Tumi Revives T-Tech Line January 27, 2010 New Empire Collection the first line of the Tumi bridge brand
By Donna M. Airoldi
Luggage manufacturer Tumi is reviving T-Tech, its lower-priced yet sleek-designed line that was very popular during the early years of the last decade. Attention to the brand withered though as the economy boomed and Tumi soared in popularity.
“For years, T-Tech languished due to inattention ... which was a shame because at one time T-Tech was hipper than hip and cooler than cool,” says Mike Landry, national sales manager for Tumi Special Markets.
No more.
Tumi has now staffed up the T-Tech group and is committed to providing products that combine elements of business, travel and lifestyle while targeting two consumer groups: urban-minded consumers who seek out the latest trend and design-forward products, at contemporary prices; and consumers looking for the quality, functionality and performance of the Tumi brand, but at a more-affordable price point, says Landry.
The company is positioning T-Tech as a bridge brand to Tumi, and each product will include a T-Tech logo accompanied by the Tumi logo in order to reinforce the link between the lines in the consumer’s mind, thereby adding to their value in the merchandise mix of incentive and reward programs.
Empire, the first of the line’s three collections for 2010, was unveiled this month, and is targeted to “consumers who buy brands that they identify with and that reflect their personality.” The bags feature several functional design details including an adjustable strap, and zip pockets and compartments for phones, media players, cards, pens—all the things one carries around on a daily basis. The fabric is rugged ballistic nylon in a durable long-lasting basket weave, allowing for greater comfort and ease of use.
Available in earth-toned colors Tumi calls graphite, mocha cement and pumice, Empire pieces include messenger bags, backpacks, and cross-body bags, with prices ranging from $95 to $185. See below for details:
Exchange – small zip pouch, 9” x 7” x 2.5”, $95 Freedom – medium flap cross body, 11.5” x 11.25” x 2.5”, $95 Deco – cross body bag, 9.5” x 10 x 1.5”, $75 Leigh – top zip cross body bag, 11” x 10” x 2.5”, $75 Ambassador – slim messenger, 11” x 13.5” x 3”, $135 Zeppelin – small backpack, 14” x 11” x 4.5”, $135 Landmark – laptop messenger, 13” x 15” x 4.5”, $165 Smith – laptop briefpack, 17” x 12” x 5”, $185
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