Event sponsorship increases brand value
Last week we were very busy at Malta Fashion Week. That week once a year when thousands of fashionistas get whisked around several fashion shows, exhibitions, parties and events. Over seven days, hundreds of models show off the artistic creations of fashion designers on glamorous runways to the enjoyment of admirers, fashion bloggers and the snapping photographers.
The main stars of the week are undoubtedly the fashion designers. They are the ones that create the art in the first place. Love them, hate them or ignore them, these people have something to say, and given the platform, they are just going to come out and say it. They use fabrics, materials and shapes, and work with the models, hairdressers and makeup artists to bring their creations to life. The result is a series of glamorous shows that attract media attention and a loyal fan base of thousands. Apart from all the glitzy shows and parties, there’s a lot of networking and career building going on and it’s really no wonder the event grows in popularity every year.
During the week I often think how all of this wouldn’t be possible without the support of so many volunteers and companies like Mercedes-Benz. They are the ones making this powerful platform happen, by giving their time or directly paying for most of the expenses required to put up all these (mostly free) events.
What they get in return is the positive brand association of being connected with all of this buzz. Think fashion week and chances are that Mercedes-Benz pops into your head by automatic association that is by now almost subconscious. Even if you’ll never be a proud Merc owner in your life, there’s still tremendous value in it for the brand.
By comparison, the shoe brand Aldo, another big sponsor, cuts through all the din there is on mass media to connect directly with thousands of fashion conscious people through this. This year they handed out branded goodie bags and used a Polaroid photographer to promote their #perfectpair campaign. Yes, they may sell more shoes than Mercedes sells cars during the week itself, but the brand value that lasts much longer, is what is much more bankable.
The same applies to Diet Coke, Chamilia, Hilton, Air Malta and F Vodka to name another few kind sponsors that support MFWA, while we’re at it. Sensible brands often latch on to the same event year after year to keep building on this bond with their audience. Mercedes-Benz has been supporting fashion weeks around the world’s fashion capitals for years to have reached the status it now has in this sector.
Large scale public events of this nature prove what creative people can achieve when they come together with determined direction. An artistic manifestion that’s a veritable feast of colour, beauty, entertainment and opportunity. Let’s give a big round of applause to our sponsors for making all this possible.
Written by Pierre Mizzi – Media director of Mercedes-Benz Fashion Week Malta
Photos: Noel Fenech