Tanger Outlet Centers is extending a popular digital platform for creating outfits to tablets as a way to drive awareness of the fall fashions available at the shopping centers.

The Your TangerStyle platform enables users to drag and drop items sold in Tanger Outlet Centers to create their own outfits. Users can then enter their favorite looks in the “Create Your Own TangerStyle” contest and the looks that receive the most votes will win a gift card.

 “The Fall TangerStyle Studio is a multi-channel fashion studio designed to highlight the latest looks and trends that can be found at Tanger Outlets across the country and Canada,” said Ashley Bell, director of interactive marketing at Tanger Factory Outlet Centers Inc., Greensboro, NC.

“Consumers continue to adopt the two or three screen approach when it comes to shopping and the launch of the Create Your Own TangerStyle platform for tablet is our way of trying to leverage this behavior in a fun way,” he said. 

“The way the game is set up is very natural on the iPad and touch-oriented mobile devices, which makes the experience exciting for our shoppers.”

Virtual outfits
Tanger Outlet shoppers can access the game via tangeroutlet.com. The game features fall looks that are available at Tanger Outlet centers, ranging from apparel, shoes and accessories.

These images as well as background images can be dragged and dropped onto a design palette to create a desired outfit.  The images can be resized, rotated, and layered to create a unique picture of a style, which is then submitted. 

Shoppers can create looks from July 18 to Aug. 31 and the top 3 designs with the most votes will receive Tanger Outlets gift cards ranging from $500 to $1,500.

Tanger Outlet Centers is promoting the launch of the Create Your Own TangerStyle contest on its Web site and mobile application, via email and text messaging as well as on site at the shopping centers.

Promoting outlet shopping
Tanger’s goal for the strategy is to educate its fashion savvy consumers about outlet shopping and let them know that about the brand-name values they can find at the shopping centers.

“The mobile interaction allows customers an opportunity to spend time with the brand and become familiar with Tanger Outlet Centers’ collection of the world’s finest brand names and designer outlet store offerings,” Mr. Bell said.

Tanger Factory Outlet Centers operates 39 upscale outlet shopping centers in 25 states and in Canada.

The company has a robust mobile marketing strategy that includes a mobile-optimized Web site, a mobile app and a text messaging program that enables shoppers to sign up to receive coupons, promotions and special offers on their mobile phones.

“Tanger maintains a robust digital presence and continues to be at the forefront of emerging technology,” Mr. Bell said. “Mobile is an intricate part of our marketing plan and we see value in growing this segment of our digital offering.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York