Davide Degl’Incerti Tocci: “Internationalisation today means building relationships and business culture”
What are the main initiatives ANFAO is focusing on to strengthen the internationalisation of the sector? And what policies and strategies does the association adopt across different foreign markets, both mature and emerging, to concretely support companies — especially SMEs — in their international growth path?
Internationalisation is today one of ANFAO’s main strategic priorities, especially within an increasingly complex global context marked by geopolitical changes, market transformations and new competitive dynamics. In this scenario, our goal is to concretely support companies, particularly SMEs, in strengthening their international presence by providing tools, relationships and business development opportunities.
First of all, we work closely with Agenzia ICE through a structured programme of international initiatives dedicated to promoting Italian eyewear and Made in Italy. Among the most significant projects are certainly the Italian Eyewear Exhibition events, a format born from the experience of IEE Milan, the well-established event organised the day before MIDO and designed to leverage the presence in the city of international buyers and professionals already in Italy for the exhibition.
Precisely because of the success of IEE Milan, the idea emerged to export this format abroad as well, sometimes alongside major trade fairs, creating highly qualified events in key strategic markets.
The first edition of IEE – Italian Eyewear Exhibition in New York, organised last March during New York Eyewear Design Week, represented a very important achievement: 16 Italian companies took part and the event welcomed more than 100 buyers from across the United States, as well as around 300 visitors overall including industry professionals, media and operators. It was a strategic initiative because it allowed us to directly strengthen our presence in one of the world’s most important markets for Italian eyewear, reinforcing the positioning of the sector within a high value-added environment.
In September 2026, the second edition of IEE Paris will take place, with the aim of further consolidating Italy’s presence within the European market and creating new networking opportunities with international buyers and professionals.
At the same time, we are strengthening our associative and institutional presence in emerging markets that may become increasingly strategic. Turkey, for example, is proving to be a highly interesting hub for accessing other international markets. The feedback received in Istanbul through an Italian collective participation was positive enough that, together with ICE, we are considering an IEE Istanbul edition.
Great attention is also being paid to Brazil, especially in light of the Mercosur agreement. Following the experience of a business mission and the Italian Fashion Days Worldwide initiative, we are moving towards an IEE São Paulo edition scheduled for 15–16 October 2026.
At the same time, we continue to closely monitor the Chinese market, which remains essential but requires a highly selective approach and a strong ability to adapt culturally and commercially. MIDO’s presence at SIOF Shanghai also moves in this direction, strengthening dialogue with the Asian market and maintaining high international visibility for the Italian eyewear system.
Alongside promotional activities, we are also investing heavily in skills development. Following the positive feedback received last year, the Export Management course created together with Luiss Business School and dedicated to the ANFAO Young Entrepreneurs Group will return with a new edition enriched by a specific focus on Artificial Intelligence. The goal is to provide companies with increasingly practical and up-to-date tools to navigate constantly evolving markets, improving analytical capabilities, data management and international strategic development.
I believe that today internationalisation no longer simply means exporting products, but rather building relationships, business culture and the international positioning of Made in Italy. This is exactly the direction in which ANFAO intends to continue supporting the sector through a strategic vision and increasingly targeted initiatives.
Events such as DaTE and programmes dedicated to entrepreneurs are increasingly focusing on innovation, networking and cross-contamination between different worlds. In your opinion, what is still needed to transform these moments not only into visibility opportunities, but into concrete tools for growth and development for companies in the sector?
DaTE is a platform dedicated to independent eyewear, research, innovation and the quality of relationships. In recent years we have worked to strengthen its identity more and more, deliberately choosing an immersive and informal format capable of creating authentic connections between companies, opticians, designers and professionals who share the same vision of the market and product value.
The next edition will take place in Naples from 12 to 14 September 2026 at the Salone Margherita, a choice that perfectly reflects the evolution of the event. We wanted a venue with personality, culture and relational energy, consistent with the experience DaTE aims to offer.
Beyond this, another step is needed: creating increasingly immersive experiences, real opportunities for dialogue and tools that help companies develop identity, positioning and brand culture. This is why one of our key words is “contamination” between eyewear, design, lifestyle, technology, retail, communication and contemporary culture, encouraging dialogue between complementary worlds.
Today, simply displaying a product is no longer enough. Companies must be able to communicate values, build relationships and offer an experience consistent with their positioning. In this sense, events like DaTE must continuously evolve, becoming relational, inspirational and cultural platforms.
I also believe it is essential to continue investing in new talents within the sector, creating contexts where they can engage with established companies, develop high-quality networking and acquire tools to face an increasingly competitive and international market. It is precisely from these connections that innovation and new growth opportunities for the eyewear system can emerge.
We often talk about innovation, new skills and generational renewal as key elements for the future of Italian eyewear. How important is it to concretely invest in young people and create training and networking opportunities capable of bringing together new businesses and different cultures? In this regard, what role do initiatives such as the Giornata della Creatività play?
Investing in skills today means investing in the future of the entire sector. Italian eyewear can rely on an extraordinary tradition and internationally recognised know-how, but in order to remain competitive it must evolve by integrating innovation, new professional skills and a culture increasingly open to change.
In this journey, the role of young people is fundamental because they bring new sensitivities, new languages and greater familiarity with themes that are now central, such as digitalisation, Artificial Intelligence, sustainability and communication. For this reason, as the ANFAO Young Entrepreneurs Group, we are working extensively on training and the development of managerial and strategic skills.
A concrete example is the Export Management course developed together with Luiss Business School that we mentioned earlier. However, our work on education does not concern young people alone. As an association, we are investing in transversal programmes aimed at the entire sector, with the objective of supporting the cultural and managerial growth of companies. I am referring, for example, to programmes dedicated to sustainability and ESG themes, as well as DE&I initiatives.
We strongly believe in the value of continuous learning, because today the competitiveness of a sector depends not only on product quality, but also on the ability of companies to evolve culturally, interpret change and attract new talent.
The Giornata della Creatività fits perfectly into this context. This year the initiative reaches its tenth edition, an important milestone for us. It is a project we deeply care about because it represents an authentic moment of exchange between young people, companies and different worlds.
The Giornata della Creatività was created precisely to promote ideas, visions and cultural cross-contamination, creating an open dialogue between eyewear, design, communication, innovation and other creative industries. Every year we bring testimonials and case studies of particular relevance, including from different sectors, with the aim of broadening participants’ perspectives and stimulating new approaches to business and the market.
The next edition of the Giornata della Creatività will take place on 4 June in Montebelluna and will once again put talent, ideas and the vision of young people at the centre. Can you tell us more?
This year the focus will be on marketing and communication, because today it is no longer enough to create a good product: companies must also be able to communicate its value, build identity and create authentic relationships with audiences. I believe that innovation, new opportunities and a more modern and international vision of our sector can emerge precisely from these connections and from dialogue between different experiences.
The title chosen for this edition is “Think. Tell. Win.”, a concept that perfectly summarises the goal of the event: stimulating strategic vision, creativity and storytelling skills through a concrete and participatory approach.
The focus of the day will be a project challenge in which participants will work in teams on insights and concepts, developing project ideas that will then be presented during a final Pitch Battle before a jury of experts.
I do not want to reveal too much yet. What I can say is that we expect strong participation from our members and we are convinced that this tenth edition will once again represent a valuable opportunity for growth, exchange and inspiration for the entire sector.
Watch the reel: https://www.instagram.com/reel/DYjzU6dNo8u/?igsh=YzkzMHo1dm4weDR1