Luxury brands. It is all in your head!

Luxury brand have an exclusive atmosphere and feeling about them. Counterfeit aside, luxury products are only for the famous.

H&M started a concept years ago, proving that it is not necessary for great looking designer clothing to be expensive. A concept that has turned out an enormous success.

Zeeman (Dutch for: Sailor) is a chain of stores that serves the low end of the market. It’s hard to shop for less. The creative guys and gals at Zeeman wanted to prove a point similar to that of H&M: fashion can also be affordable, if not cheap.

So they launched a “fake” brand called FRANK, during the Amsterdam International Fashion week. An undercover operation, with only 7 people knowing about it. Guerilla marketing at its finest. And the end of the fashion show, the true owner of the brand revealed itself: Zeeman.

Although the video is in Dutch, it is well worth watching:

[youtube]f1lJxbX04lE[/youtube]

 

Erwin Hauër

“Hope is not a strategy.”

LEARN MORE ABOUT ERWIN

DOES YOUR TRADEMARK NEED ATTENTION?

Would you like more information about protecting your trademark?

+31 294 490 900
CONTACT US