The DOM, a digital retailer challenging the way fashion-forward Australians shop, has launched a multi-channel brand campaign.
In many global markets, outlet shopping has largely shaken off old connotations of stale, unwanted stock.
The DOM is taking Australian shoppers on the same journey; reframing outlet shopping as the best opportunity to secure high-quality, well-priced products - fantastic finds 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 the list continues to grow.
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 outlet in general and specifically The DOM.
The multi-channel campaign launches with creative that showcases the 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 strategic partner, Mirvac.
The DOM’s 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," said Seskin.
“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 to build a creative that takes cues from high fashion shoots, but remains accessible.
The DOM’s campaign will launch in stages through autumn, running until August, and supports the brand’s ongoing expansion following external investment in late 2022.
Credits:
Creative Agency: Willow & Blake
Creative Director: Bianca Georgiou
Production: Culture Machine
Videographer: Alex Quirk
Photographer: Yasmin Suteja
Stylist: Kat Rose
Hair: Kristine Tran
Makeup: Kim Pham
Media Buying: Frontier
Digital Agency: Sparro
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