Tango fights retail decline with personalized customer experiences
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In an era of the fashion industry in which retail is in a decline, shopping destination Tango is aiming to change that. With a personalized shopping experience, the modern workwear brand has created a close knit relationship with clients to build and maintain its business. FashionUnited chatted with founder Jessica Mastriano on how the Brooklyn-based brand is changing the wave of retail.
Can you first tell me a bit more about the origin of Tango?
Tango was established in 1973 by my father, Michael Mastriano and his partner, Anthony. It started as a men’s store and operated at 132 Montague street. They thrived in the denim industry and people were coming from all over the city, Long Island. They carried over 25 different styles of denim, dress pants, shirts, tees. Shortly thereafter, they decided to open a women clothing store across the street at 145 Montague street in 1977. They decided to split up after a few years and Anthony kept the men’s store and my father kept the women’s. We are still a successful women’s clothing store in the same location for over 40 years. My brother and I now own and operate Tango.
What type of clothing do you sell at Tango?
Tango is a women’s clothing and accessories boutique. We carry contemporary designer brands such as Maxmara, Theory, DVF, Rag & Bone, Judith & Charles, Enza Costa, James Perse, Majestic, Wolford, Jamie Joseph, and the list goes on. We pride ourselves in being a one stop shop where you can find a cocktail dress for a fancy night out, a powerful suit for work, a feminine dress for date night, or the perfect fitting denim jeans with your favorite comfy tee for Sunday brunch. The price range is hard to describe but basically around 80 for a james perse tee to 2000 for a maxmara coat.
In this era of a changing retail climate, how does Tango combat declining business?
Our main source of maintaining a successful business has been creating a very strong and trusting relationship with our clients. We have been able to be successful year after year by keeping our clients happy. We provide a consistent editorial and keep classic looks, while mixing in exciting new brands. We are also highly focused on the service and experience you have when you’re in our store.
Do you think a digital presence is still important today in the retail world?
Tango has always just grown organically by making our customers happy and focusing on the right buy. It’s exciting to reach a broader audience digitally. And no matter how fast we grow, we will always focus on giving our customers a unique experience. We think that the additional presence will help with that too.
What are some ways you see retail making a comeback?
People will always want to look good. Beyond that many women still enjoy the shopping experience. As long as we can help them with their look while creating a fun experience, we will be ok.
What are some ways Tango's personalized shopping experience can help build out your brand?
Our first priority has always been to give our clients the best service that we possibly can. This has made our shop a popular destination for women seeking a highly curated experience who enjoy having a wide selection of brands at their fingertips. I also have locals who shop on a daily basis, women who move from out of the state or country, and even a family tradition. We will always continue to strive to bring the best service possible to our clients, from going the extra mile by special ordering a specific color in a Cosabella bra, the correct size in a Robert Clergerie mule or the perfect color in a Missoni dress. It is always our intent to make every woman’s shopping experience a pleasant and stress free one while buying the best pieces from each designer’s collections.
Photos: Tango