In September 2013, DFS Group firstly introduced the new brand identity “T Galleria” (see picture 2.1) to travelers in DFS Honolulu, the first downtown store of DFS. The new identity will be rolled out globally to all DFS stores within eighteen months (DFS Group, 2013). Philippe Schaus, the Chairman and Chief Executive Officer of DFS said (2013), “The new T Galleria logo is simple, accessible and pronounceable to all. These stores not only offer the ultimate assortment of luxury products but also deliver seamless shopping environments that travelers associate with their destinations” (DFS Group, 2013). He also indicated that travel retail has already become to one of the most important sectors in luxury retail and he wanted that travelers could see DFS T Galleria wherever they were travelling.
The introducing of the new brand identity of DFS Group represented though DFS Group has been at the forefront of travel retails, DFS Group still keep explored the innovation inside the company and seized the opportunity to improve its position in travel retail marketing. Besides that, the setting of new brand identity implied “DFS was poised to capitalize on new opportunities and remains the industry pioneer in luxury travel retail” (Robert Miller, 2013).