Published21. November 2024, 04:47
CuriousWinter boot brand Zurich challenges Ugg and Moon Boot
The Zurich Inuikii brand competes with the big names in winter footwear. A conversation with the founding family about success and competition.
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Moon boots and Uggs can be seen everywhere by November at the latest. However, if you look at the feet of people in Switzerland in recent years, you will see a different brand more. They are shoes from the Zurich brand Inuikii. We met Cinzia Maag, Danilo Maag and Alessio Maag, the minds behind the brand.
In the middle of the brand’s showroom, at Binz in Zurich, there is a brief banter, like between brothers. Not surprising, after all, Danilo Maag (responsible for marketing) and Alessio Maag (responsible for design and product) are directly the co-founders of Inuikii. Her mother, Cinzia Maag, is the CEO and founder.
A family business is free from dispute
“The roles were distributed like this,” says Cinzia Maag. “We never planned to do this as a family. But fortunately Danilo and Alessio have studied what they need today. But does family cooperation always work well? Yes, that’s what all the Maags say. “People always think we have to argue. Of course we sometimes have differences of opinion, but we are very open to each other’s opinions,” says Cinzia Maag.
Alessio Maag, the creative person, says: “I see him exactly like Cinzia. Our tasks are clearly defined and the most important thing is trust.” Marketing professional Danilo Maag agrees: “The big advantage is to trust each other.”
The word “mom” is taboo
When it comes to business, you can see the professionalism of each family member. Her sons do not address Mamáí as Cinzia Maag, but as Cinzia. “It’s a strange thing to say mom now,” says Danilo Maag. It was clear from the beginning that Cinzia Maag was not called Mummy in the office. Alessio Maag says: “At the same time, we didn’t want to call our mother-in-law.”
In the office, her sons Alessio and Danilo Maag don’t call Cinzia Maag “mom”, but they don’t call them “boss” either.
In department stores, Inuikii shoes are now on the same shoe shelf as the big names Ugg and Moon Boot. «We are extremely proud of ourselves. We now have Ugg and Moon Boot in their sights,” says Cinzia
But what sets Inuikii apart now? “Our boots are for everyone who loves fashion,” says Cinzia Maag. You address a specific target group with each shoe – but the competition tries to appeal to the general public.
Danilo Maag says: “Our credibility is mainly what sets us apart.” How come? «As soon as you grow up, you are a producer. You make mass, it’s all about numbers. Small brands like ours are simply more tangible. This builds trust.”
Influencers advertise free shoes
Speaking of confidence: You see Inuikii especially often if you follow influencers on social media. They are often accused of lacking credibility because they are paid to advertise the products. Cinzia Maag makes it clear: “We didn’t have to pay anything for advertising to influence in exceptional cases. Most of our influencers love our product and are not paid for the posts.”
According to Danilo Maag, the brand works with influencers, but rarely pays for advertising jobs.
“An incredible number of influencers request shoes from us,” explains Danilo Maag. He says: “We only do paid collaborations very rarely and in very specific contexts. You should not buy content and values.” Most influencers get the shoes for free and then share the products on their platform for free.
We don’t even have the budget for influencer advertising.
But why should influencers, some of whom have a following of several million people, do that? Alessio Maag says: “I think it’s a combination of how close we are to certain influencers and the fact that they like our shoes.” His brother said: “We don’t even have the budget for that.”
The Swiss influencer confirms to 20 Minutes that Inuikii only offers product giveaways. She also didn’t have to post anything about the shoes she was given. Another influence says that negotiations were underway with Inuikii this year, but there was no financial agreement.
Cinzia Maag founded Inuikii in 2016. Her sons Alessio and Danilo Maag joined as co-founders. 90 percent of the materials for the brand’s shoes come from Europe. 95 percent of the goods are produced in Europe.
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What unique features do Inuikii winter boots offer compared to other brands like Ugg and Moon Boot?
Interview Between Time.news Editor and Cinzia, Danilo, and Alessio Maag of Inuikii
Time.news Editor: Welcome to this special interview with the founders of the Zurich-based brand Inuikii, an emerging competitor in the winter boot market, taking on giants like Ugg and Moon Boot. I’m excited to have Cinzia, Danilo, and Alessio Maag with us today. Let’s dive right in! Cinzia, can you tell us about the inspiration behind starting Inuikii?
Cinzia Maag: Thank you for having us! The idea for Inuikii came about from a passion for fashion and the need for stylish yet functional winter footwear. We saw a gap in the market for boots that were not just practical for colder climates but also fashionable. We wanted to create something that resonates with our customers on a personal level.
Time.news Editor: That’s a significant challenge! Successfully competing with well-established brands is no small feat. What do you think sets Inuikii apart from brands like Ugg and Moon Boot?
Danilo Maag: One of our significant advantages is the credibility of our brand. We’re a small, family-run business, which makes us more relatable and trustworthy in the eyes of our customers. We focus on quality and design tailored to specific target groups, unlike our larger competitors who aim for a broader audience. It allows us to create unique styles that appeal to fashion lovers.
Time.news Editor: Speaking of unique designs, Alessio, as the design lead, how do you and your team come up with the styles for your collections?
Alessio Maag: I draw inspiration from various cultures, arts, and of course, the latest fashion trends. Our designs are also influenced by direct feedback from our customers. We prioritize their desires and needs, which helps us create boots that are not just eye-catching but also cater to their lifestyle.
Time.news Editor: It sounds like you have a strong connection with your consumer base. Cinzia, you mentioned that trust plays a crucial role in your brand’s success. How do you foster that trust?
Cinzia Maag: Trust is fundamental for any brand, especially for ours. We establish that through transparency in our production process, engaging directly with our customers, and delivering consistently high-quality products. Additionally, many influencers promote our brand without payment, which speaks volumes about our credibility. They genuinely love our boots and their organic endorsements help build that trust even further.
Time.news Editor: That’s a refreshing approach! It seems like you have a solid marketing strategy that relies heavily on genuine relationships rather than just financial incentives. Danilo, can you elaborate on your marketing tactics and how they differ from larger brands?
Danilo Maag: Absolutely! Instead of relying solely on paid advertisements, we focus on creating authentic relationships with influencers and fashion enthusiasts. We host events, collaborate with other brands, and leverage social media to showcase our products in a natural environment. It’s less about mass marketing and more about making our brand feel accessible and relatable.
Time.news Editor: Brilliant approach! Now, as a family business, your dynamic must be fascinating. How do you navigate any differences in opinions while maintaining professionalism?
Cinzia Maag: It certainly has its challenges, but our respect for each other’s roles helps tremendously. Danilo and Alessio bring fresh ideas, and while we might have differing opinions, we value open communication. We operate as a family but treat our business interactions with the utmost professionalism. It’s essential to create an environment where everyone’s voice matters.
Time.news Editor: It’s great to hear you have such an open and respectful approach. Looking ahead, what are your aspirations for Inuikii in the next few years?
Alessio Maag: We’re incredibly proud of where we’ve come, and our goal is to continue expanding our reach without losing our essence. We want to maintain our personal touch while introducing more innovative designs and possibly exploring international markets. Our vision is to become a go-to name for stylish winter footwear around the globe.
Time.news Editor: That sounds exciting! Thank you, Cinzia, Danilo, and Alessio for sharing your journey with us. It’s inspiring to see a family business like Inuikii thrive in such a competitive landscape. I wish you all the best in your future endeavors!
Cinzia, Danilo, and Alessio: Thank you! We’re excited about what’s next!