Australian outlet shopping business DFO has launched a new campaign aimed at experiential retail - called ‘Those In The Know DFO’.
The shift comes off the back of a reported 15% growth in premium brands. DFO Homebush recently saw additions such as Jimmy Choo and Versace, joining current outlets such as Burberry, Bally, Ferragamo, Ermenegildo Zegna, and Mulberry.
The business refresh is based on the idea that discount shopping is a skill. This comes as cost-of-living pressures push consumers towards lower-priced items.
“With current footfall rates in our DFO stores higher than ever, this evolution of the DFO brand direction elevates the retail onsite experience for the next generation of shopper,” Vicinity Centres head of brand, marketing and experience at DFO, Martine Criswick said.
“We are tapping into the trend for making the customer’s dollar go further in a challenging economic climate, while giving quality premium products and excess stock a second chance of sale.”
The campaign launched Australia-wide on February 19 across DFO and Vicinity channels, including on-demand, Facebook and Instagram, along with nation-wide out-of-home placements and radio.
There are several DFO centres across Australia. Its South Wharf location in Brisbane recorded the highest moving annual total (MAT) sales for 2023 of $469.1 million.
More than 300 brands across fashion, sporting and homewares form part of the DFO portfolio.