Digital retailer, The DOM has kicked off a new multi-channel brand campaign, encouraging more shoppers to consider outlets.
The DOM is reframing outlet shopping as the best opportunity to secure high-quality, well-priced products that represent a shift away from fast fashion.
The DOM offers a curated digital platform for fashion and homeware brands to connect with consumers, with brands managing and fulfilling orders directly. International and local brands already partnered with The DOM include Jac + Jack, St. Agni, Jo Mercer, Lee Mathews, adidas, Champion, Gigi & Tom, and more.
The new campaign is brought to life with the brand’s proposition at its core: The Insider Outlet. In framing outlet shopping as a ‘best kept secret’, the campaign aims to drive consumer curiosity and reconsideration of outlets in general and specifically The DOM.
The multi-channel campaign launches with new creative that showcases the premium nature of the overall concept and brands involved. It includes a national digital campaign with a focused OOH buy in Victoria plus retail centre activity with partner, Mirvac.
The DOM co-founder and CEO, Justin Seskin said, “The DOM is determined to change the way Australians think about outlet shopping. Big brands, stylish and well-made apparel and homeware don’t have to be expensive; past season doesn’t mean unfashionable; overstock needn’t pile up in end-of-season sales.
“Our new campaign deliberately dials up premiumisation to tackle these mistaken beliefs, inspire reassessment and ultimately spark joy when shoppers find something they love, at a better price.”
Creative Director Bianca Georgiou from Willow & Blake worked with photographer Yasmin Suteja and stylist Kat Rose of Rose Pure.
The DOM campaign will run until August and supports the brand’s ongoing expansion following external investment in late 2022.