Once upon a time, all you needed was a pair of Ray-Ban Wayfarers to block the sun and look cool. Audrey Hepburn wore them in the 1961 movie, Breakfast at Tiffany’s. Cary Grant wore an early version of Wayfarers in North by Northwest. Others photographed in the iconic sunglasses include Marilyn Monroe, John Lennon, Bob Dylan, James Dean, Andy Warhol and Roy Orbison. President John F. Kennedy sported a pair, too, on his yacht.
So how is that a sunglass company with headquarters in Peoria, Illinois, (yes, Peoria) can compete with a legendary brand like Ray-Ban?
Easy. It markets the fantasy of tropical island life in Maui while making a solid product. Maui Jim figured out a way to serve a high-end niche in a multi-billion dollar market. The company sells into the U.K., Spain, Sweden, Canada, France, Italy, Germany and UAE (not such a microbrand anymore). Maui Jim still has to grow into 30 more countries to match Ray-Ban, but it doesn’t appear to be worried, even if its main competitor is part of the luxury brand galaxy that is Luxottica Group.
Maui Jim has a much different vibe — and story to tell. Rather than hang out at the Sundance Festival, Maui Jim holds fund-raisers in the winter for a local homeless shelter. The brand feels friendly and approachable. Maui Jim is also the only company I know that gives Hawaiian nicknames to each of its employees. You’ll see them right on their business cards. Employees actually call each other by these names.
Aloha, wherever you are.
What’s the story for your business?
photo: jeflejef on flickr
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