The annual traffic of counterfeit goods is worth $461 billion. What can fashion brand do to turn this business threat into a business opportunity?
We created DIESEL’s knock-off brand: DEISEL. To launch it we opened an authentic knock-off store in New York City’s counterfeit district. Unsuspecting shoppers got real DIESEL pieces for knock-off prices. During NY Fashion Week, we let the secret out: the store sold out in 24h. We then launched DEISEL online for the world.
Within one week, DEISEL generated 55 million social impressions and 400 million global media impressions. It appeared in hundreds of major publications worldwide.