"The greatest possible creative freedom"
The photo and imaging market in Germany has exceeded expectations with sales of well above 20 billion Euro in 2017 and is showing every sign of continued growth this year. Also contributing to this is the classic photo segment, in that increasing average prices for photo and video equipment demonstrate the great interest in ever better-performing technology and new smart functions.
Thanks to innovative functions for premium products and the good economic situation, consumers were very interested in high quality equipment in 2017 and at the beginning of 2018. Increasing average prices for cameras, lenses and tripods thereby stand for the growing consciousness of quality, and an unwillingness to enter into compromises in terms of image technology. Because practically all current premium cameras master wireless image transfer, cloud functions and social sharing, they are no longer simply recording devices, but also creative enablers that ease the path of consumers into the smart imaging world. "Recording the most beautiful moments in the best possible image quality with the greatest possible creative freedom is a central part of the image experience for many consumers", is how Rainer Führes, Chairman of the Photo Industry-Association explains the development.
Visitors to photokina 2018 can already look forward to getting to know the newest products of the industry leaders. Also there are Canon, Fujifilm, Leica, Manfrotto, Nikon, Olympus, Panasonic, Sigma, Sony, Tamron and Zeiss.