NEW YORK — Bold floral prints are what the Tommy Bahama brand is known for, but for women, those prints are becoming few and far between.

“The men love to wear the shirts, they love the fabric, they love the floral prints, but for women, it’s just not the same,” said Lynne Koplin, the new director of women’s wear at the $350 million brand, owned by the Oxford Group.

Koplin has been designing the brand’s swimwear for three years and was recently named director of the entire women’s wear division. “The women don’t want to wear the same clothes as their partners, they want to wear their own, feminine, chic clothing,” she said.

The result is a sportswear line for a woman on a resort vacation. There’s silk and cashmere sweaters, evening dresses and casual pieces like linen skirts and safari jackets. The company’s signature prints pop up throughout, but the offerings are calmer, with only two prints per delivery. The Tommy Bahama line wholesales for $28 to $90.

“We’ve upgraded the quality, but changed our sourcing to keep the prices down,” said Koplin, adding that the firm used to rely on men’s manufacturers to produce the women’s line. Now it is working with manufacturers who specialize in women’s wear. “The idea is to give women a line they can wear from the beach to the golf course to dinner. She used to wear the prints from head to toe. We hope to teach her that she can still wear these prints, but in a much more fashionable way, with basics integrated.”

This story first appeared in the June 21, 2006 issue of WWD. Subscribe Today.

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