Viral best practice: Other brands can and will capitalize on your success

Brands around the world capitalized on the craze and amplified the popularity of “The Dress.” Dunkin’ Donuts, Legos, and Tide were just a few of the brands that came out with clever dress-themed ads of their own.

A few months later, Christodoulou said his company “won the social media lottery. We’ve had a brilliant year … Hopefully our spring/summer 2016 range will be well-received.”

While the line might not have sparked the global frenzy the original $74 dress had, Roman Originals showed the marketing world that virality can happen to anyone. And retailers everywhere showed that jumping on trending topics can do as much for you as it does for the company that originated the trend.