VicenzaOro attracts more luxury brands (+ 10%) and nine brands from Baselworld. Here is the program for the next event ♦ ︎
There is no war between VicenzaOro and Baselworld. The two big European fairs dedicated to jewelery (the Swiss one in large part to watchmaking) march in different ways. No war, but healthy competition yes. And that is why among the organizers informally derives satisfaction for the migration of nine (for now) brands from the event of Basel to that of Vicenza, which will be held from 19 to 24 January 2018. The transfer of the brands is not officially announced or commented. But it is a fact.
Read also: Baselworld halves exhibitors
Official, however, is the program of the next event dedicated to jewelry and the ambitious agenda that the Italian Exhibition Group team (which includes Fiera Vicenza) has scheduled for 2018. The first appointment is as always, that of VicenzaOro. This will be followed by OroArezzo, since last year organized by IEG, the presences in Las Vegas, Mumbai (especially for the machines) and Dubai. We’ll talk about it at the time.
VicenzaOro January 2018. The first of the two events (the second one will be held from the 22nd to the 26th of September) is sold out, announced the general manager of the group, Corrado Facco. Which, however, added (unique harmony with Baselworld) that the goal is quality, brands selection. In short, no gigantism, but brand picking. This is also confirmed by the fact that the 2018 edition will occupy one less surface area compared to 2017: that is, 25,000 square meters compared to 29,000 last year. Little thing, all in all. And, on the other hand, the world is increasingly online, with consumption moving on the scale where the millennials are located. In short, it goes like this. This is also why Ieg’s executive vice president, Matteo Marzotto, emphasizes that we need to have a broader vision, not confined to a market niche. And we must frame the world of jewelry in that of fashion. It is no coincidence that VicenzaOro September will coincide with the Milan fashion week, to implement one of the many synergies promoted by IEG’s management, with the non-marginal support of the ICE (as confirmed by the president Michele Scannavini) and the Italian government.
But, now back in January: the fair in Vicenza will host over 1500 brands, of which 80% are already customers. Given that it is the same number of brands as the last edition, it follows that there was a 20% replacement, one fifth. It’s not a few. But with two important innovations: the first is that brands related to the luxury world increase by 10%. The second is that in January the technological-industrial aspect becomes more and more consistent.
Areas & signage. As in previous years the layout of the stands will be divided into homogeneous areas, marked by a color. At the moment, the presences indicate Icon (established brands, luxury) at 25%, Look (small jewelry, fashion trend) at 17%, while the lion’s share is Creation (private label companies) with 40% and, finally, Essence (gems, materials) at 18%.
Precious industry. In VicenzaOro is joined by TGold, a parallel event adjacent to VicenzaOro, dedicated to the world of jewelry processing machines. Also this was sold out and, Marzotto said, it will be necessary to add a tensile structure to accommodate companies in TGold: there are 161 (+ 20%) from 16 countries with Germany, USA and Italy representing the excellence of the sector.
Visions. If the small jewelry shops close, if the big brands are desperate because they can no longer reach the young, if the newspapers see an inexorable decline of the copies (and, therefore, even advertising on paper matters less and less), we must look forward . What will the future be? Promises to reveal it Visio.Next, an opening event organized by VicenzaOro on multi-channel distribution. Translated: reflections on why purchases are becoming more and more online, even those of jewelry. Will participate Claudia D’Arpizio, director of Bain & Company, Carlo Capasa, president of the National Chamber of Italian Fashion, Matteo Marzotto, in the dual role of executive vice president IEG and president of Dondup, Diego Nardin, CEO of Fope, Licia Mattioli, ad of Mattioli and vice president for the internationalization of Confindustria, Adi Al Fardan, founder of Adi Hasan Al Fardan Jewelery Trading. Spoiler: the trend will continue.
Finally, VicenzaOro will not give up the Andrea Palladio Awards nor the traditional appointment with TrendVision.