Autumn in outlets becomes an ideal time to refresh your wardrobe with tangible discounts. A shopping stroll gains the status of a peaceful autumn outdoor excursion: shopping combines with a walk through a cozy countryside atmosphere. According to Pantone, Fiery Red became one of the leading colors of the autumn season ’23: rich, confident, memorable.

The concept of the autumn campaign in outlets was to emphasize the combination of shopping and outdoor strolling, to highlight autumn through the energy of red, to strengthen the outlets’ brand recognition through associations with brightness, strength, and a sense of connection with visitors (the “red thread” as a symbol of unity in the shopping experience), and to engage the audience through partner promotions and gifts that enhance loyalty.

For autumn, shoppers seek not only favorable prices but also an emotional experience: a moment of personal style that feels like a bold statement and a link to urban space. Red is not just a color; it signals decisiveness, passion, and unity within the campaign. The “red thread” concept emphasizes the connection between the shopper, partner brands, and the meeting place—the outlets—where shopping becomes a social and memorable event.

Autumn. Shopping. Outlet. The red thread tied together all campaign elements: visual identity, partner activities, and emotional response. The main visual emphasis was Fiery Red, standing out against warm autumn tones and the urban context. As part of the campaign activities, partners offered gifts that enhanced the sense of exclusivity: a red-thread pendant for active purchases at a jewelry brand and a free photoshoot in a red lipstick look when collaborating with a cosmetics brand. This approach turned outlet visits into a cohesive, memorable autumn experience and supported the idea of unity around a bright, strong style.