Not Just ‘Power Shopping’: How Tanger’s Outlet Malls Are Evolving Beyond the Discount Model
In a retail landscape increasingly defined by convenience and experience, Tanger Outlets is redefining its business model. Once primarily known as a destination for bargain hunters, Tanger is making a strategic pivot towards a more community-oriented approach. This evolution is not merely about slashing prices; it encompasses a focus on full-priced brands, trendy legacy companies, and an infusion of entertainment that enhances the customer experience.
For decades, outlet malls have been synonymous with discounts. Shoppers flocked to these venues in search of deals, often prioritizing price over brand loyalty. However, in today’s competitive retail environment, where e-commerce thrives and consumer expectations soar, Tanger is shifting gears. The company recognizes that modern shoppers are not just looking for bargains; they are seeking an experience that resonates with their lifestyle and values.
One of the key components of Tanger’s transformation is its commitment to featuring full-priced brands within its outlets. Traditional outlets often relied on past-season merchandise at reduced prices, but Tanger is now curating a mix that includes premium brands that may not have been traditionally associated with outlet shopping. For example, brands such as Nike, Coach, and Michael Kors are now staples in Tanger locations, offering consumers a chance to purchase high-quality items without the stigma of being “outdated.”
This inclusion of full-priced brands serves multiple purposes. Firstly, it attracts a more diverse customer base, particularly those who may have previously overlooked outlet shopping in favor of upscale malls. By housing these coveted brands, Tanger positions itself as a relevant player in the retail space and caters to a demographic that values quality and brand recognition.
Moreover, Tanger’s strategy extends beyond retail offerings. The company is increasingly focusing on creating a community atmosphere within its malls. This means incorporating spaces for social gatherings, events, and entertainment options that appeal to families and young adults alike. For instance, many Tanger locations are beginning to host seasonal events, pop-up markets, and food festivals, transforming the shopping experience into a social outing rather than a transactional one.
The integration of entertainment is another crucial aspect of Tanger’s evolution. In recent years, many outlets have started to include attractions such as live music performances, art exhibits, and children’s play areas. This shift not only enhances the shopping experience but also encourages consumers to spend more time at the mall, increasing the likelihood of purchases. For example, a family might visit a Tanger outlet for a weekend event and end up shopping for clothes and dining at a nearby restaurant, thereby benefiting all tenants of the retail space.
Tanger is also focusing on collaborating with trendy legacy companies that resonate with consumers today. These brands, often characterized by their rich histories and renewed popularity, can draw in shoppers who have an emotional connection to them. For instance, brands like Levi’s and Vans have seen a resurgence in interest, particularly among younger generations. Tanger’s decision to partner with such companies not only enhances its brand portfolio but also aligns its offerings with current fashion trends and consumer preferences.
Moreover, the shift towards a more community-focused model can be seen in Tanger’s strategic use of technology. Many of its outlets are adopting mobile apps and interactive kiosks to improve the shopping experience. These tools provide customers with real-time information about promotions, events, and even navigational aids to find their favorite stores. By leveraging technology, Tanger is not only enhancing convenience but also creating a more personalized shopping experience that meets the demands of tech-savvy consumers.
The evolution of Tanger’s outlet malls also reflects a broader trend in the retail industry. As consumer habits change, retailers must adapt to survive. The rise of online shopping has forced brick-and-mortar stores to rethink their strategies, focusing more on experiential shopping rather than just transactional sales. Tanger is not alone in this endeavor; many retail chains are exploring similar strategies to differentiate themselves in a crowded marketplace.
In conclusion, Tanger Outlets is successfully transforming its brand perception from a discount-driven shopping destination to a community-oriented experience. By incorporating full-priced brands, trendy legacy companies, and entertainment, Tanger is appealing to a broader audience while offering an enriching shopping experience. As the retail landscape continues to evolve, the company’s commitment to innovation and community engagement may very well set a new standard for outlet malls across the nation.
community, retail, shopping, TangerOutlets, experience