It’s getting closer and closer to the
opening of IOFT and there is actually only a week to go until the doors open.
Where did all that time go I wonder?...
Anyway, it’s time for more juicy
information and photos from IOFT exhibitors!
Today we will be introducing the following
exhibitors:
Mr. Kurt Vanoosterweyck, theo ambassador to Japan,Japanese agent, theo
http://www.theo.be
- Mr. PIERRE CARIVEN, Owner and Designer, PIERRE Eyewear by NIV
http://www.pierre-eyewear.com
(Interviewer: Chiharu Nishiura,
International PR, IOFT Show Management)
***
Chiharu:
Hi
Mr. Vanoosterweyck. We heard that Theo is planning something different this
year for IOFT.
Can
you tell us something more about it?
Mr.
Vanoosterweyck:
Well
simply said: we will not sell frames during the show.
Instead,
we will deal in information.
Chiharu:
Mmmm,
interesting, but can you be more specific?
Mr.
Vanoosterweyck:
It
means we will not have the typical sales booth any more at IOFT.
Instead,
we'll provide a contact point, in the “tide” area,
where
we can welcome our clients as well as all those interested in Theo.
This
year however, our main focus will be on a special program we have arranged for
our customers, which will take place during the show in Tokyo Big Sight.
Chiharu:
Why
this sudden change?
Mr.
Vanoosterweyck:
Well,
as you know, the optical world has changed a lot over the last 10~15 years.
With
Theo, we pushed the notion of fashion frames, frame design & how to sell
them
to
a whole different level than it was before.
Together
with so many concept stores we directed the end consumer to a different kind of
product, and a different kind of shopping experience.
But
lately, the flood of cheap glasses has changed the market a lot.
Nowadays,
people expect frames to be cheap.
Cheap,
fast, mass ... these are the keywords.
But
our business idea and philosophy is 180 degrees the opposite of this kind of
thinking.
You
don't sell an expensive car in 3 minutes on the way home.
You
don't expect a high end watch to be cheap.
And
certainly you expect a lot of expertise from the shop who sells it to you.
It's
the same for our products. Our business is very added value orientated.
And
this is where we observe some problems with the concept shops of today.
Often,
they feel insecure in how to tackle the future. 'What can we do?' is a very
much heard question.
IOFT
is a place where the whole optical world comes together.
So
we thought it might be a good idea to use this opportunity to focus on a more
'meta' level of the business.
The
sales part we can do IN the shop.
But
the synergy of having all our shops together in 1 place and exchange ideas,
discuss problems and so on, is unique.
Chiharu:
What
will this program look like?
Mr.
Vanoosterweyck
It
is called DREAMTALKING. It consists of 2 parts.
For the first half, we invited
the famous Belgian trend watcher
Herman Konings. Of course, his name won't ring
a bell among Japanese, but that doesn't make his insights less interesting. He
will give a presentation about world-wide future trends (social, economical,
cultural etc.) and how they affect all of us.
In a second part, we will discuss
some main problems the Japanese shops are facing these days, and perhaps we can
come up with some solutions and ideas. But it's all about
'change'! Change is difficult, change happens, change is opportunity. This sums
it up quite nicely.
Chiharu:
Will
you do this all by yourself?
Mr.
Vanoosterweyck:
No.
As I said, it's a kind of 'meta' talk. We want to tackle problems that go
beyond brands or shops. We have to stand together in this. Besides our
president Wim Somers and his son Mik we also invited our colleagues from
Lunettes du Jura (Mr. Takahashi Kazuo) and Ann&Valentin (CEO Christoph
...). And we'll have the lovely Ms. Hiromi To, optical journalist, to lead the
discussion.
Chiharu:
Thank you so much
for informing us about all this! I will be wishing for your success!
***
Chiharu:
Mr. CARIVEN,
thank you so much for joining us for IOFT NEWS today!
Your brand
is so unique and the designs are so eye-catching. Would you like to share a bit
about your brand history?
Mr.
CARIVEN:
Patience and
determination are two of PIERRE Eyewear’s hallmarks.
From my youth, fashion
and design have been my passions (I am a devoted admirer of Ferdinand Alexander
Porsche and my 911).
For practical reasons I
pursued business school, graduating at age 21.
From there, my
attraction to novelty and change drew myself to the United States.
During my ten-year stay there I discovered the eyewear world while
participating in the development of the collections of Lacoste, L’Amy et Nina
Ricci.
Upon returning to France, my collaboration with several creators
renewed my own creative and entrepreneurial spirit. I thought to myself, “Why
not set free my personal inspiration and create my own collection?”
One of my favourite quote is, “If you have a
dream, give it a chance to happen” by R.Devos
Strengthened by my
unique experience and encouraged by my clients, I developed my first
prototypes. My mind brimming with sketches and my flair for innovation left no
doubt that the time was ripe for launching out as a creator. I think my
determination and patience are the keys to achieving my dream.
Chiharu:
Could you tell us a bit
about your concept of eyewear?
Mr. CARIVEN:
My concept of eyewear
is:
“Without a soul, eyewear
is only an ocular prothesis. It is the creator who gives it life.”
I think above all,
eyewear should be an object of beauty.
Above and beyond being
a fashion accessory, it can be a work of art!
It is an ergonomic and
comfortable object, naturally, but also one that is a pleasure to look at, to
possess and, of course, to wear.
Chiharu:
Your frames are all
handmade, am I correct?
Mr. CARIVEN:
Yes.
Each frame is the product
of high quality fabrication, handmade by skilled craftsmen using advanced
techniques.
The expertise of French
manufacturing in the international eyewear market is supported by
Pierre-Eyewear:
«100% Certified, Hand
Made in France» is the mark of the brand.
Chiharu:
There is
so much purpose and pride in your work, it’s amazing!
Could you
share something about your exhibits for this year’s show?
Mr. CARIVEN:
This is an
image of the frame that I will be launching at IOFT.
Chiharu:
Wow! These
are so unique but somehow so familiar.
Mr. CARIVEN:
Thank you Chiharu.
I think IOFT is the best way and the nicest way
to reach the Asian market.
At the show, I would like to meet my current
customers and eventually meet new ones too.
If
you have any questions or would like to make an appointment with us please
contact: info@pierre-eyewear.com
Chiharu:
Thank you
so much Mr. CARIVEN! I hope for the
best!!
***
[Editor’s Note]
Today’s interviews definitely made me
re-think the concept of eyewear and the different dimensions of how we can
enjoy and get in touch with them.
I am definitely looking forward to the
presentation and discussion lead by theo and it would certainly be interesting to
see and learn more about superb brands such as PIERRE Eyewear and by actually
meeting the designers.
IOFT this year definitely will not be just
a show, it will be the place to witness the “change” as Mr.
Vanoosterweyck mentioned and will be the best place to get in touch with the
deep meaning, history and concept of the great brands showcasing at the show.
For
more information about the show, please contact Show Management or access the
relevant sites listed below. IOFT Show Management
Attn.: Ena Masui, International PR
TEL:+81-3-3349-8519 FAX +81-3-3349-8530
URL:http://www.ioft.jp/en/ E-mail:masuie@reedexpo.co.jp
Written and edited by Ena Masui, International PR, IOFT Show Management
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