Steve Yalof President and CEO at Tanger on Experience, Expansion, and Evolution of Retail and Tanger's Role

Christine Russo, creator of What Just Happened, sits with Tanger CEO Steve Yalof. In this wide-ranging conversation, Russo and Yalof discuss Tanger’s accelerated back-to-school timeline, the company’s expansion into full-price, and the critical role of experience in modern retail. Yalof shares that community is a major contributor in all of their strategies. They discuss how knowing the customer, having a digital-physical service, and hands-on leadership approach are driving both traffic and long-term growth. The episode offers a candid look at how Tanger is evolving beyond outlets—and why Yalof believes retail is no longer just about real estate, but about relevance and experience.Covered in the discussion:Back-to-School Strategy to Support CustomersTanger is advancing its back-to-school promotions to June, responding to macroeconomic uncertainty and possible tariff disruptions. By partnering with brands like J.Crew, Adidas, and Crocs, Tanger aims to meet early consumer demand for both value and availability.The holiday selling season has crept earlier, with consumer behavior now shaped by early access and urgency. Tanger capitalized on this trend with successful campaigns like 'Black Friday Every Day' to extend the sales cycle and increase frequency of visits.Tanger emphasizes the social and communal aspects of physical retail, offering more than transactional value. The company curates experiences that encourage family and group engagement, reinforcing loyalty through shared shopping moments.Physical Retail and Digital EngagementDigitally native brands are finding enhanced performance through physical retail footprints. Tanger leverages this omnichannel dynamic to deepen customer engagement and create reciprocal value between online and offline channels.Full-Price PivotTanger is diversifying into full-price with a 'town center' feel and format as outlet acquisition opportunities become scarce. This strategic pivot aligns with consumer demand for mixed-use destinations that integrate retail, dining, and services in open-air environments.Retail Experience PhilosophyTanger positions itself as an experience company, prioritizing ambiance, service, and personalization as opposed to strictly conventional real estate metrics. Its vision emphasizes curated environments that attract and retain customers through emotional and practical value.