# Supermarket Aisles as Catwalks The SPRMRKT Guerrilla Fashion Show By Cowbag | Published 2008-09-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/supermarket-guerilla-catwalks-ambush-fashion-week-style References: [guerrilla-innovation](http://www.guerrilla-innovation.com/archives/2008/09/000676.php) & [sprmrkt.nl](http://www.sprmrkt.nl/) This was a guerilla campaign run by Cayenne Communications for fashion concept store SPRMRKT. A takeover of the Albert Heijn supermarket chain was staged in the form of an impromptu fashion show--a perfect concept for SPRMRKT's punk fashion. Shoppers were not warned, and on the video you can see some really surprised faces. Models marched about the aisles--no doubt alarming strangers as they shopped for their toilet paper and cheese. **Implications** - Modern consumers require more of a shock value to keep them interested. Products that feature an unconventional element are appealing to those who desire entertainment regardless of what they're doing. In order to stay on the cutting edge, companies could focus on integrating the most innovative aspects into their items. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 31% | Activity: 90% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Guerrilla Fashion Shows:** The concept of impromptu fashion shows in unexpected locations could attract attention and bring in new customers. - **Unconventional Product Features:** Incorporating unconventional elements into products could appeal to consumers who desire entertainment in their shopping experiences. - **Surprise Marketing Tactics:** Using surprise tactics like impromptu fashion shows could generate buzz and interest from consumers. ### Who This Affects Most - **Fashion Retail:** Fashion retailers could use guerrilla fashion shows to showcase their products in unique and unexpected ways. - **Supermarket Retail:** Supermarkets could capitalize on surprise marketing tactics like impromptu fashion shows to draw attention to their stores and products. - **Marketing and Advertising:** Marketing and advertising agencies could develop unique and unconventional marketing strategies, like the guerrilla fashion show, to help their clients stand out in a crowded market. ## Related on Trend Hunter - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Gamified Grocery Activations](https://www.trendhunter.com/trends/asda-checkout-challenge.md) - [Grocer-Inspired Installations](https://www.trendhunter.com/trends/mini-market-popup.md) - [Surrealist Pop-Up Installations](https://www.trendhunter.com/trends/surrealist-popup.md) - [Hypermarket Sleepover Experiences](https://www.trendhunter.com/trends/carrenight.md) - [Urban Egg Installations](https://www.trendhunter.com/trends/humansized-egg-installation.md) - [Interactive Fashion Horror Games](https://www.trendhunter.com/trends/the-room-by-gentle-monster.md)