Tanger Outlets & infinitee: A Longstanding Partnership

Brand Building|infinitee|Retail Marketing|

In 1996, infinitee won the business of Tanger Outlets, representing a sizeable account for infinitee. What began as a relationship between infinitee and Tanger Outlets to produce traditional shopping center advertising materials has expanded into a long-time, successful partnership to deliver complex, multi-media programs that successfully engage shoppers online, on air and on site.  The relationship between infinitee and Tanger is made up of many milestones that make the partnership what it is today.

2005: TangerStyle magazine is introduced to shoppers. It was developed as a seasonal sales direct-to-home savings platform, delivered via traditional media to promote Spring, Fall/Back-to-School and Holiday sales. Its key objective was to educate shoppers on the selection of fashion at unbeatable savings found at Tanger Outlet Centers and included 20% coupons to save even more.

2011: infinitee helped Tanger celebrate its 30-year anniversary. Tanger’s campaign goals were elevated even higher, beyond all previous expectations. With the use of an upscale fashion approach surpassing market competition, infinitee capitalized on the strength of Tanger’s brand recognition to create a high-energy marketing campaign that spoke directly to shoppers. 30-year celebration materials were also developed for signature events and were inclusive of a print and online tabletop milestone anniversary book, TV spots featuring Steve Tanger, online promotional materials and upscale events, such as a Golden celebration party in Las Vegas for the ICSC Leasing Convention. Later that year, Steve Tanger rang the closing bell at the New York Stock Exchange where The Cake Boss delivered special cakes to the trading floor. Tanger Centers across the country took part in the celebration via video to set the Guinness Book of World Records for the largest cake party ever held.

2012: infinitee worked with Tanger to establish the TangerStyle Studio concept, similar to a design showroom, where videos were produced to highlight the emerging retail trends of the season. This provided a perfect setting for popular actress, TV host and Tanger’s fashion authority, Vanessa Lachey, to deliver trendsetting tips and information on how to find the greatest looks and the best savings by shopping Tanger Outlets. infinitee produced seasonal online trend videos and TV spots, each recorded in the TangerStyle Studio. In addition, infinitee branded TangerStyle Online, complete with digital lookbooks for each of the featured trends, where visitors could scroll through a style guide and learn how to create their own fashion-forward look from head to toe. This allowed Tanger to broaden its reach and educate shoppers by embracing today’s digital media technologies and engaging consumers through preferred channels of communication including social media services.

2013: infinitee provided an opportunity to expand the TangerStyle Studio concept even further with interactive media strategies and integrated content formats that allow shoppers to seek the advice of industry experts to discover seasonal trends. infinitee created a schedule to bring TangerStyle Studio into the homes and lives of Tanger shoppers on a monthly basis. These monthly touch points include online trend videos, lookbooks, behind-the-scenes videos and seasonal television spots, featuring Steve Tanger himself.

As part of its trendsetting efforts, Tanger Outlets teamed up with celebrity chef, Curtis Stone to host The Taste & Style Experience. The promotion was an extension of TangerStyle Studio, bringing food trucks, fashion shows, live music and cooking demonstrations to centers nationwide. The “Foodie” events were extremely popular and created an added value experience that generated a win for Tanger and gave shoppers a memorable bonus to the name brand shopping.

2014:  Tanger contracted infinitee to introduce and promote the Tanger Style Maker marketing campaign with a goal to create a year-round presence in the social media community, connect with Tanger’s core shopping base and secure new loyal followers through consistent and reliable messaging. Briana Gurley was introduced as the Tanger Style Maker to engage with shoppers at the center level on a year-round basis. Briana serves as the video spokesperson, visits Tanger centers across the country to engage with shoppers and record Haul Videos that deliver quick style stories throughout the year. Briana also maintains Tanger’s social media strategy with a weekly online blog and manages online social outreach and engagement.

The relationship between Tanger Outlets and infinitee continues with a goal to directly engage with shopper lifestyles and enhance the shopper experience. Together infinitee and Tanger Outlets work to create award winning marketing programs.


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