Friends & Family

The biggest savings event at Tommy Bahama, it only happens twice a year. Nostalgic, bright, fun. Targets both acquisition and retention.

event invitations | in-store signage |window strategy | digital concept direction

Messaging Strategy Asks via Marketing and Messaging Regarding Acquisition and Retention

Retention and VIP Guests:

• For print & digital: Stay consistent with preceding F&F campaign copy—combining branded language with informative and urgent messaging.

• For print: Leverage “We Are One” campaign for new print HL to create further awareness and tie in sense of community with “friends & family”.

• For digital: Utilize space to be more playful with messaging. Think: “You can’t put a price tag on friendship…but if you could, it would be 25% off.”

New Guest Acquisition:

• Our goal is for new guests to become “our friend” and shop the sale through sincere, informative, and incentivized messaging that bridges the gap between unfamiliar guests and our campaign.

• Entice new guests by clearly highlighting the promo, while also incorporating branded and fun messaging that feels authentic and welcoming.

Think: “This is the beginning of a beautiful friendship…” Or “We get by with a little help from our friends.”

Color and Pattern

I searched the Tommy Bahama illustration libraries for this pattern variation that is a brighter version of a dress featured in the Spring 2021 on-figure imagery. From this pattern I pulled 3 colors that felt fresh, vibrant, and seasonal. I also wanted to make sure these colors were earthy and a little cooler in tone to keep this promotion feeling dual-gender with the prominent pink.