TUMI Navigates China’s Market With A Local Spin
Jing Daily spoke with Adam Hershman, vice president of Tumi Asia Pacific, to learn how Tumi has doubled down in the China market.
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- Jing Daily: As industry reports show, China’s domestic travel retail has seen over double-digit growth post-COVID-19, especially in 2021. How is this rebound impacting TUMI?
- Adam Hershman:
- Beyond travel, what positives are you seeing?
- As celebrity endorsements have become more complicated in China, how do you select celebrities and KOLs as brand partners?
- These collaborations extend to the Esports communities, as well. What opportunity has the pandemic provided for TUMI in regards to the gaming industry?
- That is another example of TUMI’s robust product portfolio with innovative collections. Has there been a collection that has particularly resonated locally?
- And when it comes to specific digital initiatives, what have you kicked off in China?
- Finally, with sustainability now being a focus regionally and globally, what efforts have TUMI made to become more ethical?
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