MARKETING | ADVERTISING

MARKETING | ADVERTISING

TUMI GLOBAL REBRAND, 2006-8

The market leader in travel accessories set out to expand past its exclusively utilitarian, business image in favor of a more luxury, style-focused approach. Under chief creative officer and Tumi investor David Chu (of Nautica fame), the development of luxury and women’s collections required a complete rebrand and new marketing strategy. Fashion favorite Lipman Studio was signed as the ad agency, which brought on supermodels Shalom Harlow and Alex Lundquist as the new faces in campaigns featured in the pages of Vogue, W, GQ among others. This changed perception among industry and consumer alike and drove sales growth for its newly launched Townhouse (luxury), Voyageur (women’s travel), and Alpha (core) collections.

Brand management | LICENSING, 2010-12

At the design and brand management firm founded by David Chu, Mui worked directly with the founder on a number of wholesale and licensing projects, including the relaunch of the Jack Nicklaus collection (golf apparel), licensed collections with Cole Haan, Kenneth Cole, Kate Spade and Vince Camuto, among others.