Retail Revival

Situation
Tommy Bahama is known for its "aloha" printed shirts and vacation wear. What started as a men's apparel company expanded to included women's apparel, furniture, home decor, and a range of other products created to inspire people to relax. Yet the brand is still perceived as a “dad on vacation” brand. In order to change this perception, we decided to start with the most powerful channel, the retail store.
Brand Truth
Tommy Bahama’s goal is to inspire people to relax. However, after a trip to its retail locations, we realized that the space does not embody the lifestyle that the brand claims they're about. Simply selling "island inspired" products isn't enough. The store was dull, uninspiring, and did not embody elements of relaxation. Tommy Bahama needs to own relaxation.
Cultural Truth

"In today’s rush we all think too much, seek too much, want too much and forget about the joy of just being.” We live in a world where everything is moving fast. The demands of life can seem never-ending, and more people are feeling stressed. As a result, people are seeking solutions to alleviate their stress.

Insight
"The beach is one of the best places to alleviate stress and heal your brain."
You don't actually have to live by the beach to reap the benefits.
Strategy
Tommy Bahama: An everyday oasis.
Solution

With a revitalized retail experience, Tommy Bahama will bring the benefits of the beach to you. From the moment guests enter the store, they will immediately feel a sense of relaxation and tranquility. With soothing scents, warm lighting, and natural sounds, the retail experience is about much more than a transaction, it ensures that people leave with memories and a lasting impression of the brand.

Target

People who need relaxation the most: Workaholics.

Campaign

Live Easy.

Fitting rooms

Checkout

Core items

Featured products, men's seasonal

Back of house

"Vacation" wear

Core items

Featured products, women's seasonal

Shoppers can take a break in the seating area...

Guests will be welcomed by a store associate who will offer them a glass of fresh mint basil lemonade to enjoy while they shop.

...And participate in a guided meditation using the iPads and headphones provided.

Spread throughout the store are a number of "Tommy's Relaxation Tips." Small reminders to encourage guests to relax, and inspire them to live easy. For example, "visualize the sand between your toes" or "take 3, slow, deep breaths."

To make one of the most stressful points of shopping, less stressful, Tommy Bahama's changing room experience has been revamped. The new changing rooms allow guests to visualize themselves in a relaxing place by selecting scenery to 'view' from the change room window. Whether it's at the beach, or a sunny vineyard, guests can experience how their outfits will look and feel, no matter their escape. 

Outside the change rooms, near the cash, there will be signs displaying the upcoming in-store events. Tommy Bahama will host a range of events, from yoga classes, to mindfulness sessions, to encourage guests to live easy. 

Tommy Bahama employees will focus on building relationships with guests from the moment they enter the store to ensure they feel at ease while shopping. To avoid lines near the cash, employees will be able to walk around the store with iPads for guests to make transactions.

To inspire guests to live easy in their daily lives, Tommy Bahama will convert from their disposable bags to reusable shopping bags. These bags can be used as a beach bag, grocery bag, gym bag, and can act as a reminder to take time to relax.

Campaign: Live Easy

Out of home advertising will be placed in spaces where our audience, workaholics, can be found. Such as billboards along busy highway commutes to work, and radio ads during rush hours. Ads will also be placed in airports by bag carousels, and in the seat backs of aircrafts.

Direct mail will be sent to individuals who live within proximity to the revamped retail stores, inviting them to come and live easy. Those who bring the direct mailers with them when they visit the store will be able to redeem for an essential oil roller of Tommy Bahama's signature scent while supplies last.

An Amazon Alexa and Google Home integration will be available, allowing people to ask for "Tommy's Relaxation Tip of the Day." People will be invited to visit Tommy Bahama's social channels, such as Instagram and Facebook to learn more.

Social platforms will expand on "Tommy's Relaxation Tips," with daily reminders to help people live easy.

Reasons to Believe

Attracts new audiences

Reframes brand perception

Increases time spent in store

Team

Nick DeLeon (ST)

Alana Loveys (CBM) 

Connor Noh (CW) 

Melissa Poe (XD) 

Emmaline Terry (AD) 

alana.loveys@gmail.com

1.804.999.1930