The Tommy Bahama Story

Adventures in Branding:  Years ago, Inc. Magazine ran a very good article about how three guys (Bob Emfield, Luca Dalla Gasperina, Tony Margolis)  started the now ubiquitous Tommy Bahama brand. Tommy Bahama started out selling bathing suits and t-shirts and now sells a very wide range of clothing, bags, accessories and home furnishings and even operates Tommy Bahama restaurants, which are co-located with their stand- alone retail stores. The article may be a big dated in terms of specific information, but as a process and insight piece, it’s very, very good. Perhaps in 2014, the year of your startup, it might be time to give it a read or a re-read.  Here’s the link to a modern business classic, from the archives at Inc. Magazine: the backstory on the creation of the Tommy Bahama brand.

The Tommy Bahama logo:the eternal allure of the beach lifestyle
The Tommy Bahama logo:the eternal allure of the beach lifestyle

 

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