nYC Fall/WinteR | 2012
FRUKT showcases The veRy besT bRand alignmenTs FRom meRcedes-benz
Fashion weeK and oUTlines how Fashion can deliveR enTeRTainmenT valUe
FoR yoUR bRand beyond The caTwalK
nyc Fall winTeR | 2012
BeYond the CatWalk
BuildiNg aN ENTERTaiNmENT STRaTEgy aRouNd faShioN
With designers, fashionistas, celebrities and bloggers descending en
masse on Fashion Week in NYC, all eager to uncover the season’s
must have colours and trends, non-fashion brands were out in force
in a bid to bring fashion consumers closer to the action.
> faShioN iS aBouT moRE ThaN cloThES covering up. Fashion is about expressing what’s inside. “What
you wear is how you present yourself to the world, especially
As the world’s super models prepare to strut the runway and the
today, when human contacts are so quick,” quipped bastion of
cream of fashion’s elite take their front row seats in the highly
style Miuccia Prada last year - “Fashion is instant language”.
coveted ‘Section A’ across New York, London, Milan and Paris
this February - for what has become the Oscars of the apparel Fashion is ultimately a conversation, and harnessing its ability
industry - the rest of the fashion conscious world is watching on to be ‘instant language’ is of critical value to brands
with baited breath. in a new social media led world. Fashion is a spectacle.
An evocative, emotional roller coaster of desire, passion
The global fashion business, which generates over a trillion
and aspiration – with gossip and being ‘in the know’ often
dollars a year, is the catalyst to a vast swathe of cultural
vastly more important than the height of
trends, turning haute couture into high street essentials in an
hemlines in a particular season.
increasingly shrinking time frame thanks to the rise of ‘fast
fashion’. One way or another, Fashion Week will be instrumental There has been a seismic shift in the way people shop for
in determining whether we’ll be wearing Olympian Blue waist- fashion over the last few years. As technology continues to
defining jackets or Tangerine Tango vintage-chic dresses come innovate, and digital and social shopping become the norm,
Fall 2012. brands activating on the fringes of fashion – a sponsorship
here, a designer partnership there – have a real opportunity to
However, fashion itself is about far more than mere clothing.
gain a pivotal role at the beating heart of the fashion ecosystem.
Clothing is functional. Fashion is emotional. Clothing is about
nyc Fall winTeR | 2012
> TailoR madE coNTENT
It’s worth noting that striking an alignment with fashion is not all about
brand perception; a credible fashion association also offers a real
return on investment. A recent study highlighted that people who view
themselves as ‘Fashion Forward’ (actively seeking the latest trends
EcoNomic BENEfiT To Nyc duRiNg
and styles) are twice as likely as other consumers to spend more on a faShioN WEEk (1)
wide range of additional consumer products. Therefore, striking a more
personable relationship with fashion’s most avid fans is not only good
for brand awareness; it can also directly affect your bottom line.
All well and good, but the big question is what do today’s fashion
forward consumers actually want from brands activating in this
emotively charged sector? comBiNEd likES foR ThE ToP 10 faShioN
FRUKT’s ‘New Patrons of Entertainment’ report recently unpacked the BRaNdS oN facEBook (2)
key consumer wants from brands that are in involved in the world of
fashion, and our study suggests that they are crying out for engaging
and interactive content.
‘Priority’ - making people feel special or ‘advantaged’ - scored highly
as a consumer want with regards to fashion, with VIP access to the
iNcREaSEd SPENd oN PREmium luxuRy
luxurious front row lifestyle naturally a strong draw. However, other
faShioN By mEN iN 2011 (3)
elements such as ‘sociability’ (both online and offline) and campaigns
with a strong narrative (the ‘stories’ surrounding fashion) also scored
highly, proving that fashion advocates are eager to be at the heart of the
action - creating, influencing and shaping fashion - as much as wearing
Going forward into 2012, with consumers eager to be brought closer
to the things they are passionate about, fashion needs to be viewed as iNcREaSEd SPENd oN PREmium luxuRy
more than a mere seasonal marketing accessory. faShioN By WomEN iN 2011 (3)
Fashion conscious shoppers are now looking for a deeper connection
with the clothing they covet, and this opens up a wealth of opportunity
for innovative brand collaborations beyond the catwalk. Fashion is more
than a mannequin that a brand can hang its product on. It is a living, 1. Michael Bloomberg, Feb 2012
breathing lifestyle that favours the brave and the bold. And, to quote the 2. Facebook, Feb 2012
novelist William Thackeray, “Bravery never goes out of fashion”. 3. American Express, Global Luxury Fashion Spending Report, 2011
nyc Fall winTeR | 2012
FRom viP aReas high above The caTwalK To designeR PacKaging
and inTeRacTive Taxicabs, bRands have Fashion weeK sewn UP…
meRcedes-benz has sPonsoRed Fashion
weeK FoR well oveR a decade, wiTh The
lUxURy caR bRand cemenTing iTs Role aT The
heaRT oF The yeaR’s mosT PivoTal Fashion
FoRwaRd evenT. The Fall 2012 season
once again sees The bRand inTegRaTing
iTs PRodUcT inTo a vaRieTy oF PaRTneRshiPs,
viP exPeRiences and social iniTiaTives.
Mercedes kick started this year’s event with an invite only ‘Fashion’s
Night In’ event, during which guests participated in a ‘Mercedes-Benz DIY
Style Studio’ creating their own bespoke fashion accessories out of luxury
In addition to displaying two of its latest vehicles in the lobby at Fashion
Week, the auto manufacturer signed up model Lara Stone as the
Mercedes-Benz fashion ambassador; styled the luxury ‘Mercedes-Benz
Star Lounge’ with help from NYC artist Stephanie Hirsch; and showcased
MeRCedes-Benz a collection from Naeem Khan as part of ‘Mercedes-Benz Presents’.
A social platform, the ‘Star Style Challenge’, invited fashion fans to create
staR stYle Challenge
virtual ‘sets’ using elements of Naeem Khan’s collection and Mercedes-
Benz’s vehicles in order to win a luxury Fashion Week experience.
• Leading the pack: as lead sponsor Mercedes acts as a bastion of
forward facing fashion, actively supporting both existing and emerging
designers whilst reaffirming the cultural credentials of its luxury vehicles.
• Creative culture: inviting fashion fans to get creative with the brand
turns the vehicle into a canvas for self-expression, positioning the brand
as a core component of the fashion process.
• Additional extras: those voting via their mobiles for their favourite
Star Style creation were given an Essie nail polish inspired by exclusive
Mercedes-Benz vehicle colours on arriving at the event.
> visit the website
gilleTTe FocUsed in on mensweaR dURing
new yoRK Fashion weeK by Teaming UP
wiTh ‘made Fashion weeK’ – a seRies oF
oveR 50 Fashion shows and PResenTaTions,
PaRTies, conceRTs and Panel discUssions
- To PResenT The made FoR gilleTTe
The week long program, which included collaborations with 10 notable
designers and hip-hop artist Common, kicked off with a panel discussion on
the future of menswear in the global fashion industry and how trends in male
grooming play a role in overall style.
In addition to the program Gillette set up a pop-up experience, entitled ‘The
Blind Barber for Gillette’, a combination barber shop and bar rooted in 1920s
style, which offered up haircuts, trims and facial hair styling – courtesy of the
new Gillette Fusion ProGlide Styler – for fashion conscious men.
“Gillette is stepping quite consciously into the style space given the
gillette increasing role that men’s grooming plays in fashion and overall style,” said
Austin Lally, VP and GM of Gillette, Global Male Grooming at P&G.
BaRBeR shop bRand beneFiTs
• The culture of fashion: the partnership with cultural stalwarts MADE
enabled Gillette to engage with fashion on a wider scale, facilitating
discussion on fashion’s future and aligning directly with high profile
• Retro future: by aligning with the roaring twenties, a key period in the
freedom of expression, Gillette’s experiential activity tapped into the
nostalgia trend, giving its forward thinking product some hands on
• Broader entertainment value: teaming up with Common enables
the brand to augment its fashion story – much like a catwalk show – by
including an additional entertainment element, giving its campaign a
> visit the website
samsUng mobile, in conjUncTion
wiTh aT&T, Teamed UP wiTh global
liFesTyle bRand Rag & bone on a co-
bRanded camPaign To showcase The
new samsUng galaxy noTe handseT,
sPonsoRing a caTwalK show and
cReaTing UniqUe oPPoRTUniTies FoR
FacebooK Fans To become PaRT oF
AT&T and Samsung Mobile were the title sponsors of the rag & bone
Fall Winter 2012 shows during New York Fashion Week. As part of the
wider sponsorship deal, rag & bone designers Marcus Wainwright and
David Neville, developed a bespoke case for the Galaxy Note and hosted
saMsung the Galaxy Note launch party which featured a live performance from US
group Band Of Horses.
In the run up to the event, Samsung gave away a variety of daily
Rag & Bone prizes through its Facebook page, including rag & bone gift cards and
merchandise, Samsung Galaxy Note devices and VIP passes to rag &
bone’s Fashion Week show, in addition to excusive content from the
• Creativity in action: a co-branded ad campaign showcased the
designers using the Galaxy Note’s stylus based drawing capabilities,
presenting the brand as a technological asset to the fashion community
as well as a sponsor.
• Hands on fashion: Samsung expanded their sponsorship beyond
the catwalk, integrating design into the product itself, by having the duo
create a custom cover for the device.
• Credible assets: integrating a design duo that is fast becoming
a formidable force on the NYC fashion scene into the heart of the
campaign positions the Galaxy Note as a must have fashion accessory.
> visit FACebOOK
w hoTels conTinUes wiTh iTs seven-yeaR
sUPPoRT oF Fashion weeK, which has
evolved FRom a viP bacKsTage loUnge
inTo ‘Fashion nexT’, a PlaTFoRm ThaT
highighTs emeRging TRends in Fashion
ThoUgh exclUsive evenTs and PRemieRes
The five designers in this year’s programme received financial and
marketing support along with exposure on the hotel chain’s website,
with W Hotels hosting shows for four of the designers at the Box venue
during Fashion Week and the first ever runway show by designer Bibhu
Mohapatra. These events were live-streamed via the brand’s Facebook
page and made available on the company’s main website.
W hotels This year the four W Hotels in New York - W New York, W Union Square,
W Times Square and W Downtown - also played host to a series of must
attend fashion events.
Fashion next designeRs “We are committed to providing a platform for supporting and showcasing
what’s new and next in fashion to guests and locals alike at our hotels
around the world,” said Eva Ziegler, Global Brand Leader, W Hotels
• Preferred guests: W Hotels offered a range of fashion activities on site
at its hotels, including fashion tips from W Global Fashion Director Jenne
Lombardo for all guests checking into W Hotels in New York.
• Beyond the runway: the global hotel brand proves its commitment to
fashion by utilising the five designers in broader activity at its other global
destinations, designing hotel bar uniforms and restaurant makeovers.
• Must have travel accessory: W Hotels has taken its backstage
sponsorship and turned it into a fashion event that can travel beyond the
catwalk into broader context across its full portfolio of assets, leveraging
fashion as a way to reward guests.
> wAtCh the videO
dieT coKe Teamed UP wiTh iconic Fashion
designeR diane von FURsTenbeRg and
acTRess minKa Kelly as The bRand
sUPPoRTed The heaRT TRUTh camPaign
- a naTional women’s heaRT disease
awaReness chaRiTy - dURing meRcedes
Fashion weeK, cReaTing limiTed ediTion
boTTles and UniqUe social media iniTiaTives.
Diet Coke sponsored the Red Dress Collection fashion show (the charity’s
long-running catwalk event) and asked fans to show their support, and net
the chance of winning tickets to the star-studded event, by sharing photos
of themselves wearing red via Twitter, Tumblr and Instagram.
Actress Minka Kelly, star of ‘Friday Night Lights’ and ‘The Roommate’ walked
the Red Dress runway in a custom Diane von Furstenberg dress on behalf
of Diet Coke and judged the competition entries.
Red dRess ColleCtion Meanwhile Diane von Furstenberg applied her designer touch to a limited
edition set of four Diet Coke bottles. All proceeds from the sale of the
bespoke bottles – which were emblazoned with her signature red and black
prints – were donated to the Foundation for the National Institutes of Health.
• Fashion for all: focusing in on Coca-Cola’s ‘Live Positively’ message
the association with fashion here is one that pro-actively supports
everyday fashion conscious women as opposed to the model elite.
• Designer dressed: six billion packages of Diet Coke will feature
the Heart Truth logo, ensuring this promotion is not just a seasonal
accessory, but also a long-term commitment to the cause.
• Social catwalk: Coke utilises the virtual runway of social media to
actively promote awareness of the campaign and the charity, pushing the
signature ‘Red’ colour to a audience beyond the core fashion set.
> visit the website
ameRican exPRess sTaged an inviTe
only caTwalK PResenTaTion oF Tommy
hilFigeR’s sPRing 2012 collecTion -
exclUsively FoR ameRican exPRess
caRdholdeRs. The bRand also conTinUed
To deliveR UnPaRalleled access To The
besT oF Fashion weeK ThRoUgh iTs sKybox
American Express, in its tenth year as a Mercedes Fashion Week sponsor,
helped to bring the Hilfigers - the fictitious family depicted in the apparel
brand’s advertising - to life on the catwalk at a unique partnership event.
Cardholders were treated to pre-show cocktails, music from Cobra
Starship and intimate access to the latest spring fashions. “Our brand
aMeRiCan expRess has always been inspired by music so I’m thrilled that when introducing
the Hilfigers in person to our customers for the first time, it will be to the
backdrop of great music,” said Tommy Hilfiger.
Meet the hilFigeRs Cardholders were also given the ability to partake in beauty styling sessions
and meet-and-greets with upcoming designers, while American Express
once again introduced its Skybox lounge, an exclusive 10-row cardholders
VIP area perched above the Lincoln Center’s two major runways.
• VIP access: the Skybox delivers a fashion experience that is literally
head-and-shoulders above the rest, offering the best views of the show
and intimate insight from fashion experts in a luxury setting.
• Music enhanced: bringing US band Cobra Starship on board adds a
more exclusive soundtrack to the Hilfiger show than the usual musical
backing track, again highlighting how American Express adds value.
• Funding fashion’s future: American Express also made a $250,000
donation to the CFDA/Vogue Fashion Fund, showcasing its ongoing
support of emerging designers and tomorrow’s fashion.
> ReAd MORe heRe
DHL L’oreaL MatteL
fasHion Logistics Backseat fasHion BarBie’s DreaM cLoset
As the official logistics partner for The cosmetics company teamed up Mattel’s iconic doll is no stranger to
Mercedes-Benz Fashion Week, DHL with Glamour magazine and mobile Fashion Week, having celebrated her 50th
highlights how brands that would not technology firm Spyderlynk on a series of anniversary with a major runway show in
normally be associated with fashion can interactive taxis to ferry Fashion Week’s 2009. However, this year the focus was
benefit from an integrated alignment. die hard fans to and from the event’s very much on the miniature style icon’s
must see runway shows. personal wardrobe.
With DHL the backbone of over 30 Fashion
weeks in 15 cities, the emphasis here is on L’Oreal developed a series of ‘taxi shops’, The ‘Barbie Dream Closet’ Experience during
“backstage heroes”, with the brand leveraging its showcasing beauty trend videos hosted by Fashion Week saw guests invited into a larger
association to showcase its service offering in a Glamour magazine, which enabled passengers than life wardrobe installation at the Lincoln
broader, more culturaly relevant, way. to purchase products from two of their key Center; a two storey 9,000 square feet set,
brands, Lancôme and Yves Saint Laurent, complete with 24-foot tall jewelled doors,
The logistics brand is also supporting upcoming through the use of Snap-to-Buy technology. serving up a tactile insight into all things pink.
fashion designers, sponsoring an online
design contest in conjunction with the LIM The partnership saw the brand and the The closet housed augmented reality dressing
College, bringing young talent to the Fashion magazine delivering in-car entertainment rooms that enabled visitors to try on Barbie’s
Week stage. The DHL area at the event content with consumers able to ‘shop the outfits (also replicated on Barbie’s main
invited attendees to pose with DHL branded look’ directly from the video ads via Glamour’s website), a three-story high shoe rack with
mannequins, created by students, on a virtual ‘Friends and Fan’s mobile app. The promotion 360 pairs of pink shoes, and live models
runway and have their picture taken by award- also featured a social sharing element that dressed in Barbie-inspired fashion from
winning fashion photographer Michael Creagh. enabled friends to activate a social shopping designers such as Alexander McQueen,
experience. Burberry and Chloe.
> visit FACebOOK > wAtCh the videO > wAtCh the videO
aBouT fRukT commuNicaTioNS
FRUKT help some of the biggest brands in the
world deliver smart entertainment marketing
solutions. From conception through to activation,
FRUKT create ideas that deliver against brand
and business challenges. Our clients include
Coca-Cola, Nokia, Diesel, Southern Comfort and
Starwood Hotels, for whom we have created award
winning integrated platforms spanning Live, Digital,
ATL, Instore and more, across 150 countries.
FRUKT USA | Chris Johns, Director
M: +1 305 322 0362
FRUKT UK | Gareth Hall, Business Development Manager
M: +44 7746511844
USA: 88 10th Ave, 6th Floor, New York, NY, 10011
UK: 56 Compton Street, London, EC1V 0ET