Premium fashion identity for new outlet shopping destination.
Danica and Deas wanted to establish the first Danish designer outlet and under the name Copenhagen Designer Outlet, a new retail destination was to be created in Taastrup. The target group met the idea with skepticism. Not only did research show, that the word “outlet” sounded unfashionable and outdated to the ears of the modern shopper, but the destination was also far from synonymous with fashion. Furthermore, the location of the outlet was perceived more distant than it is in reality. The solution became a strong promise of Cutting Prices, wrapped in an edgy, luxurious and incontestable fashion identity. The new brand name, Copenhagen Designer Outlet (CDO), and logo were made cornerstone in a strategic communication that left the shoppers not wanting to miss out.