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Case Study

The Client

CK Tangs

TANGS was founded by Tang Choon Keng, popularly known as CK Tang, in 1932. With CK Tang's reputation for integrity and value for money, it went on to become important pillars in the TANGS brand. Tangs is one of Singapore’s icons of retail. It provides consumers in Singapore and Malaysia with the necessities of modern life -- from fashion and lifestyle goods, to home products and electrical appliances-- through its department stores and boutique shops. In addition to the company's flagship department store, Tang's Singapore, the company operates a number of boutique and specialty businesses including Tang's Studio (offering upscale and contemporary fashion clothing), Tangs Studio Shoes, and Island Shop (offering merchandise with a more casual urban feel). From 1988 to 1995, the store created trendsetting initiatives in Singapore like the first in-store magazines, speciality stores within a store, and its own house brands. It also broke retail boundaries by introducing Tangs Studio – a niche upscale store during the decadent 1990s – to cater to a new breed of well travelled upwardly mobile individuals or yuppies. Tangs also won several window and store display competitions organised by the Singapore Tourist Promotion Board and Singapore Retailer’s Association. Tangs will always be part of the Singapore heritage as the oldest store. For many residents and visitors, TANGS has come to be regarded as a Singaporean shopping institution, along the lines of Selfridges in London or Bloomingdales in New York. Today the TANGS on Orchard Road remains the Flagship store of the group and occupies 15,000 square meters and five floors of shopping space. Being one of the biggest stores in Orchard Road, it has a big influence on the prosperity of Orchard Road.

The Challenge

Such an iconic store will also need memorable marketing and promotional materials to maintain and sustain the vibrant life of the store. DB was tasked to work closely with its marcom department to come up with creative, trendsetting solutions to match the stores bold marketing programme.

Datum Branding’s Solution

Successfully captured the essence of each season and store promotion to extend the brand experience to the recipients. The images above would best show what this means. The scope of work included concept and design of the first monthly in-store magazines – From the Rooftop and Tangs Studio Quarterly as well a a host of other store collaterals as well as a short series of e-newsletters. As an integral part of Tangs’ marketing team, many of the trends in branding, design and marketing brought a new era in retail marketing which we are proud to have been associated with such an open and magnanimous client who truly thought out of the box. Working for CK Tangs has been the highlight of our career. View just some of our projects above.