DFO, Australia's leading outlet shopping destination, has launched a new brand platform, 'Those In The Know, DFO' and campaign, a collaboration with Taboo.

The latest campaign aims to future-proof DFO's position as the ultimate destination for affordable premium and fashionable retail experiences.

It's based on the idea outlet shopping is a talent and a skill, and DFO celebrates those 'know-mads' who get it. The campaign will be brought to life through film, OOH, radio, digital and in-store platforms, with a series of experiential activations set to roll out throughout the year.

"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," said Head of Brand, Marketing & Experience – DFO at Vicinity Centres, Martine Criswick. "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 is a nod to the idea that visiting a DFO is a conscious act, said Taboo’s General Manager, Kate Prowse.

"Going to a DFO is a conscious act – you don’t just stumble across one. So, we wanted to turn this act into a verb that represented the talent of being a smart, savvy shopper. 'To DFO' is a skill, an act of seeing through inflated prices, having an eye for value, and enjoying the thrill of a great find. Through this strong platform we’ll spotlight and celebrate those who DFO and invite everyone in fun and playful ways," she explained.

Taboo Design Director, Dane Falkström, expressed his excitement about the opportunity to evolve the DFO brand.

"DFO is synonymous with low prices, but there’s a big job in going beyond that to create emotional value and making people feel proud to be a DFO shopper. We believe the 'Those in the Know' platform is the perfect way to reward savvy shoppers and create a sense of community, both of which are important right now," he said.

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.

DFO is Australia's premier outlet shopping destination, offering a diverse selection of local and international brands at affordable prices.