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Travelling in supermodel style: Top male model Alex Lundquist stars in Tumi’s striking new advertising campaign |
US. Tumi is poised for store openings in the travel retail sector as it rejuvenates its products and brand communications under a new Creative Director.
The US luggage and accessories company is heading upmarket with a premium luxury positioning under Creative Director David Chu, the founder of the Nautica brand, who joined Tumi in 2007.
As part of its fresh focus on the travel retail channel, Tumi is set to open a large store at Amsterdam Schiphol Airport this month, and also plans to open a small boutique at Seoul Incheon. These airport stores will be inspired by Tumi’s new flagship store concept already executed in Madison Avenue, New York.
Product-wise, the company is launching the newest generation of its core collection, which has been restyled and named Alpha.
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Arresting ads: Supermodels Shalom Harlow and Alex Lundquist take Tumi’s Spring 08 collection into a chic new sphere | |
Tumi in travel retail
Tumi is expanding its presence in travel retail globally. In addition to the upcoming openings in Schiphol and Incheon airports, Tumi already has a presence in the Americas with two stores at New York JFK Airport, and one each in Minneapolis and Atlanta airports. Tumi has just finished creating a corner at the South Satellite Terminal with HMSHost in Seattle and “business is already up fivefold in the first two weeks”, Senior Account Executive Phil Peterson told The Moodie Report during the IAADFS show last month.
At Vancouver Airport, with partner Aldeasa, Tumi has one location inside the new international terminal, which is being relocated, while the Tumi store at Atlanta Terminal E is set to have a facelift after trading successfully for about five years, according to Peterson.
In the Asia Pacific region, Tumi is trading in a large shop in Singapore Changi Terminal 2 with DFS, while at Hong Kong International Airport, Nuance-Watson is the company’s partner at various locations. An airport stand-alone POS has begun trading with Valiram at Kuala Lumpur International Airport.
Tumi also has outlets in the key business hubs in Europe at London Heathrow and Frankfurt Airports.
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Left: The small expandable carry-on bag from the Alpha Collection; Right: The top-selling women’s Weekender bag | |
Luggage and accessories collections
Tumi’s newest collection is Townhouse, introduced in Fall 2007 to global acclaim. Described as a premier luxury collection, distribution was expanded outside of the brand’s flagship stores from January 2008. The sophisticated collection can now be found at leading department stores and top airport locations, such as Changi.
Tumi Marketing Manager Asia Pacific Amanda Kraus noted that existing Tumi customers were trading up to the Townhouse collection and new customers were being attracted to the brand, as the range incorporates more fashionable elements.
Although black has always been a classic colour for Tumi’s bags and accessories, the brand now produces seasonal colours, twice a year. Khaki was chosen as the colour for Spring 2008, and grey will be the shade for Fall.
The core Alpha Collection – dubbed the “road warrior collection” – is made from tough ballistic nylon, and leather bags are also available. The styling has been updated, but it still carries the Tumi DNA, such as black-on-black detailing, black hardware, monogram patch, U-shaped pockets and chunky zipper.
With the global customer in mind, the company has created smaller carry-on bag styles, including a new compact size.
New for Spring 08 is a collection of 100% silk ties for men, and among the expanding hi-tech accessories collection, Tumi has developed universal travel plug adaptors and a 12GB USB key, while a 60GB version is planned.
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Around town: The York briefcase from the men’s Townhouse collection; Right: The Women’s Collection for Spring 08 | |
For women, the Voyageur travel and day bag collection is made from lightweight nylon. Seasonal colours include yellow for Spring 2008. The range comprises small travel totes, smaller travel pieces, as well as trolley bags.
The Weekender bag, which made its debut in Fall 2007, is a classic tote bag made in different fabrics and fashionable colours each season. This line has become one of the company’s most popular products for women. It retails at around US$450.
In Spring 2008, Tumi launched a fashion-forward collection for women in soft Italian leather, called Gemini. Handbags are among the versatile bag styles.
Tumi’s striking new advertising campaign, breaking in Fall 2008, stars supermodel Shalom Harlow and top male model Alex Lundquist, and has a strong travel theme.
For details, contact Phil Peterson, Senior Account Executive, Tumi, 1001 Durham Avenue, South Plainfield, New Jersey 07080, US, tel: +1 908 756 4400 ext. 7071, fax: +1 908 756 5878, or e-mail ppeterson@tumi.com Visit www.tumi.com
MORE STORIES ON TUMI
Tumi teams up with Murjani Group in India – 09/03/06
Ambitious Tumi targets executives in Frankfurt – 06/12/05
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