Car company sponsorship gives Fashion Week va va voom

Sponsorship was a relatively new ball game for many local designers. But with the cost of Fashion Week ranging from a base fee of $20,000 to $80,000 it became essential for local designers putting on a show, Fashion Institute of New Zealand executive director Maphi Opai says.

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Subaru and Miranda Brown

Subaru and up-and-coming designer Miranda Brown last month formed a marketing partnership that included sponsorship for the designer's fashion week show.

Brown said that as well as providing much-needed sponsorship dollars going into Fashion Week, it would also add muscle to ongoing marketing activities longer term.

Subaru New Zealand general manager Wallis Dumper said the Miranda Brown label was a great fit for Subaru in terms of brand values.

"This partnership will enable us to more boldly foreground the pure design excellence of our vehicles as well," he said.

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Peugeot and Kate Sylvester

Peugeot has been in partnership with well-known designer Kate Sylvester for the past two years.

Peugeot New Zealand general manager Steve Kenchington said the company viewed the partnership as a chance to support local fashion.

He said the Kate Sylvester brand values of style, innovation and dynamism were clearly evident in Peugeot cars and were the main reason the company wanted to align itself with the label.

Peugeot has sponsored almost every major fashion-related event in New Zealand over the past two years. Last year, the company was an elite sponsor of New Zealand Fashion Week. This year, it will also be the preferred car of Fashion Week and a major sponsor of associated event New Zealand Runway.

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Skoda and World

Skoda New Zealand general manager Douglas Blair said that since the company's partnership with World was formed last year, the quality and well-recognised fashion label had helped to lift Skoda's brand exposure and give the car a fashionable edge.

Although Skoda is quite a well-known and fashionable vehicle overseas, Blair said people typically had a negative perception of the cars as old and basic, "although the brand has come a long way since then".

He said the partnership had given some personality to the car.

"It assists our branding and helps people see we are not boring."

Blair said World's endorsement of Skoda had also brought credibility to the brand.

"If they [World designers Francis Hooper and Denise L'Estrange-Corbet] choose Skoda, that rubs off on their colleagues," he said.

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Volkswagen and Zambesi

Fashion is a key sponsorship area for Volkswagen, which has partnered Zambesi for four years.

The company has sponsored Zambesi in Fashion Week throughout that time, and used Zambesi for its product launches.

Volkswagen New Zealand general manager Dean Sheed said the pairing worked well as the two brands had a similar customer base which allowed for cross-marketing.

Sheed pointed to a number of shared brand attributes - luxury brands, clean designs, enduring style and high-end quality.

Sheed said some of Zambesi's designs now incorporated Volkswagen logos.

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Infinity mineral water

Waiwera Infinity micro ionic water is the official water sponsor of Fashion Week, in a first-time association with the event.

The company's international liaison Melanie-Michele Harcrow said the link was logical given Fashion Week's continued focus on inner and outer beauty, health and well-being.

New Zealand Fashion Week is on in Auckland from October 17-21.

Herald Feature: Fashion Week

NZ Fashion Week