Evolution of A Brand
A hit from the start, TANGS has grown exponentially over the decades and now competes with the other international megastores that have moved in. However, TANGS remains truly Singaporean, and its history is a local legend.
In the 1980s, TANGS launched the highly successful tag line "All The Best Under One Roof" to showcase their diversification of products. Leading in an emerging retail market, TANGS was a favorite place for the expatriate community and Singaporeans alike for household goods and fashion.
The company was known as a fair employer and was closed on Sundays (a rare occasion in Asia) as C.K. Tang himself was a staunch Christian. This was implemented so that so his family and Christian staff could attend church services.
In the late 1980s and early 1990s one of CK Tangs sons, Tang Wee Sung took control of the store. He went on to become Chairman of the company in 2000 after his father’s death, and his appointment gave rise to different operating policies, such as permitting the store to remain open on Sundays and introducing new marketing strategies to increase consumer choice.
In 2012, TANGS announced an S$45 million, 3-year transformation plan to its flagship store on Orchard Road, with the aim of redefining the department store shopping experience.
Read more about this topic: Tangs
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