DFO a win­dow into Polo strat­egy

Western Suburbs Weekly - - Fashion - With Belinda Cipri­ano

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.

Www.com­mu­ni­typix.com.au d487350

The Ralph Lau­ren store at the new DFO. Pic­ture: David Baylis

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