Interview with Luzi S Pangemanan, Retail Marketing and Visual Merchandising Manager of Oakley South East Asia


You have been one of the representative figures of Oakley in Southeast Asia for a while now. What have you learnt so far in term of product branding based on your experience?

Aligning our partner in Southeast Asia around the Oakley brand is critical to achieve the greatest impact. What we do or say and how we present ourselves drive perceptions among our customer that ultimately impact our reputation as a brand. By consistently applying and delivering our brand, we can effectively manage and shape external and internal perception – and, thus, our reputation.

 What were you like in high school?

I was a very private person back in the high school – If you don’t ask, I don’t tell

 Share us your thoughts about ‘branding’, and how did it really affect the marketing of a product.

Branding & Brand Identity, if we understand the difference and how they work together, we will create an awesome business!

 You step outside your house and find a lottery ticket that ends up winning $10 million. What would you do?

Doing research how to bring Dokodemo Door in to reality. Dokodemo Door is Doraemon’s “Anywhere door” by the way.

 What is your goal for Oakley marketing in the future?

To be on the top of mind for protective eyewear with our leading lens technology.

 Who has inspired you in life, and why?

Been with Oakley for 10 years and Jim “Mad Scientist” Jannard, the founder has inspired me, not only in work but also in other side of my life. He is a big believer that everything in this world can and will be made better.

 What is the funniest thing your dogs ever done to you? Tell us about the experience!

Mostly if they did something wrong and they tried hard to look like “normal”… but we knew exactly who was accused for all the mess, and always ended up disciplining them and withhold our laughter.

 If you are allowed to pick one place to be your dream destination, where would it be, and why?

Iceland, lying down at grassland, listening to Sigur Rós and watch Aurora Borealis

 Define your brand in three words

Authentic, Iconic, Innovative

[iframe id=”″]