TUMI’s audience has traditionally been male-centric and they were trying to grow their fanbase and become a unisex brand for customers that appreciate both form and function.
Under the new Essentially Beautiful platform we launched a new range of luggage with an all female team—Actress Ka Moon Young, Supermodel Eniko Mihalik, Director C.Prinz and photographer Bibi Cornejo Borthwick (including an all female production and creative team from Grey NY) aimed at a female audience.