Agapi Improchori

An exploration & analysis of guerilla marketing techniques in fashion Agapi Improchori

Surrounded by advertising on a daily basis, consumers are no longer so receptive to its messages; this has led to a change in the nature of advertising techniques. In a fast and continuously changing environment such as the fashion industry, advertisers are forced to come up with new and exciting approaches to make their message stand out. One of the new and innovative ways of doing this is: guerrilla marketing tactics, which allow consumers to interact more with the brand. Guerilla as a philosophy includes whichever unidentified work is found set up or affixed in public areas and has as the ultimate purpose to influence the surrounding environment in an artistic manner.