Luxury luggage and lifestyle brand Tumi has launched its first ‘breakthrough’ virtual store, highlighting the brand’s Spring 2021 collection.
The Spring collection was unveiled in the brand’s first-ever regional livestream event today (4 February).
Tumi believes its experiential store will offer customers in Asia Pacific and the Middle East an immersive and enhanced omnichannel experience that is “more than just a shopping destination”. The virtual space aims to connect the brand’s fans “like never before”.
“With the goal of being everywhere where the customer is, the virtual store adds another dimension in Tumi’s evolving omnichannel retailing approach, conveying both the best of Tumi’s modern design aesthetic and its commitment to innovation,” the brand said.
“For the last few years, we have been pioneering new digital experiences and looking for ways to enhance and elevate the customer journey” – Tumi Vice President Asia Pacific and Middle East Adam Hershman
Tumi Vice President Asia Pacific and Middle East Adam Hershman said the virtual space marks “an incredible milestone” for the brand.
“For the last few years, we have been pioneering new digital experiences and looking for ways to enhance and elevate the customer journey. Our new virtual store is part of this holistic approach to connect with our customers wherever they are and evolve with their changing circumstances and lifestyles.
“Accelerated digitisation and shifting customer habits, brought on by the turbulent 2020, have reinforced this direction and shown that we must continue to create exciting, meaningful interactions both in the physical and digital worlds.”
Virtual store customers are encouraged to explore and engage through shareable Instagram moments and WeChat mini-games. A Magic Mirror Selfie interactive experience – usually available in offline stores only – is included.
Touchpoints include interactive product displays offering information and shopping details. Selected Tumi products are featured in 360° 3D while augmented reality (AR) places some styles in the customer’s surroundings.
Visitors are able to shop or contact sales associates to ask advice and questions or to book a personal virtual shopping experience.
The virtual store is connected to other Tumi shopping channels via a Chat & Shop function designed to offer seamless purchases. Customers in Tumi physical stores can explore the brand’s digital concept via in-store kiosks, for an enhanced offline experience.
As a final touch to bridge the online experience with the physical, the Tumi virtual store has design features – a minimal aesthetic with marble-grain flooring and ceilings, accented with softer relaxed lighting – which are part of the brand’s new Manifest Store at Plaza 66 in Shanghai, China.
Tumi’s regional livestream event offered fans access and insight into the brand’s new launches.
The Spring 2021 collection underlines sustainability as a key focus for the brand, not only through the use of innovative, sustainable materials, but also through designs that extend beyond seasonal function.
Alpha Bravo features products made with recycled materials and introduces seasonal colours Navy Camo, Russet and Spruce. The men’s Alpha 3 and Harrison ranges feature new styles and colourways and Tahoe experiments with a new technical material, Tyvek, known for its durability.
For women, Voyageur debuts day bags, compact styles and travel cases while Stanton is relaunched to offer micro-pebbled leather day bags and backpacks.
