THE ASK.

Increase the appeal of the Tommy Bahama brand by reviving its retail experience. 

THE BACKGROUND.

"What would life be like if you never left the beach?"... That's the question that started the brand Tommy Bahama.

In the late 1980s, two men and their wives were nearing the end of their beach vacation in Florida. Dreading the idea of having to go back to work, they asked themselves what it would be like to never leave the beach. They then created a character who they named Tommy Bahama, and envisioned what his life would be like... The brand was born. Tommy Bahama is known for their "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. 

THE SITUATION.

The goal of the Tommy Bahama brand is to inspire people to relax. However, after a trip to some retail locations, we realized that the space does not embody the brand lifestyle Tommy Bahama claims they're about. The store was dull, uninspiring, and did not embody elements of relaxation. 

THE BRAND TRUTH.

Tommy Bahama isn't actually doing anything to help people relax. Simply selling "island inspired" products isn't enough. Tommy Bahama needs to own relaxation. Revitalizing the brand's retail experience can help them achieve this. 

"In today’s rush we all think too much, seek too much, want too much and forget about the joy of just being.

THE CULTURAL TRUTH.

We live in a world where everything is moving fast. The demands of life can seem never-ending. As a result, more people are feeling stressed. 

54%

Suffer from a high level of stress.

37%

Stress levels increased over the past year.

As a result, more people are spending money on aromatherapy, yoga retreats, salt rooms, and float tank therapy in an attempt to reduce stress and find relaxation... But you don't need to go on a big retreat, or spend $100s of dollars a week to find relaxation.

"The beach is one of the best places to alleviate stress and heal your brain.

THE INSIGHT.

You don’t actually have to live by the beach to reap the benefits.

OUR PROMISE.

Bring the benefits of the beach to you.

THE STRATEGY.

Tommy Bahama: An everyday oasis.

THE TARGET.

People who need relaxation the most: Workaholics.

THE CAMPAIGN.

LIVE EASY.

RETAIL REVIVAL.

STORE LAYOUT & EXPERIENCE.

Fitting rooms

Checkout

Core items

Featured products, men's seasonal

Back of house

"Vacation" wear

Core items

Featured products, women's seasonal

We wanted to slow down the shopping process by using a free flowing floor plan. From the moment guests enter the store, they will immediately feel a sense of relaxation and tranquility. From the soothing scents, warm lighting, and natural sounds, the experience is about much more than a transaction, it ensures people leave with memories and a lasting impression of the Tommy Bahama brand.

Shoppers can take a break at 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, we wanted to revamp Tommy Bahama's change room experience. The new change 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.

ADVERTISING & PROMOTION.

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.

Attract new audiences.

Increase time spent in store.

Reframe brand perception.

THE TEAM.

Emmaline Terry (AD) aka visual queen

Melissa Poe (XD) aka cinema 4D rendering badass

Alana Loveys (CBM) aka knower of all things Tommy Bahama

Nick DeLeon (ST) aka monologue & story master

Connor Noh (CW) aka brings beautiful words

LIVE EASY.

loveysa@vcu.edu

1.804.999.1930