NEW YORK — Accustomed to barraging customers with ads and commercials, a few athletic labels are toning down the feverish pitch to try their hand at viral marketing.
The concept of creating a buzz by word-of-mouth instead of blatant branding is not revolutionary, but it is new territory for some. Last month, Reebok announced its plans to roll out Rbk by Diane Von Furstenberg, a collection the designer developed for tennis star Venus Williams, without any Madison Avenue fanfare. Aside from creating a special label, the company has no plans to plug the new collection in a typical multimillion dollar campaign this summer.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)