Fashion brands are perfect candidates for what marketers call "a brand hi-jack". Consider brands and companies, not just in the fashion world, that appear in consumers' consciousnesses, seemingly over night. Brands such as Red Bull and the movie "The Blair Witch Project" are perfect examples of how companies are adopted by a group or demographic and then propelled to massive exposure seemingly with very little or no advertising. This type of marketing is hugely relevant to the fashion industry. Seeing as clothes are statement, an association or uniform for a group then a fashion brand is a prime candidate to be adopted by a group or section of society and so propelled to an iconic status.

The benefits of such a brand "hijack" include generating customers that are loyal and passionate about your brand as well as developing an organic credibility which will boost your popularity. In such cases the mass market are the consumers who may not necessarily have been part of the group or demographic that hi-jacked the brand initially but may wish to be associated with the brand due to its' "cool status".