Tagi, the designer lifestyle brand, has captured the hearts of many with its unique and imaginative designs. Celebrating its 5th anniversary, Tagi has opened a new store in Aranya, where it had successful pop-ups twice last year. Despite being seen as overpriced by outsiders, Tagi offers an emotional value, often referred to as the “dopamine tax” by its loyal followers.
Tagi’s Latest Store in Aranya
Earlier this month, Tagi opened its fourth permanent Tagi House store in the small seaside town of Aranya, Hebei. This follows their previous locations in Shanghai, Beijing, and Chengdu. The latest store, reflecting the spring drop “Ocean Sailing,” features nautically themed decor with porthole-shaped windows, shellfish and starfish-inspired installations outside, and cabin-style furnishings inside.
The Brand’s Physical Image
Founded in 2019, Tagi is known for its playful and imaginative design. The brand’s full name, “Timely access of gripping imagination,” embodies its creative spirit. Tagi’s physical stores are characterized by a simple and minimal layout, which contrasts with the colorful and playful design of its homeware and fashion items. This distinctive style is a key part of the brand’s appeal.
Pop-Ups and Creative Campaigns
Coinciding with its 5th anniversary, the new Aranya store is not Tagi’s first venture into this Northern seaside town. In May and December 2023, Tagi’s mobile Tagi House pop-up project brought creative, time-limited stores and vibrant check-in hotspots to Aranya. The May edition celebrated Tagi’s 4th birthday with a cake-shaped building on the shore. In December, Tagi’s Christmas campaign featured pop-ups with amusement park motifs across three stops in China: an Apple Cake House in Wuhan, a giant Apple Gift House in Aranya, and a Clock Slide House in Chongqing.
Attracting Attention and Collaborators
Tagi’s stores and pop-ups catch the eyes of netizens and residents alike. The brand has garnered a significant following on social media, with 145,700 followers on the lifestyle platform Xiaohongshu (RED) and 59,000 followers on Weibo, China’s Twitter equivalent. This large following is notable for a niche brand like Tagi and highlights its strong appeal.
Price vs. Emotional Value
While Tagi’s products are beloved by its followers, many outside the fan circle find the brand overpriced. For instance, Tagi’s bestseller on Tmall, the vacuum water bottle with a straw, retails for 229 RMB (31.51 USD), whereas similar products from competitors like Lock & Lock and MINISO cost significantly less. Despite this price discrepancy, Tagi’s GMV on Taobao and Tmall grew nearly threefold in 2023.
The Concept of “Dopamine Tax”
Many followers are aware of the price difference and gladly pay what they call the “dopamine tax.” This term refers to the added joy that comes from buying, owning, and using Tagi’s designer items. For many, the emotional value and pleasure derived from these products outweigh the cost.
Unique Design and Community Building
Tagi’s consistently creative and unique designs set the brand apart. The brand brings a toy-like joyfulness to everyday practical items through its colorful and whimsical designs. This approach, combined with minimal but warmly welcoming stores and highly engaging social media, creates a vivid and approachable brand image.
The Role of Social Media
Tagi effectively uses social media to build a strong sense of community among its followers. Through strategic “seeding” and engaging content, the brand maintains a lively presence online. This online engagement is complemented by a robust physical presence through its shops and pop-ups, further reinforcing the brand’s emotional appeal.
Emotional Value and Brand Loyalty
In today’s market, emotional value, pleasant design, and community building play crucial roles in brand loyalty. Tagi’s approach resonates strongly with its primarily female customer base, offering a message of playful happiness. The joy of buying, looking at, and using Tagi’s items creates a powerful connection with its audience.
The Future of Tagi
As Tagi continues to expand and innovate, it will be interesting to see how the brand evolves. Its strong emotional value, creative designs, and effective community building have established a loyal following that sets it apart from competitors. The brand’s ability to maintain this connection with its customers will be key to its future success.
Tagi’s success story highlights the power of emotional value in consumer behavior. By offering unique designs and fostering a strong community, Tagi has created a brand that resonates deeply with its followers. As the brand continues to grow, its commitment to creativity and emotional connection will undoubtedly keep its loyal fans coming back for more.
