Image overhaul to boost Tangs' global ambitions

Home-grown department store Tangs is undertaking its second fully-fledged brand overhaul since its inception in 1932.

The initiative is aimed at elevating the store to the status of international shopping retail giants such as Selfridges and Bloomingdale's, rather than confining itself to local competition.

Launching ahead of a high-profile new outlet at VivoCity, creative consultancy Sedgwick Richardson has put in place a new strategy for Tangs  which moves away from a focus on heritage for a more cosmopolitan attitude. This will affect every aspect of the company, from internal operations to till receipts.

According to Gerard Rezel, VP of marketing and communications at Tangs, the exercise marks the final touch to two years of in-store revamps and merchandising updates. "Everyone's trying to re-invent themselves. It's imperative that we keep pace with customer expectations, both experientially and visually."

Traditionally, the brand has been viewed as 'old, value-for-money'. Its new positioning is to be modern, confident, stylish and personable - not unlike the shoppers it wishes to attract. Future advertising campaigns, currently handled by Work Advertising, will adopt the company's new corporate identity guidelines.

"Tangs is moving away from being a department store to becoming a lifestyle retail experience," said JJ Lee, regional design director at Sedgwick Richardson. 

The consultancy thus reset Tangs' previous marketing focus on competing with local department stores, notably Robinson's and Isetan. "When you compare it to stores in Singapore, Tangs is more innovative in its approach," added Lee.

The brand revamp comes as the local market becomes cluttered with new malls and retail outlets, such as Zara and Topshop. Meanwhile, according to Rezel, the initiative will also aid Tangs' expansion across the region. He also confirmed that  Tangs was eyeing opportunities to licence and wholesale its private labels outside Singapore. Foo Tian Sooi, CEO of Tangs, said "With the new identity serving as a launch pad, Tangs is set to look towards further boundaries and bring this homegrown brand and its various concepts abroad."