French Factors
Innovation in fashion and function highlight Silmo 2005
By Amy Spiezio

Optical loves Paris in the autumn, and this year Silmo drew a reported 43,484 visitors to the exhibition (an increase of two percent from 2004).

According to show organizers, the exhibition is becoming increasingly international—more than 21,174 foreign professionals (almost 49 percent of visitors) came to the exhibition, a seven percent hike from 2004.

The growth of the exhibition itself required some physical expansion, and the show made its first venture into a second hall. As a result, there was a net stand area of 38,673 square meters, up 6.5 percent.

The show floor provided a guided tour to the styles of the day with two special areas dedicated to the latest trends in optical fashion.

The "Upside Down" section flipped for fashion, literally. Chairs were on the ceiling and lights were on the floor as the stage was set for a fashion show featuring luxury
eyewear styles and new designs launched at Silmo.

A connecting passageway between two halls, the "Forum des Tendances," played on illusion, light, and perspective to illustrate the styles of the season. Light effects and wall-sized illustrations that seemed to shift with passersby's movements served as a theater for new optical offerings.

The Silmo D'Or awards festivities, held at the Chateau de Versailles, was a fittingly regal event, crowning the winners for design and innovation in the optical industry. About 2,000 guests attended the 12th-annual SILMO d'Or awards.

Along with the pageantry, the manufacturers were hard at work. Launches at the show included: Alain Mikli presented Alyson Magee's interchangeable styles as part of the Alain Mikli Design Studio as well as the Alux line from Phillipe Starck.

Marchon launched its new Tom Ford and Just Cavalli collections, Face á Face added a jewelry-inspired accessories collection, and Bollé took its sporty styles into the ophthalmic arena.

Frames and fashion will meet again at Silmo 2006, which will take place Oct. 27 through 30 at the Porte de Versailles in Paris.

L'Vie Optique

Do you think French eyewear consumers are different from those in the U.S.? A recent survey by Sofres performed for Silmo focused on wearing habits for residents of Paris and beyond—some of the answers may line up with those found here in the states.

61.4 percent of French people state that they wear their glasses all the time, whereas 38.2 percent wear them only for certain activities such as reading, writing, working, watching television, or driving.

40 percent of those with eyewear have one pair of corrective glasses

96 percent of glasses wearers say that they buy their glasses only or mainly on prescription

Their three criteria when buying a pair of glasses are:

• Glasses that fit my eyesight
• Glasses that are reimbursed by my insurance
• Glasses sold at an affordable price

93 percent think that glasses are expensive or very expensive, even if they find the high price justified by the materials and technology used.

Three reasons explaining the consumer's place of purchase

43 percent: It's close to my home
28 percent: It was recommended by friend/family
22 percent: I went there by chance

Top five criteria when choosing a pair of glasses

64 percent for aesthetic appearance
28 percent for the lightness
21 percent for the price
16 percent for the resistance of the product
10 percent for the comfort

Three factors which would boost eyewear renewal rates

• Fashion
• Diversity of choice
• Promotional offers

Going for the Gold

This year's crop of Silmo D'Or Award winners were recognized for their innovation at the 12th annual awards ceremony, held at the Chateau de Versailles. Here's a list of the winners:

Lenses
Essilor. Essilor Anti-Fatigue

Frames—Technological Innovation
Herrlicht. Herrlicht Hoz-Brille 

Children's—Teenagers' Eyewear
Logo. Bam'Boo

Sports Eyewear
Demetz. Ros de Squeel

Low Vision Equipment
Eschenbach Optik. My Reader

Sunglasses/Fashion Eyewear
Kata Eyewear. Beam 2

Optics Frames/Style and Design
Boz. Genius

Contact Lenses
Johnson & Johnson. Acuvue Advance for Astigmatism

Equipment /Tools
Essilor. Essilor Kappa CTD/Opti 3. Logic Drill

Pictures from an exhibition:

1. A steady stream of traffic flows into the trade show;
2. Taking a moment to look a display of eyewear featuring the latest styles;
3. An ic! berlin style reflects the trends of the moment with sleek wrapped frame and innovative hinge works
4. Daniel Swarovski for Silhouette blended bling and chic style;
5. The Forum des Tendances showed a new view of product;
6. The Variation section of the Forum showed off sporty sunwear;
7. Everything looked just right in the Upside Down room as models presented the latest in luxury looks;
8. A whole new angle for taking in the show;
9. While frames are a major topic of conversation at Silmo, lens, tool, and equipment companies are well represented as well;
10. The international set had a place to take a break in the Foreign Lounge;
11. An optical illusion in the Forum;
12. Show visitors get a view of the Silmo D'Or contenders' offerings