We featured the Chanel bicycle a few months ago, and it was wildly popular. Now DKNY has plopped several neon orange bicycles around New York City in an stylish guerrilla marketing attempt.
The bikes, which were seen chained to poles around the city, were great attention grabbers with their electric colouring. In addition to scattering them around around town, bike maps were given out at DKNY's Madison Ave and SoHo stores. Each BMX was coated entirely with the vibrant paint with the only contrast being the black DKNY.COM labeling printed on the bar connecting the handle bars and seat.
To follow up on a past feature, the $12,000 Chanel bicycle which was picked up by Courtney Cox for her friend Jennifer Aniston. "Jennifer said she wanted to start bike riding because it's such good exercise. So Courteney sent her the new, ultra-chic Chanel bicycle," a source told SFGate.
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Guerrilla Fashion Marketing
DKNY Neon Bikes Around NYC
Trend Themes
1. Guerrilla Marketing - The use of neon bikes in DKNY's marketing campaign showcases the effectiveness of unconventional and attention-grabbing techniques.
2. Branded Bicycles - The popularity of both the Chanel and DKNY bicycles highlights the potential for fashion brands to tap into the bike market as a way to promote their brand image.
3. Alternative Transportation - The placement of neon bikes around NYC not only serves as a marketing tool but also promotes eco-friendly and active transportation options.
Industry Implications
1. Fashion - Fashion brands can explore innovative marketing tactics, like using branded bikes, to engage with consumers in unique and memorable ways.
2. Marketing and Advertising - The success of the guerrilla marketing campaigns by DKNY and Chanel demonstrates the potential for disruptive and attention-grabbing strategies in the industry.
3. Transportation - The popularity of neon bikes as a marketing tool opens up opportunities for collaborations between fashion brands and bike-sharing initiatives to promote sustainable and fashionable urban transportation options.