Tangs picks TBWA Singapore for rebrand

TBWA said the appointment followed a presentation initiated by it supporting Tangs view that consumer spending is shifting online, putting the relevance and attraction of shopping malls to the test.

Tangs has planned a S$45 million (US$36 million) three-year strategy to transform the chain into a hybrid store, combining the multi-brand experience of malls with the intimacy of a department store.

“Branding will remain crucially important,” said Gerry Rezel, VP of communications at C.K. Tang. “As the market becomes more fragmented, people will demand a type of store that they can trust and see as an expert in what they do, the experience they create, the products they offer and the way they are delivered.”

“Many major retail stores, both locally and internationally, have lost their brand identities due to an increasing trend towards product-driven communications,” said Lou Dela Pena, general manager of TBWA Singapore.

The consumer communications campaign kicked-off last week with a print and outdoor campaign to launch the new Tangs Beauty on Orchard Road.

“TBWA\Singapore’s strategy reflected our view that Tangs is ‘going into the future by stepping back’, a view that also underpinned the physical changes that are being made in-store,” said Rezel.

Tangs also plans to change its merchandise mix by combining new creations and specially curated items.