Why Do Gold Owners Join Or Withdraw From Fashion Week Fashion Week?

Toronto fashion week fell.

After seeing all the partners such as MasterCard, L'OREAL and so on, the sponsor IMG had to cancel all the 2017 spring and summer conferences.

Unwittingly, the sponsors turned into something.

An important defense line.

Even if authority is like New York fashion week, when people hear Mercedes Benz no longer continue to be named, there are three words in the brain: "dumped".

But the problem is that the brands were crushing their heads for sponsoring seats.

They have appeared in sponsorship lists from ice cream, coffee, functional drinks, nail polish, beauty equipment, electronic products, express delivery and hotels.

The Washington Post Fashion Critic RobinGivhan even Tucao has passed the Kohler Limited shop at Lincoln Center in New York fashion week. "Its existence is very puzzling."

If financial institutions are keen on investing in art festivals, car companies can be regarded as the strongest backing for fashion week.

A little bit of attention will find that the sponsor of New York fashion week is Lexus, Cadillac undertakes New York men's clothing week, Audi chooses Singapore Fashion week.

Rolls-Royce, Ford, Chevrolet and Martha Lahti are also busy marketing the world.

Mercedes Benz Fashion Week

"Through sponsoring fashion week, our brand image, reputation and reputation have improved."

MichaelBock, director of Mercedes Benz sports and lifestyle marketing, explains, "as a very critical marketing strategy in the field of lifestyle, it can help us establish links with young women."

In the fashion world, Mercedes Benz has a very high appearance rate. Its first sponsorship goes back to the Australian Fashion Week in 1996.

Mercedes Benz was quickly promoted to be an activist in the world's top fashion activities by virtue of its commercial cooperation with entertainment and sports management giant WME-IMG. The fashion week of Beijing, Berlin, Madrid, Istanbul, Amsterdam and other places all rank the name of the car brand.

The advantages are self-evident: behind the star guests, the backdrop of the sponsor logo is occupying the headlines of the media, and the black "big fashion week" goes on the streets of the city, and runs between the high-end hotels and showrooms.

A more realistic return is product display.

As a sponsor of New York men's wear week, Cadillac has taken the opportunity to promote a CT6 luxury car.

"The rising men's clothing market has brought men's clothing week," said MelodyLee, Cadillac brand marketing director. "We are just in time to catch up with this trend and get close to those who advocate style and design."

Most car brands are willing to believe that their product positioning is very similar to that of the target audience: luxury, design, workmanship, details and high prices.

That's why you turn to page ads in fashion magazines.

Compared with the new fashion week in the past decade, auto companies have more fashionable qualifications and are more willing to bet on new markets.

In 2003, when the Shanghai fashion week was still in its embryonic stage, Audi signed a three year sponsorship contract.

Lv Xiaolei, deputy secretary-general of the organizing committee, said: "on the first week of fashion week, Audi not only provided funds, but also sent 10 cars to serve VIP."

However, there were differences between Audi and Shanghai fashion week in 2006.

"Sponsors hope that Shanghai fashion week will focus on international brands, such as Lanvin, Ferragamo and VivienneWestwood invited in the first season, but we want to promote Chinese designers."

She recalled the difficult years when Audi's sponsorship expired. At that time, China's design force was just beginning, and Wang Yiyang, Zhang Da and others were emerging.

It was not until 2010 that a large number of Chinese fashion designers emerged suddenly, such as Li Hongyan, Zhou Xiangyu, Ji Cheng, Wang Zhi, and so on. Shanghai fashion week returned to life.

Interestingly, the sponsors also wake up.

"The more support, the faster the fashion week grows, and the higher its popularity.

The brand is more willing to provide support after seeing the results.

Lv Xiaolei said.

The Langham London Hotel, which is hundreds of meters apart from Pinghu, has signed a cooperation agreement with Shanghai fashion week since 2013, sponsoring about 50 rooms for the organizing committee each season, and providing press conference venues and closing ceremonies.

The hotel has carried out a detailed analysis and assessment of the Shanghai fashion week of each season.

SvenIsberg, the managing director, hopes to "support the local fashion industry through cooperation, while enabling more young people to know our brand".

After settling the guests and the media, the next thing that needs to be subsidized is makeup.

Like Audi, M.A.C has been involved in the fashion week of Shanghai long before the product has entered the Chinese market. It has been specially sent from New York to the stylist for the opening and closing shows, or "the brand show that matches us".

"But the real sponsorship of the fashion week started in 2015," said Xu Jia, a senior makeup artist in China.

Every year, M.A.C, which sponsors 800 fashion shows around the world, has a clear set of guidelines.

It divides every city fashion week into different echelons according to the development level. The four fashion week is the first. Berlin and Shanghai belong to the second ladder.

The scale, potential and speed of design talents are all considerations.

For the fashion week of Shanghai in April this year, M.A.C approached the designers participating in fashion week two months ago to discuss the makeup of the show.

Due to the need to be responsible for the 52 press conference, the preparation work before the show is rather cumbersome: determine the key points of the makeup, divide the difficulty and list the products, and then make the instruction manual to each makeup artist.

"In those days, we sent 47 make-up artists to complete 6 or 7 games a day."

"The team also includes colleagues from Malaysia, New Zealand and Hongkong," Xu said.

Sometimes, we will make use of the most neat hours of the fashion week to do some internal improvement training.

For brands, this is not a casual "group building". The manpower and material resources behind it are big expenses, especially during the fashionable week of soaring hotel prices.

But the natural relationship between make-up and fashion two industries has led them to take an active part in it. After all, every model on the stage wears more beauty than it can do without makeup.

The most direct advantage of sponsors is the right to use their latest products: from eyebrow pencil, eyebrow powder to eyebrow paste, and the best stage for every renewal is fashion week.

The active dissemination of various media makes the new product effortless to achieve the best publicity effect.

"Fashion week is a very important inspiration for M.A.C."

"Our annual fashion trend identification is based on this," explains Xu.

For example, after the spring and summer fashion week is finished, we will summarize from the background makeup and predict what will happen next.

That's why M.A.C needs to sponsor more than 800 fashion shows around the world, "only in this way can we understand most of the designers' ideas."

The company headquarters set up a department responsible for trend analysis.

They will sort out the elements of spring and summer in February of next year.

After the public relations took over, it began to publicize in April, telling the media and the masses what will be popular in spring and summer.

Fashion week with the dual elements of advertising and research and development is undoubtedly the goal of brand competition.

Apart from M.A.C, Maybelline and L'OREAL are working hard to consolidate their show grounds.

In 2014, M.A.C signed a sponsorship agreement with the American Fashion Designers Association (CFDA) for 1 million years (about 6 million 651 thousand and 800 yuan) for a period of three years. Paris L'OREAL had just established official cooperation with Paris fashion week in February this year; Maybelline has been sponsoring London since 2014; the Milan sponsorship list includes M.A.C and Paris L'OREAL salon exclusive.

Since 2012, Paris L'OREAL salon exclusive and Shanghai fashion week have started cooperation.

In the past 2016 autumn winter Shanghai fashion week, the brand sent 135 professional hairdressers to create nearly T models for nearly 1200 models.

"We see that with the upgrading of fashion week and spectators, Shanghai fashion week has become one of the most influential fashion week in China, and is becoming more and more internationalized, attracting many local and foreign designers to join. It is a very international platform."

L'OREAL salon exclusive China said: "participating in the fashion week in Shanghai can help to expand the influence of Paris L'OREAL salon exclusive brand.

Hairdressers also have the chance to get out of the salon work and come to the backstage of the fashion week, so that they can get in touch with the latest trend and make them more enthusiastic about the industry they work for.

Topshop,

In addition to providing fashion week services, DHL sponsors also act as incubators.

The British NewGen Designer Award, sponsored by Topshop, is one of the most famous trials in the industry. AlexanderMcQueen and Chinese designer Zhang Shan Shan have been winners.

Mercedes Benz's international designers exchange program is committed to bringing the cutting-edge designers to the international market. Chinese young designer Li Xiao was able to take part in this February London Fashion week.

DHL, the logistics giant, was already a member of the fashion industry long before the Vetements logo shirt was launched. The introducer is also WME-IMG.

In 2008, DHL announced the expansion of sponsorship after one year of cooperation with WME-IMG, the sponsor of fashion week in New York.

Up to now, it has provided logistics and pportation to fashion week such as Milan, London and Tokyo.

"A fashion show may be only 17 minutes, but it is very likely that the last piece of clothing or equipment will be delivered to the scene only one minute before the opening."

DHL explains his role in fashion week so as to ensure that logistics is smooth and unimpeded.

In 2014, the logistics company joined the British Fashion Association, the Italy National Fashion Association and the Tokyo Fashion Week Organizing Committee to launch the DHLExportedProgram designers' selection competition, rewarding the funds for making the two season fashion, and entering the international fashion week and the global market.

For designers, sponsors' financial support is the most direct, "Wang Zhi said." but support is closely related to the economic background. "

Born in 1970s, she belonged to the first Chinese designers to enter the international market.

In 2013, her namesake brand UmaWang successfully entered the official schedule of Milan fashion week.

However,

The sluggish sales performance of the industry in recent years has been cracking down on the investment enthusiasm of sponsors.

When "prudence" becomes the top priority, this may explain why Toronto fashion week has been forced to stop for thirteenth years.

Of course, although the fashion week has taken away the old gold master, it has also ushered in.

For example, a wealthy financial airline.

The second largest airline in the United Arab Emirates has recently reached an agreement with WME-IMG that it will contract passengers for 17 fashion week in the future, including New York, London, Milan, Milan, Berlin, Sydney and Mumbai.

"This unique marketing partnership has established links for the international fashion industry in our key markets."

JamesHogan, President and chief executive officer of aerwar aviation, responded.

In May 20th, the first group of passengers flew to Sydney to watch the OscardelaRenta2016 conference.

For most of the sponsors who have long been in the fashion industry, the challenge now is not only to select more potential support partners, but also to respond to changes that have been changed.

In 1943, when the world's first fashion week was born, the original intention of the founder EleanorLambert was to gather media, buyers and designers together at the same time to New York instead of Paris.

But there is no doubt that this model is facing a subversive adjustment.

Burberry, Gucci and other brands announced the merger of men's and women's fashion lines into the same field; TomFord, RebeccaMinkoff and Vetements tried to sell the water from the show, and more brands were willing to leave the show tickets to the public.

Do the sponsors have enough financial backing and courage to follow the "capricious" designers?

M.A.C is the first to show his attitude and sponsor ProenzaSchouler's first overseas preseason show.

For New York based ProenzaSchouler, New York fashion week has always been the launching place of brand double designers JackMcCollough and LazaroHernandez.

In the past 16 seasons, model make-up came from M.A.C.

But this time, they decided to release the latest holiday Series in Paris.

In addition to providing financial assistance, M.A.C, who followed, sent a senior makeup artist, FatimaThomas.

JohnDemsey, President of Estee Lauder group, the parent company of M.A.C, explained: "the influence of the preseason show may not have gone beyond the regular show, but at least no less."

According to his statement: "M.A.C sponsorship expansion strategy is not limited to the American fashion brand, or the advanced customization week. Who knows what the future will become?"

Most sponsors who have been involved in fashion week insist that they will follow the designer's footsteps.

Mercedes Benz is responsible for observing the subtle changes in their fashion industry.

"No matter what changes, Cadillac will be at the front line with its partners."

MelodyLee said.

DHL also said that it will provide fast and accurate response services according to the changes in the fashion industry.