Maui Jim: increasingly attentive to quality and product durability
Capitalize on the crisis after surviving it fairly well. In brief, this is the opinion of Martjin Van Eerde, marketing manager of Maui Jim, the Hawaiian eyewear company.
“Maui Jim –Van Eerde explained at MIDO 2011 - was relatively fortunate, in the sense that the crisis did slow down growth but did not create any big problems. Of course we did start to operate with more caution, adapting the motto "control without compromise"… basically spending as wisely as possible, maybe changing some habits, vendors etc. where savings were to be achieved. But never compromising quality. Not the quality of our product, nor of our service to retailers and end consumers”.
But now is the time to evaluate the opportunities for the future. “We wish we had a cristal ball and see how eCommerce, further developments in surgery, globalization etc. will impact the industry. But it is very hard to tell, as far as I can see. The opportunity out there is perhaps to capitalize on the results of the crisis: Retailers as well as consumers are now more then ever looking for quality, durability, service. Surely for the likes of Maui Jim that can work out very well ”.
Maui Jim participates in MIDO 2011 with the intention of taking a different look at the future. “We hope to see optimism, novelties, a fresh look into the future and not too much of looking back to the last few years. Also we hope for a further growth of visitors from emerging markets ”.
It is to them that Maui Jim is presenting the new products which Martjin Van Eerde describes as follows: “Maui Jim has managed to create Single Gradient Polarized lenses, named "Maui Gradient". We will be presenting the first models featuring this lens. Also we will show the first styles for our new flagship line Maui Flex, memory metal frames.”
As to colors, no exceptions or preferences, as these are left to the end consumer. “All! Maui Jim is about showing you the world in all it´s splendor. With all colors, not leaving any of them out, just in case it is your favorite ”.
Van Eerde, who jokes about his first approach to the optical world, (“Entering an optician when trick-or-treating at Halloween. I did not get candy but walked away with a nice cleaning cloth.”), prefers not to focus on one model rather than another. “ I am a storng believer – he said - I using the right frame for the right circumstance. In the car for example I go for our Lahainaluna frame with HCL Bronze glass lenses. For sports I prefer the Banyans with our Evolution lenses in HT. But to single something out… our new Maui Flex frames are awesome! The High Tide for example is a great frame that I am sure will do very well!”
What inspired the latest creations? “ I am not a very creative person, more of a strategic thinker. I am not involved at all with the design of our frames. But our booth at MIDO for example has beend designed by me. Each element had it´s own source of inspiration. Some examples: The leaves above our workstations - From the Pixar animated movie "A Bug´s Life", our Tiki Hut Bar - from the movie Cocktail”.
But the Maui Jim strategist, who describes himself as “dynamic”, must have a philosophy of life... “I cannot say I really have one big philosophy…. should I? Maybe that is my philosophy: Don´t have one, take things as they come without a pre-programmed way of dealing with it ”.
