By Kevin McCauley
Burson-Marsteller will guide the international push of Tommy Bahama as the upscale relaxed clothing and accessories brand targets Asia for growth.
The Seattle-based unit of Oxford Industries runs 96 retail outlets in the U.S. -- one is slated for Manhattan’s Fifth Ave -- and the brand is sold at high-end stores such as Nordstrom’s.
It plans to open outlets in Hong Kong, Singapore and Macau and a retail/restaurant combination in Tokyo during the next two years.
Rhonda Brauer, who handles the account from B-M’s Los Angeles office, says the goal is to define the brand for consumers “who will embrace the Tommy Bahama lifestyle and state of mind: making life one long weekend.”
Rob Goldberg is senior VP-marketing at Tommy Bahama.
|