Word of mouth marketing works!
Brand 'Love Jozi' (after the nickname for Johannesburg) created a range of iconic t-shirts with the idea of getting people to think differently about South Africa's ...and to make the range go beyond the minority that shop in designer clothes stores, they created their own cheap Chinese style fakes that they called 'Luv Jozi', the name obviously being a nod to the ridiculous rip-offs you sometimes see along the lines of 'Kelvin Klein' and the like.
They sold the cheap stuff at flea markets and 'robots' (traffic light junctions) - at a third of the price of the original stuff - and built a fake website. Love Jozi designer Bradley Kirshenbaum intends to do exactly that, creating a range of "cheaper and more accessible Love Jozi products."
Amazingly, Love Jozi actually kept up the sideline business in cheap rip-offs for two years.
Website:http://www.lovejozi.co.za
Blog: http://www.thelovejoziblog.co.za/
Case study vedio:
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