Bag Concept for...
From the Design Team:
Our current audience is older business professionals, executives, CEO's, but we're trying to reach a younger audience.
Can you create a concept that would help us expand our audience somewhere new?
Goal
Create a bag concept that
helps TUMI reach a new audience.
I start asking myself some questions
insert handwritten text: "what audience would TUMI be successful in pursuing?"
insert cartoon of me looking up questioningly
"what is it about TUMI's current products that centers or restricts their audience?"
Key Points in Research:
insert hand-draw exclamation point in red
TUMI’s audience is the middle-aged business leader
For them, TUMI makes luxury work-travel gear
TUMI values customer loyalty
This is much less prevalent in younger generations
Limited use cases
They don't maintain that role forever
The Pitch
If we want customers to stay loyal to TUMI, then TUMI needs to stay loyal to their customers--
Following them as they leave the role of business leader and enter retirement