In our 10 Minutes With ... Adam Hershman, Tumi’s vice president of APAC and Middle East shares how Asian travellers are faster at adopting trends and want luggage that others can recognise
Since the easing of Covid restrictions, Hongkongers have been on a revenge travel spree, jetting off to destinations far away and close by. They have also been on trend, nailing their airport looks whether they are flying to Bangkok or London. Of course, the luggage they carry is also an important aspect of nailing the look, and each traveller brings to it their own distinct style, and this is evident in just the Tatler community alone.
For instance, Calvin Wang, founder of Fountainhead Projects, describes his style as “lightweight and utilitarian”, and goes for items that are discreet and expandable, while real estate developer Edwin Pun describes his style as more “effortlessly chic”.
Meanwhile, convenience is key for Maximal Concepts’ co-founder Malcolm Wood—another fashion-forward individual on our style radar—who needs a “mobile office” that he can pack into his 20-year-old Tumi leather bag. “[It] fits all my paperwork, a 17-inch laptop, my travel documents, iPad, chargers, cameras and so on,” he says.
Given that luggage—both its design and its convenience—is such an essential element of travel, Tatler recently sat down with Adam Hershman, Tumi’s vice president of APAC and Middle East, to talk about the ins and outs of contemporary travel style at the Tumi flagship shop at Harbour City in Hong Kong. Hershman shared his insights on what makes a good piece of luggage, the evolution of men’s travel style, the needs of Asian travellers and how the brand is keeping up.
Read more: How does Korean footballer Son Heung-min pack for a trip?
How have men’s travel style evolved?
Historically, it has been all about comfort. You might have seen a lot of sweatpants, sweatshirts and looser clothing. Now I think customers want to look more stylish and be on trend, no matter where they are: travelling, going to work, to the gym or going out at night.
But “style” means different things to different people—some might prefer an athletic style while others may opt for a formal look. We’re innovating [Tumi’s products] so that we can meet these diverse aesthetic needs of customers. I would say the most pronounced trend right now is a thrust towards contemporary designs.
What do you think people in Asia are looking for in their travel luggage?
No matter where you are, [the need for] performance, reliability and functionality is consistent. But, in Asia, I do see a faster adoption of trends. The Asian market adopted things like four-wheeled luggage much quicker than others, and people want product designs that others would easily recognise.
A lot of travel is happening in this part of the world. We have customers who are always on the move, so the demand is a bit higher—especially when it comes to style—because they’re going to be seen with and using the product more.
So, we’re trying to give people the flexibility to go from place to place seamlessly by developing an ecosystem of products that work together.
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