to meet new customers in Japan and propose all our products that we think could meet this market needing. Also we are very interested in meet new cultural point of view about frames and sunglasses.


Chiharu (IOFT):
Overseas exhibitors say that they’re looking forward to communicating with Japanese buyers and other exhibitors since they can get new insights etc...


Ms. Erba (ESTYL):
I am very looking forward to going to Japan and meeting new buyers. Come to visit us to IOFT, and discover our products & our fine and fresh Italian touch!


Chiharu (IOFT):
Now, I really want to see actual products!! I am very worried if I can visit all exhibitors’ booth...LOL. Thank you very much, Ms. Elba!!



[Editor’s Note]
This time, we featured two exhibitors from France and Italian Pavilion. Although they are both from European nations, they have totally different flavors in their designs and styles. We tend to bracket European Frames = Stylish, but we learned that each country has own tendency and flavors. KARAVAN PRODUCTIONS’ frames are very artistic and graceful. They attract not only the wearer but also people looking the frames. On the other hand, ESTYL’s eyewear is basic in designs, but they are sophisticated designs with solid craftsmanship, and can be used for a long time. Comparing these characteristics are how you enjoy European Eyewear. In IOFT 2010, there are 2 huge pavilions from France and Italy. Thoroughly visit these 2 pavilions and enjoy the difference!






Written & Edited by Chiharu Nishiura, International PR, IOFT Show Management



● EOY 2011 Official HP
http://www.ioft.jp/en/eoy/

● Follow us on Twitter!
http://twitter.jp/IOFT_PR 

● IOFT2010　Official HP
http://www.ioft.jp/en/

● Information Request on Exhibiting IOFT 2010 CLICK HERE
● Invitation Ticket Request for IOFT 2010 CLICK HERE

[Concurrent Show]
● 2nd FASHION GOODS & ACCESSORIES EXPO -October 2010-
http://www.fa-expo.jp/autumn/en/

[Vol.8] Voices from Overseas Exhibitors in IOFT Boutique. J.F.REY & Emanuelle & Fabian

I am sure there are a lot of buyers who are looking forward to visit exhibitors’ booths inside IOFT BOUTIQUE. This time, we will feature 2 IOFT BOUTIQUE exhibitors: Maestro of stylish French eyewear ‘J.F.REY’ and new Dutch brands from fashion industry ‘Emanuelle & Fabian.’

Unique temple cutting and design attracts numbers of wearers
Mr. Jean Francois Rey, J.F.REY
http://www.jf-rey.jp/

New brand from fashion industry! Stylish & pop...many charms are condensed in eyewear
Mr. Ronald de Vree, Emanuelle & Fabian
http://www.emanuelle-fabian.com/


Chiharu (IOFT):
You are such a famous person in this industry, but could you explain about your company?


Mr. Rey (J.F.REY):
In 1995, I launched BLI/DBP, which handles products I designed. We exhibit the world’s major eyewear shows; MIDO, SILMO, VISION EXPO. Currently, J.F.REY eyewear is sold in 40 countries all over the world. Year 2001 was the first time we exhibit to IOFT.

[Mr. Rey]

Chiharu (IOFT):
Since you have many experiences exhibiting trade shows, I believe you have great ‘know-hows’ for success, don’t you?

Mr. Rey (J.F.REY):
Yes. When we exhibited last year (2009), we had 5 appointments with overseas stores & 7 appointments with new stores. All appointments were booked before the show. In addition, we of course, had appointments with current customers. 8 of us were present during the show, and we were completely prepared.

Chiharu (IOFT):
I am so impressed! Every year, my heart is grabbed with your eyewear with attractive & beautiful cutting and uniquely designed temples. What will be this year’s line-ups?

Mr. Rey (J.F.REY):
We will exhibit 30 models from J.F.REY, 10 models from J.F.REY KIDS, 20 models from BOZ. I want to show you as many pictures as possible...but for now, I will show you some of them.

[J.F.REY KIDS]

[J.F.REY KIDS, Dancing]

Chiharu (IOFT):
Aw! So pretty! Recently, stylish kids frames are getting higher attention in Japan. Every time I see them, I feel I wish I could have these in my childhood....

Mr. Rey (J.F.REY):
Do you like these ladies frames from J.F.REY and BOZ?

[J.F.REY]

[BOZ, Nectar]

Chiharu (IOFT):
Design of temples is very beautiful!! I am sure they’ll spice up women’s beauty!

Mr. Rey (J.F.REY):
There will be full array of our proud eyewear! We would like to meet buyers from department stores, and owners who are planning to differentiate with competitors. Making catalogues and planning IOFT limited editions...our preparation is smoothly on the way.

Chiharu (IOFT):
IOFT limited edition! Buyers must check it out!

Mr. Rey (J.F.REY):
We are selling over 40 countries, have been releasing 100 models in a year. Moreover, I am sure that our avant-garde designs have been leading the industry. For those who have been already handling our products, you can count on us a lot for the new models! Also, if you are looking for something new, I believe it is important to survive under current economic situation by handling something very unique which others do not handle. Please feel free to contact us and let us support your success!

Chiharu (IOFT):
Releasing 100 models in a year! Since your designs are very attractive, I bet buyers cannot decide quickly. It is such a happy pressure. Thank you so much for the powerful comment, Mr. Rey. I wish your great success in this year!


Following J.F.REY, I will introduce Mr. Ronald de Vree from Emanuelle & Fabian.


Chiharu (IOFT):
Welcome!! This is your first time exhibiting at IOFT. Please explain your company.

Mr. de Vree (Emanuelle & Fabian):
Emanuelle & Fabian is a new eyewear fashion concept developed by a team of highly experienced fashion specialists all with proven success in the development of international life style concepts such as Mexx, Björn Borg and Jaguar fashion. Since August last year we have been working hard to develop every detail for a successful launch of our new brands & collections, today we are an International eyewear fashion company, ready to serve the world wide of independent distributors.

Chiharu (IOFT):
Eyewear line is really brand new! I haven’t seen many eyewear from the Netherlands, but since your country is very famous for ‘design products’, I am looking forward to seeing.

Mr. de Vree (Emanuelle & Fabian):
Our expectations for IOFT are high. We would like to find a well established and reputable distributor for our brand(s). We like to think that we have a very commercial range of eyewear frames with European design, based on art, architecture & fashion which relate to our background. The key characteristics of our designs are 3D and the use of sophisticated colors.

Chiharu (IOFT):
I am curious to see how your design sense is portrayed on eyewear.

Mr. de Vree (Emanuelle & Fabian):
After a successful introduction at Mido, Milan Italy (we exhibited inside design lab) & many appointments for Silmo, Paris France, emanuelle & fabian goes Japan! With our collections we hope to gain interest from distributors and buyers seeking for sophisticated & exclusive European design. With our longstanding experience in the fashion industry we introduce a new concept turning eyewear into fashion.


However words can never describe impressions, therefore take a look + see the difference on our website www.emanuelle-fabian.com or better still visit us and view our collections of some 50 models at our stand in the international designer area at IOFT TOKYO!

Chiharu (IOFT):
Everyone, check their web site first! Seeing is believing! Feel the touch of Emanuelle & Fabian. Don’t you think so?

Mr. de Vree (Emanuelle & Fabian):
Let me introduce our ‘push’ frame. The name for the model is “water drop.” This model is a good representation of what I mean by 3D design as it has more dimensions to it and also it represents our view on colors and quality. The material of this frame is titanium.

[WATER DROP]

The other photos are collages of our frames and 1 file with our advertising concept.

Chiharu (IOFT):
Very unique and stylish!

Mr. de Vree (Emanuelle & Fabian):
Again, ‘seeing is believing.’ Please stop by our booth! I am looking forward to meeting you!

Chiharu (IOFT):
Mr. de Vree, Thank you so much!

[Editor’s Note]
We introduced maestro of IOFT BOUTIQUE ‘J.F.REY’ and newly launched brand ‘Emanuelle & Fabian.’ Didn’t you feel very strong passion towards designs and qualities? Moreover, J.F.REY as a representative of successful company, they are well prepared for up-coming show. Emanuelle & Fabian, on the other hand, we can feel high expectancy. Aren’t you excited to visit their booth?? We will feature more and more exhibitors on the next issue! Stay tuned with us!


Written & Edited by Chiharu Nishiura, International PR, IOFT Show Management



● EOY 2011 Official HP
http://www.ioft.jp/en/eoy/

● Follow us on Twitter!
http://twitter.jp/IOFT_PR 

● IOFT2010　Official HP
http://www.ioft.jp/en/

● Information Request on Exhibiting IOFT 2010 CLICK HERE
● Invitation Ticket Request for IOFT 2010 CLICK HERE

[Concurrent Show]
● 2nd FASHION GOODS & ACCESSORIES EXPO -October 2010-
http://www.fa-expo.jp/autumn/en/

[Vol. 7] Voices from overseas exhibitors –Introducing 2 exhibitors from France Pavilion -

We have more numbers of overseas exhibitors for IOFT 2010.

As you already know, there is ‘France Pavilion’ inside IOFT!!
Last year, the pavilion and each exhibitor’s booth was filled with buyers, and eyewear with esprit attracted visitors. Who will be exhibiting in this year?

Let us introduce 2 exhibitors from France Pavilion, and they are new companies.

This is the French Design! Beautiful accents on temples.
Ms. Nadine Drôme, Volte-Face

Full of French flavor! It levels your charms up.
Mr. Julien Daubry, Export Manager, LOOK VISION
http://www.look-vision.com/

Chiharu (IOFT):
This is your first time exhibiting inside France Pavilion.
Could you explain about your company?

Ms. Drôme (Volte-Face):
The identity form is double. Do you know Jean-François Rey with his fair, bright, successful and well-known personality in the world of optics? In 2010, Mr. Rey took over Volte-Face offering the know-how of his reputed teams when it comes to product quality, delivery time control, and seriousness and reliability in business. At the same time, Fabienne Coudray, designer, founder, and owner of her brand is in command for design, and artistic direction.

[Mr. Jean-François Rey]

Chiharu (IOFT):
What kind of new world we can see through the eyewear which is born from 2 talents...I am curious to see them!

Ms. Drôme (Volte-Face):
Volte Face is made in France and for one product concept in Japan, and for another one in Italy in countries which have to preserve the quality as their flagship to stay in scene. Our expectations for IOFT 2010 and Market Segment are...we are anxious to show the Japanese and Asians our truly new and fitting the high-end market segment optical frames. Also, we are anxious to show our new born sunglasses for prescription users: sunglasses that are made looking like vintage oxidized metal, something new and interesting at last away from usual dullness …

Chiharu (IOFT):
I would like to see what you will exhibit. Could you introduce some?

Ms. Drôme (Volte-Face):
Optical frames of Volte Face are meant for design lovers and often hint to contemporary design trends. Volte face lovers are high end optical frames users looking for the delicately nuanced colors palette… not for just dark or simply bright colored usual stuff!　Just look at the work on the acetate material which inducts itself the delicate colors with nuance and makes it a real design work with a full coherence between shapes, designs and colors. For example, models Salvia and Mika worked with acetate honeycomb effect.

[Salvia]

[Mika]

Also, the stained glass mosaic introduces unseen effect of delicate multicolored sparkles…models Nara and Dita. Do you get it?

[Nara]

[Dita]

Chiharu (IOFT):
Immediately after I first saw this honeycomb model, I was in love with it. I am sure many women are looking for this design!

Ms. Drôme (Volte-Face):
Prices are at consumer level well positioned between 30-39 000 yen. For the creativity and quality we propose, I think it is not too cheap and not too expensive. I mean, descent price. Our booth is located with the French Eyewear Makers Group with UbiFrance in the middle of Hall 2 number 10-13 come and see us, it is worth!

Chiharu (IOFT):
Thank you very much for the confident messages! I will definitely visit your booth to see actual frames.

Let’s move on to next interview. We welcome Mr. Julien Daubry from LOOK VISION, which is also new exhibitor inside France Pavilion.

Chiharu (IOFT):
Welcome! Please explain about your company.

Mr. Daubry (LOOK VISION):
Based in Paris area, Look Vision is a one of the leading company in France in the eyewear industry. After that, we launched XENITH Collection in 2003, TED LAPIDUS Collection in 2004, and ROBERTO BACOLI Collection in 2007. We’ve been very actively producing eyewear. In France, we are famous for one of the leading companies in eyewear industry. More than quality spectacles, we offer a partnership and customized services to ensure sales success for our customers.

[Mr. Julien Daubry]

Chiharu (IOFT):
It is interesting to hear that you emphasize on customer service.

Mr. Daubry (LOOK VISION):
Look Vision has been distributing its collection in Japan since 2008. We decided to exhibit at IOFT 2010 in order to support our Japanese distributor: LIBRA EYEWEAR. We are happy of the great job done by Mr. Yuichi Sato in Japan and wanted to show our support and help the development of our brands Xénith, Ted Lapidus, and Le Tanneur in Japan.


Chiharu (IOFT):
You have a strong support from distributor in Japan. Thus, you can do business without worrying... What you do is what other overseas companies want.

Mr. Daubry (LOOK VISION):
Japan is for us an important market, as we know Japanese people have a real interest in fashion and creative products. Selling in Japan also push us to always focus on achieving the best quality, as we know customers are really exigent.

Chiharu (IOFT):
True. Fashion in Japan varies. I cannot count how many kinds and styles. Everyone freely enjoys what suits to them. So, I believe what those Japanese people want for eyewear also varies... It may be such a huge pressure on you and manufacturers, but I want you to enjoy the difference!

Mr. Daubry (LOOK VISION):
Of course, we’ll do. We will proudly offering many eyewear at IOFT 2010! Let us introduce some.

[Model: X700 - Color code: 7A - Size: 50-19-135]

First model is Xénith X700-710.
It got exotic fruits! Look at temples; you see watermelon, kiwi, star fruit, dragon fruit, and coconut. Xénith designers chose graphic exotic fruits to adorn the TR90 grimalid temples. So fresh!

[Xénith Collection]

Second one is Le Tanneur LE100-110-120

[Model: LE110 - Color code: 7A - Size: 55-18-145]

This model has legant temples with the contrast of colors between leather and overstitching. Available with 3 different faces: half-rimmed, full-rimmed, or vintage plastic face. This frame is ideal for men looking for authentic styles and materials. So French!


Finally, I will introduce a model Ted Lapidus TL100-110-120: GT spirit for men:

[Model: TL120 - Color code: 12 - Size: 53-20-145]

This model has technical and mechanical inspiration for these new Ted Lapidus models. The triple temple looks like luxury cars’ slatted side vent.

[Ted Lapidus]

Chiharu (IOFT):
They are definitely French! I think advanced fashion lovers will love the one with fruit on temples because they have vivid colorings and playful sprit.

Mr. Daubry (LOOK VISION):
We have two main interests on IOFT 2010. Reinforcing our presence in Japan (optical chains, stores…) and meeting distributors for neighbor countries. Please come to see our booth! We’re looking forward to meet you!

Chiharu (IOFT):
Thank you, Mr. Daubry. IOFT NEWS readers, you can highly count on France Pavilion!

[Editor’s Note]
It may be no exaggeration to say that France is a leading country in eyewear industry. I was attracted by their elegant and stylish frames. Also, this interview made me think that there are numbers of eyewear brands which I do not know, thus I need to study more! Do you know who will spread these new brands to the world?? It is you, IOFT NEWS readers! I wish we have more and more access to various eyewears. Moreover, I wish more and more people will say ‘just one pair of glasses is not enough’ and ‘this eyewear goes well with these clothes.’ So, I encourage you to purchase a lot during IOFT 2010!!

Written & Edited by Chiharu Nishiura, International PR, IOFT Show Management


● EOY 2011 Official HP
http://www.ioft.jp/en/eoy/

● Follow us on Twitter!
http://twitter.jp/IOFT_PR 

● IOFT2010　Official HP
http://www.ioft.jp/en/

● Information Request on Exhibiting IOFT 2010 CLICK HERE
● Invitation Ticket Request for IOFT 2010 CLICK HERE

[Concurrent Show]
● 2nd FASHION GOODS & ACCESSORIES EXPO -October 2010-
http://www.fa-expo.jp/autumn/en/

[Vol. 6] Award Winners are Finally Announced! –EYEWEAR OF THE YEAR 2011-

The EYEWEAR OF THE YEAR Award takes place annually inside
IOFT. Recognized as one of the world’s leading design awards for
eyewear, EOY draws keen attention from the whole industry,
selecting the best new products of coming year.

The screening was held on September 17 [Fri], and the award
winners are finally announced!!

EYEWEAR OF THE YEAR 2011 Official HP
Check the site below to see further detail.
http://www.ioft.jp/english/eoy/product.phtml

This year, we received 462 entries!!
Legendary story has been spread in the industry that once
the product wins the award, not only they are featured by media,
but also they receive many inquiries!! and the sales goes up!!
Therefore, the numbers of entries have been tripled in past 3 years.

EOY 2011 Award Committee Members consist of forerunners from
fashion, art and other industries.

After the very enthusiastic discussion, finally award winners were selected.

[Scenes from Screening]

[Scenes from Screening]

Grand Prix will be announced during the award ceremony!
Date & Time: Oct. 18 [Mon], 2010 13:00~
Venue: Special Gallery inside IOFT

Of course, I don’t know who the Grand Prix winners are....
Award ceremony is an epoch making moment, when our hearts beat very rapidly!



Written & Edited by Chiharu Nishiura, International PR, IOFT Show Management



● EOY 2011 Official HP
http://www.ioft.jp/en/eoy/

● Follow us on Twitter!
http://twitter.jp/IOFT_PR 

● IOFT2010　Official HP
http://www.ioft.jp/en/

● Information Request on Exhibiting IOFT 2010 CLICK HERE
● Invitation Ticket Request for IOFT 2010 CLICK HERE

[Concurrent Show]
● 2nd FASHION GOODS & ACCESSORIES EXPO -October 2010-
http://www.fa-expo.jp/autumn/en/

[Vol. 5] EYEWEAR OF THE YEAR 2011 Now Accepting your Entries!

EYEWEAR OF THE YEAR (EOY) 2011
 

NOW ACCEPTING ENTRIES!!

For Further Information → CLICK HERE!

Every year, EOY draws great feedback from the industry as one of the leading design awards for eyewear.
Official website is finally open for this year's Award and now accepting the entries!

EYEWEAR OF THE YEAR (EOY) 2011 OFFICIAL WEB SITE
CLICK HERE

EOY is a design award, selecting and awarding the best new design eyewear products of coming year. The Award is bracketed into various categories. This year, 'Accessories Category' is newly launched! Glass chain, holders and cases are also awards' objectives!

Screening and selection will be processed by Award Committee members.
CLICK HERE for Previous Award Winning Eyewear

Entries from overseas' companies are increasing yearly and about a half of previous Awards were given to overseas companies. As EOY will offer a great chance to expand the market throughout Japan, make entry for this year's Award now!

Fullfilling award privileges are also welcoming you!
Award-winning products will be posted on Japan's leading magazines, as well as providing POPS and PANELS, which can be used for efficient sales promotion.

Who will gain the trophy of EOY Awards this year?!
We will be looking forward to your entry for EOY 2011.

Written & Edited by Chiharu Nishiura, International PR, IOFT Show Management

● EOY 2011 Official HP
http://www.ioft.jp/en/eoy/
● IOFT2010　Official HP
http://www.ioft.jp/en/

● Information Request on Exhibiting IOFT 2010 CLICK HERE
● Invitation Ticket Request for IOFT 2010 CLICK HERE

[Concurrent Show]
● 2nd FASHION GOODS & ACCESSORIES EXPO -October 2010-
http://www.fa-expo.jp/autumn/en/

[Vol. 4] Listening to the First Time Exhibitors’ Voices –Overseas Exhibitors Part 1-

It’s been extremely hot in Japan... and IOFT 2010 is already & only
3 months ahead! I am glad to announce you that very very attractive
Japanese and overseas exhibitors will participate for IOFT 2010.

This time, we will feature 2 exhibitors from Germany!
IOFT2010 is a first time for them to exhibit!

Mr. Marcus Reiss,

CEO and Designer of MunicEyeWear (Germany)

Ms. Uta Geyer,

Owner of The Lunettes Kollektion (Germany)

Chiharu (PR, IOFT Show Management):
First of all, could you briefly explain about your company and brand?

Mr. Reiss (MunicEyeWear):
OK... 19 years ago, I founded MunicEyeWear because I wanted
modern eyewear that would accessorize today's look. The first
models were exhibited in 1991 at the Optical show in Cologne.
After this enormous success, I confirmed my plan to market my
own models to exclusive opticians from my home city of Munich.

In this way, the MunicEyeWear label was born.

Over the years, new staff joined the team, the international network
has continuously expanded and the collection grew larger.
MunicEyeWear is headquartered in Munich and available at
over 3,000 fine optical stores in more than 30 countries worldwide.
Today, I would say MunicEyeWear is an internationally successful
company with a worldwide distribution.

[Left: Mr. Riess]

Also, let me introduce myself as
a designer of MunicEyeWear.
As the son of an old-established
Munich family of opticians, I was always surrounded by the concept of glasses. With my love of drawing, my innate creativity and my qualification at the College of Master Opticians, I turned it into a career: becoming a glasses designer with my own label. I love fashion and contemporary lifestyle. You can feel my spirit and intention not only in the company's leadership but also in the different themes of the collections.

Chiharu:
Thank you. I can feel very strong passion from you. Well, how about you, Ms. Geyer?

Ms. Geyer (The Lunettes Kollektion):

[Ms. Geyer]

Since 4 years ago, the Lunettes Stores in Berlin selling unworn 20th century vintage eyewear have been an institution for vintage lovers and collectors. The vintage original collections are a must-have for the fashion avant-garde and often an inspiration to eyewear designers.

‘The Lunettes Kollektion’ is the two stores’ own-brand and mainly inspired by vintage eyewear. Shapes and designs are referencing vintage frames and are also influenced by the typical and very individual urban subculture look that defines the Berlin style. Ultimately, we will show sophisticated and time- less vintage-inspired eyewear with a twist. The in-house designs are carefully produced by small family-run factories in Italy, using a traditional way of frame production. We only work with cut-out acetate rather than molds, and sometimes vintage acetate, which we find more interesting and delicate in color and pattern than contemporary acetate. We use traditional rivet hinges and trims where possible, and no glue. All frames come in exclusive and stylish packaging provided traditional Berlin-based company and inspired by their soap and chocolate boxes of the roaring 1920’s.

Chiharu:
Thank you, Ms. Gayer. Let’s move on to the next question. Could you tell me why you decided to exhibit IOFT and/or your expectation towards it?

Mr. Reiss (MunicEyeWear):
I don’t know any city in the world, where you can find so many fashionable and extremely crazy people like in Tokyo. These people love to ‘absorb’ new fashion trends and to transfer them in their daily lives. What you see in Milan, Paris or New York only at the Catwalk, is here in Tokyo normal daily outfit.

In 2007, I was awarded in my favorite city Tokyo with the ‘Eyewear of the Year’ award in the Sunglasses & Sports Glasses Category, and in 2008, we won in the 3 categories!: Men’s Category –Grand Prix, and Women’s Category, and Functions & Technologies Categories. It definitely made me incredibly proud. So, my expectation to IOFT 2010 is to show as many fashionable people as possible our fantastic collections!

Ms. Geyer (The Lunettes Kollektion):
For us, we value the high level of quality and design at IOFT.

Most interesting eyewear brands will be showcasing here and we are proud to have the chance to represent ourselves alongside them. Therefore, we would like to meet opticians from all over the world who share our passion for vintage eyewear, individual design with a twist and excellent craftsmanship.

We would also like to meet buyers from fashion stores and concept stores since we regard eyewear as a crucial accessory like a hat, a nice handbag or jewellery. Glasses and sunglasses should be a part of the product line in good fashion stores and not only be presented at opticians.

Chiharu:
I see. You have totally different perspectives and expectations, and they’re very interesting.
Could you briefly introduce your push collection or frame?

Mr. Reiss (MunicEyeWear):
The credo of our collection is ‘in synch with fashion’. Eye glasses should fit as perfectly as shoes, a handbag and a belt fit an outfit. Also, variety is our strength – different styles packed into different concepts. What could be more different than our three collections, ‘munic’, ‘MunicEyeWear’ and ‘Art for Eyes?’ I will introduce each collection since they have very unique characteristics.

[munic]

I will introduce ‘munic’ first. ‘munic’ collectioin is the ‘Twin-Style’ collection. They are identical, but different. We have developed a unique design concept Twin Style. It has one design – two frames – two materials. The result is an appealing sales-concept for the exclusive optician and a striking new shopping experience for a sophisticated customer, going beyond the mere technical function of the frames.With this innovative design-idea, the optician will now be able to offer his customer a 100% alternative to his preferred frame – a Twin! These frames are identical in design, size and fitting, but these are different in style and expression.

[MunicEyeWear]

The second collection is ‘MunicEyeWear.’ ‘MunicEyeWear’ is the men’s collection. It got masculine, reduced, cool, trendy and casual touch. MunicEyeWear focuses this year ‘the Retro trend.’ More and more people love retro – I am inspirited by the old films of the dream factory and up to date with his fashionable retro glasses. With these glasses it is possible, to look both, intellectually and cool.

[ART for EYES]

Finally, I will introduce ‘ART for EYES,’ which is the women’s collections, and got feminine, colorful, sexy, sensual and stylish touch. The small difference between women and men is not to deny. Nevertheless are unisex collections usual in the eyewear industry. I would say, "Men would never wear a blouse, because it simply does not fit well. Glasses need to fit the anatomy of the face and this is different at the sexes." It is correct, right? Therefore, I came up with this consequence. ART for EYES is a collection only for women. With the term "Smart Easiness" the designer brings the style of the collection to the point. The glasses should make a woman more beautiful, young and sexy and underline their femininity.

The more people resemble each other in style and look, the more they quest for individuality. The optical frames of MUNIC EYE WEAR express individuality, style and pure understatement.

Ms. Geyer (The Lunettes Kollektion):
Simply, I recommend the frame called ‘9to5.’

[9to5]

It’s a quite a big frame inspired by the look of the oversized 80’s horn rims. We tried not to make it look too ‘nerdy’ by following a very slick and cool line which has a bit more of the coolness of the early 90’s. The translucent brownish color adds a fresh look and takes away the slightly uptight and intellectual attitude of typical Havana-colored horn rims.

[9to5]

Therefore, the frame appears more contemporary and cosmopolitan and never too oversized. It is amazing how this unisex frame suits men and women at the same time and we welcome everybody to come by and try it on! I look forward to seeing you in October in Tokyo! It also would be great if you could visit our shops in Berlin!
Lunettes Brillenagentur (Shop in Berlin)

Chiharu:
Thank you Mr. Riess & Mr. Gayer! I look forward to meeting both of you at IOFT 2010!

[Editor’s Note]
We featured two overseas exhibitors from Germany. Even though they are both from Germany, it was quite interesting to see they have totally different concepts. Also, I am very glad to hear that both of them evaluate Japan and IOFT favorably!! 
I will feature more and more wonderful news for you!
Stay tuned with us!

Written & Edited by Chiharu Nishiura, Int'l PR, IOFT Show Management

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