APAC Summer Buying Days

An attentive and lively market

In an area of ​​the world extremely interested in eyewear and Made in Italy excellence, where a large part of exports are concentrated, Marcolin has strategically chosen to be geographically close to customers by organizing various events. Singapore, Shanghai and Sydney: three locations were chosen by Marcolin to meet customers and collaborators in the Apac area during the 2024 edition of the Summer Buying Days. An opportunity welcomed with enthusiasm to evaluate the new collections and discuss the opportunities offered by the acquisition of new brands. The second appointment was reserved for China and North Asia: in the province of Hainan, the Shenzhou Peninsula Grand Hyatt hotel welcomes 47 guests. The four-day event, representing 19 companies from China, Japan and Taiwan, was the first ever held in APAC outside of the Marcolin showroom. In Singapore and Sydney, however, Marcolin customers enjoyed a welcome in showrooms set up for the occasion with the latest in the field of visual merchandising for TOM FORD, ic! berlin, MCM and Christian Louboutin. A large, lively and rapidly growing market which, according to the latest Anfao data, saw an increase in requests for frames (+24.6%) and sunglasses (+38.1%) in 2023 compared to the previous year and which its continued double-digit growth will also be confirmed in 2024.

Marcolin’s choices

It is therefore not surprising that Marcolin, already present in more than 125 countries around the world and with four design and development teams located between Italy, the United States and Asia, over the years has created and grown a network of branches in Asia able to work synergistically to satisfy the global expectations of brands and meet the demands of young, curious and increasingly aware and demanding customers. Consolidating its presence in this territory thanks to tailor-made services and a portfolio of world-famous brands.

Customers‘ feedbacks

During the Summer Buying Days, customers, between presentations and convivial moments, also had the opportunity to take stock of their experience with Marcolin. And, once again, the ability of the Longarone company to combine skills of competence, creativity and professionalism with a special attention to human relations was highlighted. With a professional response focused on the local market. What has met general favor, then, is the vision, the ability to innovate and creatively promote products of the highest quality. All aspects which, in this part of the world, strengthen customer confidence and contribute to making very positive forecasts for 2025 too.

ic! berlin Custom Fit Collection

Discovering a new dimension of eyewear design

The Custom Fit Collection 24 by ic! berlin not only offers a comfortable and effortless fit, but also celebrates the unique beauty found in every face. All details have been carefully thought out to create a harmonious connection between cultural references in the design language and contemporary aesthetics. Whether you’re sipping coffee in one of the charming cafés in Berlin-Mitte or strolling around Museum Island – everyone will find their match in one of the four new models from the Custom Fit collection. The two silk models Kayoko and Yuri are designed for the modern person who appreciates minimalism and lightness. The perfect fit and comfort for a day in Berlin are guaranteed. The two classic models Ling and Muyan are designed for purists who prefer unique, discreet glasses and see the world through their own eyes.

A Stylish Tour Of The Capital

The model Jun Lai, who lives in Hamburg and is originally from Taiwan, spent a day with ic! berlin and explored the city from his perspective. These frames interpret historical, Asian design in a modern way. As a model, Jun knows that modern minds rightly have their own individual style and aesthetics. He chose 4 models for his day in Berlin, which stand out due to their classic and stylish colour combinations. The collection features monochrome frames in Black, Pearl, and Teak, as well as versions with coloured accents on the top line: White with Rose Gold, Dove Blue with Fashion Silver, and Mauve with Graphite.

Asian Fitting

All Custom Fit models have features specially developed and designed for the Asian market. The Custom Fit collection has wider silicone nose pads, versatile adjustable nose pad arms, and a flatter inclination of the eyeglass front.

US Summer Buying Days

Under California Palm Trees

Three days under the California sun and palm trees, set against the welcoming backdrop of the Ritz-Carlton Bacara in Santa Barbara, a luxury resort offering a breathtaking view of the Pacific, a private beach, a gym and an immense spa to indulge in relaxation. This is the scenario where Marcolin greeted its US customers and partners for the yearly Summer Buying Days. The perfect opportunity to strengthen new and well-established relationships in an informal and pleasant atmosphere. But also, to introduce the hottest new entries in the company’s portfolio and the latest news for the next season.

Immersed in nature

The Buying Days were not all about meetings and presentations, but also about sports and wellness, thanks to the many options offered by the sponsors, starting from a morning yoga session, rigorously held outdoors in front of the Ocean. Some chose Timberland’s unique eco-hike to a scenic spot overlooking the Santa Barbara hills, others TOM FORD Eyewear’s catamaran charter, for a truly unforgettable experience, while the sportiest ones opted for a spin class at dawn together with adidas. Then, a relaxing aperitif by the swimming pool with Guess and, on the last day, a wine tasting event organized by Max Mara.

Customer opinions

Like every year, the Summer Buying Days were also an opportunity to find out what our partners and customers think about Marcolin’s quality and style. Many opinions were collected: most people had very positive opinions on Marcolin’s customer service, since it leads customers by the hand – from the very beginning to the end of the process – providing them with any information they may need. A value that is perceived as an integral part of the relationship with the Group. That’s why the Summer Buying Days also confirmed our attentive and respectful attitude towards our customers, who need to experience all the brands’ new products and trends firsthand but also to feel part of a relationship that’s more than just business. And that, moving into the future, will continue to encompass great skills, devotion, attention to detail and support.

Giuliana Matarrese

1

There is a lot of talk about special workmanship, unique pieces in fashion and accessories. Marcolin itself produces unique pieces for fashion shows. does it make sense today to still talk about high fashion?

«Haute couture makes sense for not one, not two, but three reasons: firstly because, of course, it’s an experimentation lab where the various brands showcase all their savoir-faire, and so they show their achievements. Secondly, because if there is a market with people who can afford to buy these clothes, obviously Fashion Houses sink their teeth into it. And thirdly because, couture has a reputational allure that enables brands to be perceived as so high-end by consumers that all the others, i.e. 99% of the world’s population who cannot afford to buy couture clothes, will, however, feel privileged all the same to buy a House’s lipstick or clutch bag. Similarly, it therefore makes sense that the eyewear category also creates a series of products that perhaps are not even meant for the market. Unique, precious products that showcase the level reached by a House with its technical skills and savoir-faire».

 

2

Which are the latest cutting-edge haute couture techniques seen in haute couture that struck you the most?

«The one that strikes the eye, the one that has become most popular lately and that really pushed the boundaries for the work team, is certainly the one by House Margiela Artisanal, developed by John Galliano. For example, he invented silicone treatments that were brushed onto garments to give them a rain-drenched look, even though they hadn’t been rained on. Then there was another one called Rétrécirage, if I’m not wrong, which is a technique for treating wool crêpe with a special glue after boiling it, which created very peculiar volumes, especially for blazers, giving them coquettish, sweetheart-like shapes, right? These are just some of the latest, let’s say, techniques introduced by haute couture that turn a garment into a precious object, into a true work of art».

„Unique, precious products that showcase the level reached by a House with its savoir-faire“
3

Why did you choose this place for the interview?

«I chose this place, 10 Corso Como, because it represents a bridge to the future. Just like fashion, or eyewear. A bridge that connects apparently different worlds that aren’t so different after all. Fashion, design; fashion, art. That’s why I thought it was the perfect place for this short interview».

Marcolin Clients EMEA

Top 5 Strengths

What are the keywords used to describe a company like Marcolin? There are basically five: reliability, passion, service quality, creativity and innovation skills. This is the most representative overview of the opinions collected from our customers in person during the latest Summer Buying Days, that this year were held in late June against the breathtaking backdrop of the Palazzo Varignana Resort, in the Bologna hills.

The Importance of Dialogue

Like every year, the event was more than just an occasion to introduce to EMEA customers (Europe, Middle East and Africa) the latest novelties in terms of partnerships, projects and collections to be launched next fall. It was a priceless moment for direct and engaging dialogue. The right place to collect our stakeholders’ perceptions and ideas about an ever-evolving and growing sector like the eyewear industry.

 

Reliability

Topics like trust and the importance of human relations were very much appreciated. On the one hand, many highlighted the fact that at Marcolin they feel “at home”. On the other hand, from a more professional standpoint, the Longarone-based company was also appreciated for its foresight and flexibility, intended as reactivity to challenge, innovation and change. They are all values to cultivate and strengths to improve upon because, in the end, that’s what – according to our customers – really makes it a pleasure to work with Marcolin.