Tumi goes high fashion with new line
Travelling luggage and bags no longer need to be strictly functional and can be fashion accessories when one boards the next plane for either business or holiday trips.
With this idea in mind, Tumi, a luxury travel bag and accessory brand, has been given a fresh new fashion look after the appointment of designer David Chu, the founder of Nautica, a billion-dollar fashion and lifestyle brand, last year.
”I was a Tumi user for many years before I joined the company. I bought my first Tumi luggage in the 1980s and never bought a new one for seven or eight years. The problem is I never have to buy a new one again as the quality is very high,” Mr Chu said during a recent stopover in Bangkok.
Thus, since deciding to oversee the design for Tumi, he sought to give it a more fashionable allure for new and existing Tumi customers, making it more of a high-fashion brand.
”So, I thought about how to take Tumi to the next level. First, I think of the most glamorous time when people travelled with luxury luggage in the 1920s. Then, I found a little factory in Italy to create a new collection for Tumi,” he said.
”The concept was a combination of modern technology and luxury style with Tumi’s old craftsmanship, which is well-known for its utility and masculinity.”
Initially, Mr Chu launched the Townhouse Collection, a new luggage collection, which provides a touch of luxury design but retains its classic elements and functions, to the US and European markets.
The response has been unbelievable. There are more and more orders from high-end shopping malls. When it was launched in Harrods, the Sultan of Brunei bought the whole collection, said Mr Chu, adding that The Townhouse alone had boosted the sales of Tumi by 55%.
Besides the Townhouse Collection, Tumi has also extended its line to women’s bags and accessory items to expand its customer base.
To support its new fashionable image, the advertising campaign has also been changed with a more stylish approach.
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