A new e-tailer stocking threads from all our favourite brands for up to 70 per cent off has launched in Australia. Designed for Gen Z and Millennials (though, given the fab clothes on offer, likely set to be used by all generations!), The DOM is calling itself Australia’s first digital outlet mall.
Already stocking mens’ and womens’ brands including Seafolly, Superga, Manning Cartell, The Upside, Lee Mathews, Matin, alice McCALL and St. Agni, it’ll soon add BY JOHNNY and Dion Lee to its 150+ brand mix. And while its offering is now across four ‘precincts’ — designer, fashion, streetwear and activewear — it also has plans to expand into luxury, home, kids and outdoor.
“The DOM is the modern voice of outlet shopping,” says co-founder Justin Seskin. “Up until now, ‘outlet’ has been a dirty, inconvenient and uninspiring. We believe in creating a positive experience for brands to build their relationship with the customer.”
Brogan Ruytenberg, Senior Ecommerce and Digital Marketing Manager of Lee Mathews, calls the site a brilliant concept. “The DOM has met the growing needs of both the brand and consumer in the one place: a platform for off-price product that doesn’t feel like you’re shopping outlet, which allows the brand to shift their focus back to their full price offering,” she says.
So, what should you be buying from The DOM? As an avid outlet mall shopper, not to mention someone big on sustainability, I’d recommend taking advantage of the designer wear, as it’ll be the most heavily discounted and best value, and searching for pieces made from quality materials that you can wear time and time again.
While I do love a good trend, in a bid to cut my fashion footprint, I’ve been making an effort to buy more classic styles in neutral colours, and really think about how often I think I’ll wear something. So, with that ethos in mind, here are five pieces I’m currently eyeing right now on The DOM.
