Sunday, July 17, 2011

The Zeeman Philosophy

Cocaine Princess here.

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.

Cocaine Princess


Red Shoes said...

Whenever I watch something like this, I always end up wishing I could speak another language... it makes me feel so inadequate... blah...

How Great that they (Frank) were able to hide their identity until that point of the show!!

I wonder if Red Converse Chuck Taylor High Top tennis shoes qualify as haute couture...

I doubt it... :o)


Cocaine Princess said...

Red Shoes at 6:41,

Hmm, not considered haute couture but Chuck Taylor is still a very popular and cool brand.

Anonymous said...

the look on their faces backstage-- @2:56 is hilarious

Cocaine Princess said...

Anonymous at 10;32,
I agree. It's pretty funny.

KrippledWarrior said...

Those Dutch are frigging brilliant.

Elise said...

Fantastic Stunt! i love it when a campaign is executed with an idea completely outside the box.

How exciting for the handful of people that knew! xx

Slyde said...

my neice is a personal assistant for a hot fashion designer in NYC. I'm sure you'd know the name, but i keep forgetting it.

My neice thinks shes certifiably crazy...

Cocaine Princess said...

Slyde at 11:15,
Most designers are borderline crazy.