Look the concept factory: 100% 'made in Italia'

The refusal to decentralize as a matter of principle in order not to dissipate the cultural and industrial heritage of the real Made in Italy, and to keep alive a moral commitment towards collaborators, opticians and consumers.

Look the concept factory is today one of the few Italian industries in the eyewear sector that is able to maintain a sound market positioning at international level and to guarantee a product that is 100% 'made in Italia', as its new communication campaign says; launched by the company in April, it will be made official at Mido 2004 (Pav. 16/I - Stand B13/C16).

The theme of the campaign is based on a play on words that with subtle irony implies the company's desire to call the public's attention to the difference between virtual made in Italy, which exists due to questionable legislation, and the real 'made in Italia', the products from a company like Look which has always been a dependable benchmark for the optics market from the point of view of style and the technical reliability of its products.

The company wanted the 'made in Italia' campaign to be a reminder to all market players, and opticians first and foremost, to carefully evaluate the choices they make, which today more than ever before must bear the stamp of the principles of assurance, reliability and continuity and that are linked to a company and a product.

As well as appearing in trade publications and consumer-targeted initiatives, the development of the campaign envisages interesting opportunities for opticians from Italy and abroad who intend to adopt the 'made in Italia' philosophy. Look intends to implement special communication initiatives for them which will be aimed at supporting product image at outlets and encouraging the interest of consumers.