In a recent post, Internet Marketing Tips stated there are four different types of viral marketing (pass-along, incentivised viral, undercover marketing, and buzz marketing/ edgy gossip) as well as four different ways that viral messages can be spread (e-mail, instant messaging, Web sites, and word-of-mouth). The four ways that viral messages can be spread are pretty self-explanatory and I am sure you are familiar with the four different types of viral marketing, but to make you aware of how often these types of viral marketing occur in your everyday lives, I have included some fashion-specific examples to explain them.

An example of pass-along viral marketing is Nordstrom’s “Share with a friend” button. With the click of a button I can send an e-mail to my friends and family about the new DVF dress that I want, providing marketing for both Nordstrom and the DVF dress.

An example of incentivised viral marketing is Gilt Groupe’s “Invite friends, get $25″ button. For each friend I invite to join Gilt Groupe, the company rewards me for marketing their company by crediting my account with $25 after my friends’ first purchase.

An example of undercover marketing is Diesel’s “15 MB of Fame with Diesel” campaign, in which Diesel hired two gorgeous and crazy girls, the Heidies, to act like they hijacked Diesel.com. By making the hijacking seem spontaneous and unintentional on Diesel’s part, the campaign created a buzz through word-of-mouth.

http://www.farfarshowroom.com/diesel/casestudy/

An example of buzz marketing/edgy gossip is the huge controversy that was created when Sarah Jessica Parker learned that the strapless Nina Ricci gown designed by Olivier Theyskens that she wore to the New York premiere of “Sex & The City” had been previously worn by socialite Lauren (Davis) Santo Domingo and Lindsay Lohan. Needless to say, SJP was not happy and felt betrayed by the designer who assured her the dress had never been worn BUT the controversy did generate a lot of buzz about the dress, Nina Ricci, and Olivier Theyskens.

http://evilbeetgossip.film.com/wp-content/uploads/2008/06/sjp_dress.jpg

Can you think of any other examples of how the different types of viral marketing are used in the fashion world?