In
this interview, I find out more about Tumi’s new creative direction and the US
travel accessories company’s expansion strategy across the Asia Pacific region.
Following
the appointment of a new creative director, the high-end shoe designer George
Esquivel, Tumi is pursuing a more lifestyle-driven path.
Famous
across the world for its core Alpha range of ballistic nylon travel bags, the
new Santa Monica collection incorporates wonderful design twists, such as
light- and dark-coloured leather combined in an innovative way, and crafted
leather finishes on the handles. Items in this premium collection retail at between $395 and $800.
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| Tumi's Santa Monica collection, designed by George Esquivel |
Like
many other premium brands, sales growth is coming from the Asia Pacific region.
Tom Nelson, Tumi’s Hong Kong-based managing director Asia Pacific, tells me:
“[Asia] is a growth story for us – it’s quite a success story. We started in
the region 15 years ago with Japanese department stores, then moved into Hong
Kong and Australia. Over the years we’ve established partnerships with the
local domestic market.”
Tumi
products have shown a particular appeal to Japanese men and women, continues
Nelson, as they seek the best tools for everyday use or for travel. “It’s all
about performance. Business cases sell well to our Japanese customer. We
noticed that after the 2011 tsunami, when there were power cuts and the
government introduced its ‘supercool biz’ policy of taking off your jacket in
the office, there was a big transition to casual day bags. There was a real
shift in their consumption pattern.” Tumi saw an uptick in sales of its more
urban, casual Alpha Bravo collection, according to Nelson.
In
South Korea, the backpack is one of Tumi’s most successful products, he notes.
Nelson
tells me the brand’s core product resonates with the Chinese consumer and
observes that there is a higher concentration of sales of all-leather items in
the Chinese market. Speaking about how Chinese consumer tastes have changed
over the years, he describes this nationality as having tilted towards
being “showy” in the past but “they have evolved quickly and love to be
educated about brands”. Tumi’s core Alpha collection, as well as the Voyageur
and Ticon ranges, are performing well among this customer group.
To
attract Chinese customers, Tumi uses social media tools in its marketing, such
as Weibo and WeChat, notes Nelson.
Airport
store expansion
Tumi
pursues a dual strategy in terms of its domestic and travel retail business -
with Nelson describing it as a “symbiotic relationship” - and sees the
duty-free channel as an opportunity for brand awareness.
To
understand the travel retail business better, Tumi has carried out research in
airports in Japan, Hong Kong and is about to embark on a study of the Chinese
travel retail market, in a bid to understand the relative awareness of the
brand.
Tumi
has a number of freestanding travel retail shops in the Asia Pacific region,
including a new store in the domestic terminal at Kuala Lumpur International
Airport, which began trading in October. Recent shop openings have included a
new boutique in Terminal 1 at Taiwan Taoyuan International Airport, the largest
airport in the country. This store opening follows the debut of a Tumi boutique
in the international terminal at Taichung Ching Chuan Kang Airport in western
Taiwan, which is said to be “thriving”.
Tumi
has also made further inroads in China this year with new shops in the domestic
terminals at Guiyang Airport, a new boutique at Shanghai Hongqiao Airport
Domestic terminal and a refurbished store at Shanghai Pudong Terminal 2.
In
Thailand’s domestic market, a new shop began trading in downtown
Bangkok in October.
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| Santa Monica duffel, tote and hobo bags |
“Global
Citizens” ad campaign
Tumi has also stepped up its lifestyle
advertising. For 2013 Tumi has created the “Global Citizens” ad campaign
featuring a trio of well-travelled citizens - water conservationist and explorer Alexandra Cousteau; singer, songwriter Amanda Sudano-Ramirez; and CEO of Pirelli Tire North America Paolo Ferrari.
Photographed in the international hub of Los Angeles, the three global citizens speak of their passion for travel and carry their favourite Tumi pieces in the ads. As they head out of Los Angeles Airport on their next assignment, no doubt these three jet-setters will visit Tumi’s just-opened store at Tom Bradley International Terminal.
Said Nelson: “The campaign will resonate
with Tumi's diverse, global audience - speaking to global citizens through the
use of real individuals and their stories - and will establish a long-term
brand platform that provides the foundation for Tumi to grow into a global,
premium lifestyle brand."
