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MIDO // Save the wonder

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MIDO, one of the main international events in the eyewear sector, drops its traditional February dates to schedule a June show in 2021. A sensible choice, driven by the aim to ensure exhibitors and visitors an exhibition offering peak international traffic potential and profitable business transactions. The show's well-known international reach encouraged the organizers to make this bold, decisive choice: rescheduling MIDO 2021 to Saturday June 5th to Monday June 7th, at Fiera Milano. The hope is that the arrival of the summer will make for safer travelling between countries, confirming MIDO as a pivotal force behind the industry business activities.


“Considering that more than half of the exhibitors and visitors typically come from 160 countries around the world – stated Mido president, Giovanni Vitaloni – it seems fairly clear that an international trade show scheduled prior to June could put their participation at risk. Therefore, MIDO 2021 in June is the best choice to get us back to our mission – to organize and maximize the opportunities for international trade, bringing new luster and vitality to this key sector. We have no doubt – concluded Vitaloni – that our Italian and international visitors will appreciate the opportunity to visit Milano while the weather is fine and we reaffirm our intention to celebrate MIDO's 50th anniversary in an atmosphere of regained peace of mind.”


Challenging times lie ahead and, despite the pandemic, the MIDO machine does not stop or even slow down; on the contrary, intriguing opportunities are developing every day. Industry's greatest challenge for the next months will be to be able to cope with the new market needs and also those of consumers, who – due to the Covid 19 – have deeply changed their habits and the way they make their choices. For example, customer service is today even more crucial and MIDO is encouraging to make it efficient and safe.


Another fundamental challenge MIDO is working on is that of keeping the business level as high as the previous years and to maintain its international appeal. A record edition as previewed for 2020 can't be expected but a hard work to give clients the best possible result is set.  MIDO is an international show and that soul will remain.  Besides, with the Italian Foreign Ministry, a “fast track” entry system is being studied, in order to facilitate the recovery of the sector with the arrival of the international buyers: the fast lanes can allow the participation to international exhibitions such as MIDO.


To cope with the enormous challenges, moreover, the digital experience will be improved. In March 2020 already MIDO started the MIDO4U platform and other new tools for the 2021 June edition are being examined.


MIDO knows, and deeply feels the responsibility, to have a fundamental role to restart the eyewear industry.


It will be the first international eyewear appointment, after more than 18 months: an opportunity for business and necessary exchange, especially in a moment of difficulty like the one we are experiencing. The road, in fact, is still uphill but there are good signs, both from the markets point of view, with an initial albeit timid growth in consumption, and from that of events.


The 2021 edition will be different, the digital and physical experience will live together even if meeting people, touching products, sharing ideas facing each other remain the heart of the exhibition. MIDO is fundamental for all operators in the supply chain, an essential showcase: for the producer of raw materials and the finished product, as well as for the designer and the creative, passing from the representatives of the fashion world to the suppliers of machinery.


The entire industry is eagerly awaiting the new MIDO 2021 appointment in June. Hang in there, stay safe and see you soon!



Info: www.mido.com

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