(PRESS RELEASE) MILAN, IT — The second day of MIDO 2025 opened to a flood of visitors that streamed into the 7 pavilions of Fiera Milano Rho. Password, business: buyers, distributors, opticians and eyewear professionals from around the world are here to seal business deals, open new channels and build relationships that will prove to be critical to business in the coming months.
An edition that is living up to expectations: a driving force for the international eyewear economy, a key venue where the meeting between supply and demand is ripe with creative inspiration and opportunities to share and compare.
The many entrepreneurs who visited MIDO also had numerous opportunities for professional training and information on topics that are strictly related to the various fields in the eyewear sector, including markets, future consumers, inclusion and sustainability, as well as casual encounters with famous celebrities from the world of sports, entertainment and fashion, like actor Pierfrancesco Favino, stylist Domenico Dolce and soccer legend, Alessandro Del Piero.
At The Vision Stage, talk was focused on the power of language and its impact on society and the workplace in the “Oops. I Said It Again”. Navigating the world of inclusive language” conference organized by ANFAO. More and more companies are realizing that inclusive language is not only an ethical choice, but also a valuable tool for building a more equitable and respectful corporate culture. During the debate, which also included participation by a special guest, actor, author and director Paolo Ruffini, discussion revolved around how the use of words can encourage or hinder dialog, introducing the concept of “bridge words” – that facilitate communication – and cautioning against “killer words”, that can, even inadvertently, be exclusionary or reinforce stereotypes.
During presentation of the WGSN study for MIDO, the topic, instead, was focused on consumers and future markets, that highlighted the consumer trends that will impact 2026, defined as the “year of transition”. According to the survey, in 2026 the eyewear market will be influenced by identified consumer profiles, like the impartialists, who seek transparency and authenticity, or the individualists, independent non-conformists. Or the gleamers, who prefer simplicity and well-being, and the synergists, who advocate for harmonious interaction between humans and technology. A look at consumer trends in key eyewear markets (Italy, France, Germany and the United States) provided insights crucial to understanding global market needs and planning successful strategies. Conversation also turned to the Optical Monitor study by GfK, presented today at MIDO. It turns out that in these countries, the foremost drivers of choice are quality materials, aesthetics and design; while price, although important, is not the deciding factor. Endorsers and influencers play a significant role in the choice of eyewear, and a physical point of sale remains the preferred purchase channel because it is positioned to better meet the needs of the consumer. Nonetheless, price continues to be a driver for online purchases. When compared, the US market seems more dynamic than the others but, highly motivated by the value of the “Made in” and the brand, customers in Italy spend more on eyewear.
“Sport and Vision: the importance of visual health in the practice of sports”, featured Alessandro Costacurta and Dr. Francesco Loperfido, Head of General Ophthalmology Services at San Raffaele Hospital, Milan, organized by the Eyecare Commission ETS. An interesting conversation ensued on the connection between vision and sports performance, on the importance of healthy vision to not only improve performance but, above all, safety on playing fields at all levels.
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Alessandro Costacurta visited the CDV Vista e Sport Virtual Arena installation in pavilion 1 where it is possible to experience, through virtual reality, the effects of impaired vision on sports performance.
