In response to the growing trend for face-to-face discounted retail, DFO, Vicinity Centres’ premium retail factory outlet shopping centres, has launched a new brand creative named ‘Those In The Know DFO’.

DFO’s latest creative refresh is centered around the proposition that its national portfolio of outlet centres are more than premium brands at the best prices; they are playful havens of discovery where your dollar goes further.

The shift comes off the back of strong national and international tenant demand across DFO’s retail centres, with 15% growth in premium brands, including the recent additions of international luxury retailers at DFO Homebush such as Jimmy Choo and Versace joining Burberry, Bally, Ferragamo, Ermenegildo Zegna, Mulberry and more. This further backs the strength of DFO’s proposition of offering premium Australian and international brands at up to 70% off retail prices.

The brand refresh is based on the idea that discount shopping is a talent and a skill, and DFO celebrates those ‘insiders’ who get it. Central to the campaign is the notion of ‘Paying full price. NEVER, Shopping around. CLEVER’, giving credit to those that ‘DFO’. (note, it’s now a verb, not a noun).

More than ever, shoppers are seeking out smarter ways to shop luxury and premium goods at heavily discounted rates.

Martine Criswick, Head of Brand, Marketing and Experience – DFO, at Vicinity Centres said: ““With strong footfall rates across our DFO portfolio, this evolution of the DFO brand direction elevates the retail in-centre experience for the next generation of shopper. We are excited to provide a playful haven of experience that makes 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 19 February across DFO and Vicinity Channels including On Demand, Facebook and Instagram, along with nation-wide OOH placements and radio. Expect an immersive shopping environment at DFO locations with digital billboards, window decals, posters, floor decals, and more.

With the rise of online shopping, DFO provides an IRL (in real-life) integrated offering of a range of homewares, fashion, sporting goods in a modern retail environment The retail offering includes more than 300 brands across sport and fitness apparel, mens and womens fashion and homewares. International brands include Armani, Boss, Coach, Kate Spade, Polo Ralph Lauren and Lacoste along with leading Australian brands such as Country Road, Marcs, R.M. Williams, Rip Curl, Oroton and Sass and Bide. While sporting apparel also features heavily with brands from Nike, Adidas, Asics and Puma to Adventure Megastore and Kathmandu. Homewares include LeCreuset, House, Snooze, Koala Living and JB Hi-Fi Home.