The accessories brand will unveil a new concept for all of the company’s stores and shops-in-shop when it opens a flagship here today.
Located at 610 Madison Avenue, the 1,800-square-foot store will be considered Tumi’s main New York location, as its current flagship on 520 Madison Avenue will shutter early next year.
The new concept is meant to highlight Tumi’s product through the use of lighter-colored wooden furniture and custom-made shelves, according to Dror Benshetrit, who designed the space.
“Tumi’s product is mostly dark so the best thing is to make the store interior clean,” Benshetrit said, explaining that he spent time focusing on “refinement” and store “flow” in order to best showcase the brand’s luggage, handbags and other accessories. RELATED STORY: Tumi Signs Outerwear License >>
Benshetrit, who designed Yigal Azrouël’s Meatpacking District and Madison Avenue boutiques, as well as Cut25 by Yigal Azrouël in SoHo, literally elevated Tumi’s product by creating platforms so that shoppers could handle the merchandise.
In the past, the designer explained, Tumi displayed its luggage on high shelves that kept product out of reach from most consumers. Now bags will be more “accessible,” he said, adding that with the creation of new, angled display bays, shoppers will get to see the product from all sides.
This 90-degree fixture will be present in shop windows, as well as in Tumi’s shops in the doors of retail partners globally.
Macy’s Herald Square will be the first partner to utilize this fixture in both its men’s store and luggage department this week. Tumi’s first retail location at the Yorkdale Shopping Centre in Toronto will be next to receive the new fixtures and store-look when it opens in mid-November.
The Madison Avenue store features LED lighting, a 12-foot flat-screen television that plays Tumi’s advertising campaigns and polished metal fixtures with wood detailing. The floor plan will be reorganized so that shoppers first encounter the brand’s small leather goods and accessories, followed by handbags and, lastly, its luggage line. Men’s and women’s collections are separated, and there will be a monogramming station where shoppers can customize their purchase.
Previously, monogramming took place in the backroom of the store, but bringing the process to the consumer “elevates” the experience and the brand, according to Alan Krantzler, Tumi Holdings Inc.’s senior executive vice president of brand management.
In order to further elevate and evolve the brand, Tumi is looking to retail expansion and a fresh marketing campaign, Kranzler said.
This year, the brand will open five new doors in the U.S., and in 2014, it will open more than 20 stores domestically and a “handful” of stores internationally, with a primary focus on the U.K. and France.
Krantzler told WWD that Tumi has been in the process of not only “tweaking” its store look since 2007, but it has also spent time evolving its marketing campaign.
Called “global citizens,” the most recent campaign features three influencers: Alexandra Cousteau, water conservationist and daughter of Jacques Cousteau; Paolo Ferrari, chief executive officer of Pirelli Tire North America, and singer-songwriter Amanda Sudano-Ramirez.
“They are all Tumi users and they share their stories about how they pack and use the product,” Krantzler said.
The fall campaign, which launched globally in August and made its New York debut on Tuesday, includes digital and print advertising, as well as in-store signage and New York-centric ads on billboards and on taxi tops.
For the U.S.-targeted part of the campaign, Tumi has spent about $1.5 million, and according to Krantzler, 15 percent of the budget went to print, 30 percent to digital and 55 percent to outdoor.
International, which includes markets in Hong Kong, South Korea, Taiwan, Shanghai, the Middle East and Russia, amassed a budget of roughly $3 million. Tumi said the funds were split equally between print and out of home.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)