Mercedes moves in on the fashion world
If you’re not a fashionista — the term used to define a woman with a predilection for shopping and a natural flair for following fashionable trends – tomorrow means nothing to you. Fashion Week in New York is thus just another Big Apple trade event.
But if you are fashion-focused, (some say obsessed), today marks the opening of (drum roll please) Mercedes-Benz New York Fashion Week for Fall 2009. And this is anything but just another tradeshow event for New York City and the glamorous of the world.
This is a veritable tidal wave – some call it a sideshow – of fashions headed for department and specialty stores from a list of 76+ top designers showing their wares to buyers, merchandisers, rock stars, jocks, writers, journalists, photographers, paparazzi and potential luxury customers. Think non-stop auto reveals for one full week, not just a couple of days, with breathtaking models strutting down runways in expensive new fashions.
But why is Mercedes the title sponsor of this fashion event? It’s a question I asked Steve Cannon, Mercedes vice president of marketing during the Detroit Auto Show. His answer was succinct, “Because it is a wonderful stage for our cars and we do sell them as a direct result of our sponsorship.”
When pushed for ROI information, Cannon said, “Last year we sold 5,000 Mercedes-Benz vehicles to women that were directly attributable of our involvement and sponsorship of NY Fashion Week.”
It’s no wonder the brand renewed its sponsorship, in fact Mercedes has extended its involvement to include sponsorship of Fashion Weeks in New York, Los Angeles, Miami and Berlin.
The Mercedes-Benz Presents program supports the fashion community by featuring a different designer each season who “demonstrates unparalleled talent, pace-setting style and the highest quality craftsmanship” and is chosen to be the Mercedes-Benz Presents Designer.
This year the designer was Yigal Azrouël, whose designs have been worn by celebrities including Natalie Portman, Anne Hathaway and Jessica Alba and can be found in exclusive retailers nationwide — and in his own flagship boutique in New York City’s Meatpacking District.
During the week-long event, the Mercedes-Benz name, as the title sponsor, will be featured on signs, banners, displays and at the event’s site in Bryant Park as well as countless thousands of articles, photographs, sound-bites, television clips and newscasts from what is the most important fashion event for Fall 2009.
In addition to a celebrity, invitation only, lounge, Mercedes will have a number of vehicles on display. Last year’s show featured the Benz models from the movie Sex and the City. And the automaker is hoping that they’ll get as much attention as the gowns, slacks and other fashions of Fashion Week.