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Modern Retail Summit Fall 2019 | Tommy Bahama

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Presented by Andy Comer and Rob Goldberg

Published in: Marketing
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Modern Retail Summit Fall 2019 | Tommy Bahama

  1. 1. T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  2. 2. A B O U T T O M M Y B A H A M A M O R E T H A N A B R A N D . I T ’ S A L I F E S T Y L E Tommy Bahama brings the island lifestyle to its guests through a wide range of products, combined with extraordinary hospitality in our retail stores, bars, and restaurants. 2 . 9 M G U E S T S 1 . 0 M A C T I V E G U E S T S T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  3. 3. O U R G U E S T S Our retail guests are affluent and inclined to travel to warm climates. In fact, two-thirds of purchases are by guests who are away from home.* *Based on Amex card data showing purchases out of home market TOMMY BAHAMA ATTRACTS AFFLUENT LEISURE TRAVELERS 4 0 - 6 4 A V E R A G E A G E $ 1 5 0 K + M E D I A N I N C O M E T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  4. 4. TOMMY BAHAMA IS A GLOBAL RETAIL & HOSPITALITY BRAND The Brand resonates in the most desirable shopping centers and lifestyle centers on both coasts. O U R F O O T P R I N T * S T O R E S W I T H I N U . S . Stores Restaurants & Stores T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y *Tommy Bahama also has a strong presence in the major international tourist source markets of Canada, Australia, Japan and China. Low High
  5. 5. S C O T T S D A L E T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  6. 6. T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y W A I K I K I
  7. 7. W A I K I K I T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  8. 8. PA L M S P R I N G S T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  9. 9. T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y M A U N A L A N I
  10. 10. T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y N A P L E S
  11. 11. R E T A I L & D I G I T A L THE HOME OF RELAXED AND SOPHISTICATED STYLE The Tommy Bahama style transitions easily from the office to the weekend. We’ve found that guests enjoy just being in our stores and on our sites. Whether physical or digital, the experience connects us to our guests. 1 7 0 S T O R E S 1 4 . 2 M V I S I T O R S ( P H Y S I C A L ) 1 6 . 9 M V I S I T O R S ( D I G I T A L ) T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  12. 12. SAMPLE WORK RESTAURANTS & BARS For 23 years, fresh ingredients, island flavors, signature cocktails, and a fun, laid-back atmosphere have made our restaurants, Marlin Bars, and even food trucks popular hangouts. Guests rate us 94%+ on Open Table and 4+ stars on Yelp. Tommy Bahama Restaurant, Waikiki 1 8 R E S T A U R A N T S 1 . 9 M V I S I T S N e w Y o r k C i t y T o m m y B a h a m a R e s t a u r a n t , W a i k i k i MULTIPLE TOMMY BAHAMA F&B CONCEPTS T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  13. 13. SAMPLE WORK MARLIN BARS With five new Marlin Bars opening in the next twelve months in key resort markets, Tommy Bahama will continue to refine this exciting new concept that is reinventing how a lifestyle brand engages its fans. C o c o n u t P o i n t FLEXIBLE F&B CONCEPTS T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  14. 14. T H E P R E M I S E Tommy Bahama’s Restaurants and Marlin Bars represent not only the best path for a guest to enter our brand, but a touchstone for creating richer 360 experiences for our whole community. T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y Underscore Tommy Bahama’s differentiated position in the market Represent our biggest opportunity to acquire, retain and inspire our guests RESTAURANTS & MARLIN BARS 3D Brand Presentation
  15. 15. T H E A P P R O A C H T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y Develop programming for Restaurant & Marlin Bar locations that intrigues our guest Continue to evolve our existing legacy; larger format locations RESTAURANTS & MARLIN BARS Digital: Leverage email, website, social, search, and paid media Aggressively grow the Marlin Bars in both new and existing markets
  16. 16. T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y Taking full advantage of paid search, social, and events to broadcast branded experiential content to new audiences. AMPLIFICATION PROGRAM EXCLUSIVE EVENTS & UTILIZE SOCIAL TOOLS
  17. 17. P . R . Tommy Bahama continues to attract national and regional editorial coverage with over 500 M impressions annually. CRITICAL ACCLAIM T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  18. 18. T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  19. 19. T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  20. 20. O U R F I L T E R LIVE THE ISLAND LIFE Tommy Bahama is an authentic island lifestyle brand that’s uniquely positioned. The brand serves people who aspire to live spontaneously and relax in style. T o m m y B a h a m a R e s t a u r a n t , W a i k i k i 2 5 Y E A R S O F B R A N D B U I L D I N G 8 8 . 2 N E T P R O M O T E R S C O R E ( J u l y ‘ 1 9 T o p 2 5 % 8 5 . 0 N P S ) T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y
  21. 21. T H A N K Y O U T O M M Y B A H A M A - C O N F I D E N T I A L A N D P R O P R I E T A R Y

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