The Goal: Elevate the brand coast to coast
In partnership for more than 16 years, infinitee and Tanger Outlets have worked hard to establish solid brand recognition with Tanger’s customer base. With our deep experience in shopping center advertising and retail marketing, infinitee has met Tanger’s increased campaign goals and objectives year after year. As Tanger’s 30-year anniversary approached and industry mergers added pressures to the outlet industry, 2011 campaign goals were raised even higher. It was time to elevate the brand above all previous expectations.
infinitee Marketing Solution: Crank up the heat
Tanger Outlets is a complex entity with over 11.8 million square feet under lease in 25 states with hundreds of brand name retailers in its portfolio. In a challenging economic climate, even retail giants have an eye on expenses. To address raising the bar on the 2011 campaign and to help manage budget expectations, infinitee created an upscale fashion approach above and beyond market competition that was flexible enough for use across all brand channels to targeted audiences.
Core campaign items included tourism ads featuring aspirational, high-energy fashion images, along with headlines that spoke directly to the Tanger shopper. Collateral creative for each of Tanger’s annual programs (TangerClub and TangerStyle, for example) were given a distinct program identity based on each shopper market. Further, infinitee helped Tanger Outlets manage shopping center advertising costs by providing brand standards and a flexible collateral template so that its own talented team of marketing professionals could customize the designs for each of its 39 upscale outlet centers.
The Result: Flexible collateral to ensure a solid brand
Tanger Outlets has seen consistent traffic growth across its properties, and at last count, shoppers were making over 175 million visits to Tanger Outlets every year. Thanks to infinitee’s strategic retail marketing approach, each of these shoppers gets the same brand experience, reinforcing the consistent high standards and fashion-forward thinking of this well-established outlet developer.