January 25, 2021
20/20 EUROPE spoke to Head of EMEA, Mr Antonio Jovè on the occasion of SILMO 2021 as the company looks back over 60 years, and forward to a new era.
Q: What have been pivotal changes or new developments, in the pandemic period of the last 16 months?
A: With the outbreak of the pandemic in March 2020, Marcolin put all its focus on its people and protecting them, and then of course protecting the company. We worked hard to ensure we were well connected with our clients and colleagues - our teams and the market across the world with a strong and successful digital capability. Our financial results by early 2021 remained steady and positive despite the crisis and lockdowns. We have even recorded increased sales - above 2019 - is some specific regions including DACH and Nordic regions. By the end of 2020, MARCOLIN had begun to work on a significant transformation that was a direct response to the global pandemic and the fast pace of change for businesses worldwide. We focused our efforts in the operations of the company to improve ordering times, logistics, CRM, and efficiency with perfectly streamlined customer services.
Q: How do you see the company moving forward in 1/ the European context 2/ rest of the world. Please comment according to your expertise in certain regions. I understand that a new subsidiary has opened in China.
A: In Europe, we have put all our energy into support and service for our customers and this continues of course. With the CRM we are creating a new relationship with the customer. During the Corona pandemic, we have seen that our brands such as Tom Ford, GUESS and Swarovski have been pivotal in maintaining good and close ties with our customers and supporting them in their sales in what has been a very unusual and unpredictable climate for them generally. We have also reactivated our own international brand Web Eyewear and this will also be a key focus for the company in the next years. In July, we announced the opening of our own subsidiary in Shanghai. During the first half of 2021 we have been implementing this step because we want to manage directly all areas. We have done this also in Russia to have that direct control.
Q: Can you comment on the strengthening of the company presence in Milan this year also. Describe the new facilities in Milan.
A: We want to be close to the customer as I said before. Our new showroom in Milan is like a new state-of-the-art arm for the Longarone HQ, providing a space for us to meet directly with our customers and share with them all our developments, news and new collections. It's very accessible for everyone and that is important. This is also a digital Hub equipped with video infrastructure that can digitally show the entire space while shooting close-ups of the eyewear in order to capture all its details and to allow contact with everyone around the world.
Q: Please remind us about MARCOLIN’s portfolio this year and how you envisage this changing and developing in the short to mid term.
A: Currently Marcolin’s portfolio includes: Tom Ford, Guess, adidas Sport, adidas Originals, Bally, Moncler, Max Mara, Sportmax, Ermenegildo Zegna, Longines, OMEGA, GCDS, Barton Perreira, Tod's, Emilio Pucci, BMW, Swarovski, MAX&Co., Covergirl, Kenneth Cole, Timberland, GANT, Harley-Davidson, Marciano, Skechers, Candie’s, Viva, Marcolin and Web. This is a very well balanced portfolio. We have a good balance of sun and ophthalmic, female/male, luxury, diffusion and fashion, including also sport performance. We have recently renewed our contract with GUESS until 2030, which means it will be close to 40 years that we work with this brand. This relationship and our others are long-term and this means so much for our customers and partners. We have also two relatively new brands – MAX MARA and ADIDAS (adidas Sport and adidas Originals) which are a perfect complement to our portfolio at this time.
Currently Marcolin’s portfolio includes: Tom Ford, Guess, adidas Sport, adidas Originals, Bally, Moncler, Max Mara, Sportmax, Ermenegildo Zegna, Longines, OMEGA, GCDS, Barton Perreira, Tod's, Emilio Pucci, BMW, Swarovski, MAX&Co., Covergirl, Kenneth Cole, Timberland, GANT, Harley-Davidson, Marciano, Skechers, Candie’s, Viva, Marcolin and Web.
Q: Sustainability, undeniably, is changing the focus in eyewear production and materials as consumers’ buying trends evolve fast. How is Marcolin adapting to this shift?
A: We were one of the first in the industry to launch the bio-based line “EarthKeepers Eyewear” with TIMBERLAND in 2011 where the styles contain at least 35% bio-based plastic material. Beginning with the new releases this fall, printed on the inside temple is a more precise amount of the bio-based composition, either 35%, 50%, 65% or 80%. In September 2021, Marcolin announced a three-year partnership with Treedom and Timberland Eyewear. This collaboration enables promotion of the planting of trees and forests worldwide with the aim of making the planet greener.
Q: Are there any particular announcements or developments you can elaborate on for us here on the occasion of SILMO?
A: We’re very pleased to take part at SILMO with our Marcolin corporate booth, it’s an important signal of closeness to our clients and suppliers. In addition, we have just announced our new video, created for our 60th anniversary. The video begins with the company's roots in the historic eyewear district of Longarone in the Veneto and then moves to the manufacturing process at MARCOLIN - a symbol of the company's expertise that is perfectly integrated with technology and innovation. We have launched the new taglines on our social media with the video: #MADEINMARCOLIN and #SEENEVERYWHERE.