@less
@Less — From Factory Outlet to Fashion Destination
Despite its scale and product offering, Atlas Factory Outlet struggled with perception. The name positioned the business as a place for discounted purchases rather than a fashion brand, creating associations with wholesale shopping and functional value. While the brand attracted price-conscious customers, it struggled to connect with younger audiences and found it difficult to gain traction in more aspirational product segments.
The Brief
The challenge wasn't the product—it was the perception. We recognised that the existing name was limiting how consumers viewed the brand. Instead of reinforcing the factory-outlet narrative, the brand needed a new identity that felt contemporary, fashion-forward, and relevant to a younger generation of shoppers.
The Reframe
We transformed Atlas Factory Outlet into @Less—a name that was simpler, sharper, and more aligned with modern retail culture. The new identity retained the brand's promise of value while introducing a sense of style, confidence, and accessibility. By moving away from the language of outlets and discounts, the brand was able to present itself as a fashion destination rather than simply a place to shop for bargains.
The Strategy
The change created an immediate shift in perception. @Less felt younger, more relevant, and more contemporary from the moment it entered the market. Consumers began to view the brand differently, associating it with fashion and lifestyle rather than wholesale retail. The rebrand elevated the brand's presence, strengthened its appeal among younger shoppers, and created a stronger platform for growth across a wider range of product categories.
The Outcome
The list every brand forgets to write
The name communicates the brand
