David vous a déjà parlé de Chiharu Nishiura, qui nous a formidablement aidé à organiser notre présence lors du dernier salon IOFT.

Chiharu a bien voulu se prêter à un quizz rapide, et nous faire part de ses impressions sur le secteur de l’optique et la formidable aventure que représente la présence sur le marché asiatique.

Dear Chiharu, please introduce yourself.
I am Ms. Chiharu Nishiura, International PR, IOFT Show Management.

When did you meet Oko Eyewear?
For myself, I met OKO Eyewear sometime in October 2009. However, my boss & director of International Marketing,
Mr. Hajime Suzuki met OKO eyewear even before.

How did you meet Oko Eyewear?

OKO EYEWEAR was one of the exhibitor in IOFT 2009. When I sent e-mail to the exhibitors to introduce placing news release service in IOFT press room, Ms. Ana Sedes quickly responded to it. She was very enthusiastic, and asked me for various questions and tips to succeed in Japanese market. How to write effective news release for Japanese people etc…. Since then we have a great relationship. Now, I and show management are very happy about the outcome they had in IOFT.

According to you, what’s unique about Oko Eyewear?
Their frames are very simple, stylish functional and cute.
The vivid, cute and unique colorings will add positive spice to wearers’ life. If you have different color variations in same model, you will feel each one of them gives you totally different impressions and outlook.

By wearing their frames, it makes me happy.

Also, people working at OKO Eyewear are very nice and enthusiastic. Even though it was their first time to exhibit in IOFT, they thoroughly followed what they should have done to have successful meeting on-site. and actually they did!

Tell us more about IOFT and Japan.
IOFT is the Japan’s largest eyewear trade show to be held annually. We have just finished IOFT 2009 from Oct. 27-29, 2009. In IOFT 2009, 507 exhibitors from 19 countries/regions participated and 15,868 industry professionals
visited. For the most Japanese retailers, IOFT is the must visit event since exhibitors release the latest model, and IOFT is the only opportunity for them to see and purchase eyewear brands all at once in Japan. Today, IOFT is getting high attention not only from Japanese buyers but also from Asian buyers.

If you are familiar with eyewear industry, you have probably heard of Sabae in Fukui Prefecture. Sabae is one of the world’s largest eyewear manufacturing areas, and is famous for producing very high and delicate quality frames. Now, many frames not only from Japanese brands but also from European brands etc., have been manufactured in Sabae.

Before, eyewear was considered as part of medical-care equipment, and people wore it just for visual correction. However, after IOFT was launched, the tendency has been changed little by little because people got more chance to see and be exposed to stylish and cute eyewear from other countries.

Now, Eyewear has been gradually accepted as fashion item, and many people start enjoying them in Japan.

How can French eyewear companies do business in the Japanese market?
For the eyewear manufactures, there is one thing very important. Know Japanese and Asians’ facial feature (low and flat nose, high cheek bone etc.), and prepare well for it. Normal European & American frames do not fit to Japanese faces. Big lenses shape directly attaches to cheek bones and low or sometimes no nose pad directly touches eyes. Nose pad can be easily changed, so it seems like there’s no problem. However, most consumers are not educated well on eyewear so that they tend to easily give up if the size do not match. Therefore, I strongly recommend to prepare well for Japanese faces.

What are the 3 main advises for French companies in Japan?
1/ Bring/release all line-ups for the Japanese market. Sometimes, when people come from overseas, they bring limited models under their marketing or survey that they assume Japanese will love these styles etc. However, since eyewear has been accepted as fashion item, many people enjoy different styles.
2/ Utilize great image on French eyewear for promotion. Japanese people think French products are high in quality and stylish & elegant. I mean, Japanese have very positive image. So, you should definitely utilize it.
3/ Prepare materials in Japanese, but not in English. Today, more and more Japanese people can understand English, but still, we’ll highly appreciate if overseas companies can prepare material in English. It can reduce the risk of misunderstanding and allows you to proceed business quickly and smoothly.

Are you a fan of French design?
Yes. Of course. I’m personally into eyewear very much. I have more than 10 frames, and some of them are French eyewear.

French designs are very stylish and elegant, but not too loud. I think Japanese and French artistic taste have a lot in common.

When is your next visit to France?
For me in person, I am not sure yet. I definitely would love to visit though.
However, our international sales team including Mr. Suzuki will definitely visit SILMO 2010.
If you are interested in exhibiting/visiting IOFT, please let us know.