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Tumi’s creative director Victor Sanz has been keeping closer tabs on the brand’s younger consumers to track how they live their lives.

Sanz said, “The global business has changed, and so have the demographics. More fashion tools are needed to meet a lifestyle that goes beyond travel.”

“It used to be just for business. Now [bags are a part of one’s] fashion lifestyle. People are more self-aware of the items they are carrying,” Sanz said.

The creative director said younger consumers have been gravitating toward the brand, and a growing component of its business have been women buyers “who appreciate the functionality” of Tumi’s bags.

New for spring is its Latitude collection for travel, and upcoming in July for fall are two new bag collections for women, as well as an update of the current men’s bag lines. The new collections, and the tweaks made to the existing lines, are all about evolving Tumi in a way that caters to its customers and how they are now living their lives, whether it’s a more extensive trip abroad or going from one meeting to the next and then heading out for a weekend getaway. The newness is focused on minimalism, a nod to the Scandinavian inspiration for this year’s update.

Tumi has upped its game through new silhouettes, materials and styles. All three are part of the brand’s updated offerings. “When we look at wheel-aways and carry-ons, we are thinking about what other accessories our consumer might want, such as a removable insert that you can hang in the closet, removable shoe bags and jewelry pockets,” he noted.

Sanz also said one big difference between the men’s and women’s line is that the latter has a greater number of choices. “Females like more variety and more options,” he explained.

The Latitude collection that will be introduced today moves the line to a lighter, yet still durable, framework. “This is the lightest travel line Tumi has made,” Sanz said.

The material used for Latitude is a self-reinforced polypropylene, and the bags feature a new set of wheels, both of which make the cases lighter and more stable and are proprietary to Tumi. The shells also have reinforcement rods inside, an interior lining, integrated low-profile TSA locks and the brand’s Tumi Tracer, a product recovery program. Price points range from $645 to $795.

Tumi in 2016 entered the women’s market with a premium collection called Mariella. For fall, the line will be joined by two new women’s collections called Georgica and Mezzanine.

Georgica reflects a more modern view on women’s business bags that can transition easily from workplace to evening activities. The material is soft, pebbled leather, with minimal hardware and unlined interiors to give the line a relaxed vibe. All five silhouettes — satchel, tote, carry-all, backpack and crossbody — contain an interior removable pouch that can be used as a clutch or wristlet, adjustable turnlock closures, key leash, two interior media pockets and a hanging zippered pocket with a leather card pocket for quick access. Price points range from $395 to $595.

The Mezzanine collection — offered in six silhouettes, including to backpack options — is also crafted in soft, pebbled leather, but is unstructured to evoke a ip, downtown vibe. Components of the line include a variety of organizational elements for media, some with dedicated padded compartments for a tablet or laptop, and speed clips for quick access to items. Price points range from $295 to $545.

Tumi is also updating its Voyageur line, meant for daily commutes and weekend excursions. New features for certain silhouettes include a hidden, quick-access phone pocket, hidden tracer tag and water bottle pocket.

On the men’s side of the business, Tahoe continues the urban, minimalist aesthetic, this time using a blend of polyester and matte nylon to give an appearance of Neoprene. Also new are reflective accents to highlight the organizational features inside. Alpha Bravo continues to use Tumi’s signature Ballistic Nylon material, as well as black leather, with new seasonal prints and reflective accents. The men’s Ashton collection has been upgraded with new styles and colorways in modern matte leather and perforated leather. The latter option for the Morrison Backpack has new snap webbing straps that can be customized with Timi’s accent kits, available in three color options — ember, marigold and atlantic. And the Harrison collection, a line focused on functional day bags and accessories, adds its Cooper Backpack to the assortment mix.

 

Options from Tumi’s Latitude collection.  Courtesy Photo

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