I love fashion and everything related to it for the obvious reason which is why this story caught my eye.
Yesterday during Fashion Week in Amsterdam the big buzz was about a new designer who went solely by the name of “Frank.” A new luxury brand. Everyone was anxious to see the designer's first collection. Some people heard it was a mix between ready to wear and haute couture, others didn’t have a clue.
At one point during the runway show the lights went off. When the lights returned a model was seen wearing an elegant one shoulder gown with 2 stickers that had the word “ZEEMAN” slapped on the bottom part of the dress. The word also appeared in big, blue lettering on a yellow backdrop shocking everyone. Why?
“Frank” turned out to be from Zeeman Clothing Company, a popular and affordable retailer operating since 1967 with over 1,200 stores in the Netherlands, Belgium, Luxembourg, Germany and France.
So what was the point of this sneaky stunt? It all has to do with the Zeeman philosophy:
“Good clothing and textiles don’t have to be expensive. Good quality for the lowest price.”
The people from ZEEMAN kept everything a secret, only *five people from the company knew they were going to hold a show. The entire guerrilla op stunt can be seen in the short 4 minute video below.
*You're able to see their joyous reaction at 3:02.