The modern history of eyewear is littered with the names of brands long forgotten who tried to expand internationally without proper planning. Like the American pioneers of old who headed the infamous words of 19th Century New York newspaper publisher Horace Greeley to “Go West, you man” many a man and his family perished following along the Oregon Trail to never be heard from again. It is estimated that anywhere from 20,000 to 65,000 people died along that trail. So famous was the tragedy of loss along that journey westward, that many of us remember playing the video game that was written about the journey and I bet anyone reading this who did play the game had characters die of dysentery.
Next week, tens of thousands of optical professionals will head for the largest optical trade show in the world, MIDO to see the breadth and depth of this industry we love so much spread out like a feast for the eyes (pardon the pun) in well over 1 million square feet (120.740 m2) at Fiera Milano Rho. At MIDO, and every optical trade show I attend, I am always approached by brands looking to expand their markets. Like the explorers of the Old West, whether in real life or The Oregon Trail video game, a mistake can be costly, very costly. Making the wrong move in exporting or importing can cost you your reputation, your livelihood, and possibly your company.
Hiring an experienced international manager can be the right move. It can also be an expensive move. Having an experienced full-time manager of any department is certainly better than trying to do it all yourself. The problem is, that bringing on experienced experts is costly. There is so much to consider when expanding your markets.
- Which market is the right market to enter and why?
- When is the right time to enter a new market?
- What are the regulatory hurdles you need to address?
- What are the legal issues that need to be addressed?
- How will you customize your marketing to your new market?
- How will you deal with local optical customs?
- How will you manage finances?
- How will you measure success?
The folks at PINKADILLAC, led by founder and CEO, Ana Sedes have put out a free e-book outlining both the pitfalls and the opportunities of growing and going internationally. They have helped dozens of companies grow and prosper over the years importing and exporting eyewear brands around the world. We read the manual and think it is well worth downloading and reading for yourself. Best of all, it is FREE.
Head to PINKADILLAC.com/e-book and get this 35-page e-book before you make another move.
About PINKADILLAC
Backed by over 25 years of expertise in global business development, PINKADILLAC has a multidisciplinary team that boasts a robust network of high-value contacts across the optical, fashion accessories, and high-end stationery markets.
The pink in PINKADILLAC’s corporate palette is a nod to the optical sector, one of their core specialties. Though pink is technically an optical illusion according to physics, it is widely perceived as a color of kindness and care. This choice perfectly symbolizes PINKADILLAC’s mission: to guide businesses out of the “illusion zone” and into real, sustainable growth—always with kindness at the heart of their approach.
