DFO a window into Polo strategy
IT was pandemonium as hundreds of shoppers waited first thing on Wednesday morning to get a first look inside Perth’s new DFO.
A Welcome to Country, speeches, ribbon-cutting ceremony and gourmet breakfast were all part of the VIP celebrations before the doors opened to the public at 10am.
Polo Ralph Lauren creative director David Wenckowski, who designed the window displays for the US designer label, said it was the first time the brand had come up with concepts that included a look at the label’s children’s wear.
“It’s the first time we’ve done windows like this and it’ll be rolled out now across all our stores in the Asian Pacific,” he said.
Perth MLA John Carey, who officially raised a bouquet of flowers to open the shopping outlet, said Perth was a city on the move, with the launch of Yagan Square, changes to liquor laws, and new projects including the WA Museum and Metronet, all set to transform the city.
“I am excited about the opening today of this major development,” he said.
“If we want these kind of ventures to work in Perth, don’t just turn up once, keep coming back and tell your friends.”
Joining Polo Ralph Lauren at DFO Perth are international retailers including Tommy Hilfiger, Coach and Calvin Klein and national brands Mimco, Decjuba and MJ Bale.
The direct factory outlet has more than 100 specialty retailers at its home on Dunreath Drive near Perth Airport.
The Ralph Lauren store at the new DFO. Picture: David Baylis