Over the past 25 years, Tommy Bahama (Seattle) has created a strong identity. From incorporating food and beverage options in-store to supporting shifting customer demographics, the iconic retailer is headed in a new direction. In their session, "Amplifying the Essence of a Brand: Building upon the Heritage of Iconic Tommy Bahama," Tommy Bahama's Frank Kennard and Seattle-based MG2's MJ Munsell explore how the brand has adapted to an increase in female shoppers and women’s product offerings and how the various channels of the business work in concert. Attendees at VMSD's International Retail Design Conference (IRDC) in Montreal found out how the brand has elevated itself above its competitors. For more details about IRDC 2017, Sept. 6-8, in New Orleans, visit IRDConline.com.