Tangs goes for major brand overhaul

Singapore retailer Tangs is looking for a major brand overhaul as part of its SG$45 million strategy over the next three years, appointing TBWA\Singapore for the rebrand. No pitches were called for the account.According to Gerry Rezel, vice president, communications of C.K Tang, the store will become a "hybrid store, taking the multi-brand experience of malls and marrying it with the intimacy, service and traditions of a department store."In terms of merchandise, Tangs would be more involved in the selection and curating of products sold and in some instances, in the creation of its own products.Branding will be crucial to build trust and be seen as an expert in its field as the market becomes more fragmented, added Rezel.The first consumer communications campaign kicked off last week with a print and outdoor campaign to launch the new Tangs Beauty on Orchard Road.The campaigns for the store will run in stages kicking off with a beauty launch, followed by annual sale promotions. Ads will also be running throughout the year.TBWA\Singapore general manager, Lou Dela Pena said that in recent times, many major retail stores, both locally and internationally, have lost their brand identities due to an increasing trend towards product-driven communications."Tangs' SG$45 million, three-year strategy designed to ‘bring back the soul into retail', presented a great opportunity for TBWA to demonstrate how our ‘disruption' methodology could support this exciting transformation," she said.