Tommy Bahama
Repositioning an iconic brand to launch new categories for women and find new audiences
When a brand has strong equity, it can also become defined by it. Tommy Bahama’s heritage resonated deeply with men, but women saw it as a brand for someone else, a gift to buy, not a lifestyle to live. Half the potential audience felt unseen.
My approach
Reframe the story to make women the hero. I led a creative transformation that brought vibrancy and energy back into the brand, introducing bold color, expressive typography, and a narrative that centered on women’s fashion and lifestyle. Catalogs, direct mail, and email shifted from “for him” to “for her,” positioning women not as accessories to the brand but as its driving force.
The impact
Women’s sales surged as customers began buying for themselves, expanding the brand’s reach and relevance. The creative direction became the standard across the parent company’s portfolio, a reminder that brand equity grows only when the story evolves with its audience.
