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:
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