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Daily Dutch News in English

Guerrilla Marketing takes Amsterdam Fashion Week by surprise

A guerrilla marketing stunt by the Dutch fashion discounter Zeeman surprised fashion people at the Amsterdam International Fashion Week.

Fashion discounter Zeeman had secretly signed up for a show with the new luxury brand “FRANK at the Amsterdam International Fashion Week. The clothes came through the strict selection and nobody knew that Zeeman was behind this brand.

Everyone at the Amsterdam Fashion Week was anxious to see the very first collection of this ‘new fashion label’ named Frank.

As the first looks came up on the runway we saw some very wearable designs. The last look of the collection was a bridal gown with the name Frank on it.

After that blue and yellow lights were projected on to the backdrop. Some items were highlighted with texts like “Now low priced” and when the letters ZEEMAN appeared everyone reacted very surprised, according to Team Peter Stigter

Frank was actually ZEEMAN and nobody knew. The people from ZEEMAN kept everything a secret, only five people of the organization knew they were going to hold a show. What a surprise and what a guerrilla move! ZEEMAN rocks Amsterdam Fashion Week!