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Article: Maui Jim; Chris Abbruzzese.(Special Report: Marketing 50)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- November 1, 2004
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Kate Fitzgerald
Seeing is believing for customers of Maui Jim, one of the world's fastest-growing marketers of polarized sunglasses.
"Our entire marketing strategy is based on the fact that only when people actually try on our sunglasses do they see what's different about them,'' says Chris Abbruzzese, 44, VP-marketing and customer care for the Peoria, Ill.-based company that was launched in Hawaii in 1985.
What's different is Maui Jim's patented polarizing technology and the average price of $220 per pair, making them among the most expensive mass-market sunglasses available.
With its heavy emphasis on point of purchase, Maui ...