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Guerrilla Marketing In The Fashion Industry

What is Guerrilla Marketing?

Guerrilla Marketing is an advertisement strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

What does Guerrilla Marketing do?

It takes the consumer by surprise. The strategy is about making an impression and creates copious amounts of social buzz.

Examples of Guerrilla Marketing:

Guerrilla Marketing is frequently used in the fashion industry as it can be controversial or generate a large amount of attention in such a short space of time. Several years ago, DKNY scattered vibrant coloured bikes around NYC. The DKNY logo contrasted with the electric shades of the multi-coloured bicycles. The simple idea was a stylish marketing strategy.

photo: dezeen.com

Comme des Garçons likes to use pop-up stores as part of their guerrilla marketing strategy, locations range from car parks to shipping containers. The brand prefers to use the term 'now you see it, now you don't' instead of calling them pop-up stores. In the photo above, the now you see it, now you don't store appeared in an industrial building at Basel, Switzerland.

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