Fashion
2014 Year in Review: DHL Exported Takes Fashion Week By Storm
2014 saw big changes to the Fashion Week partnership with the launch of the DHL Exported Program in cooperation with IMG Fashion. The Program, which had judges choose four labels from an applicant pool of over 150 established designers in April of this year, gave winners a leg up as they expand into a new market. They received export assistance from DHL and a slot at Fashion Weeks abroad for two consecutive seasons that allows them to bring their brand overseas.
Through the program, the sibling design team behind Nicholas K got to showcase their luxury wear at Milan Fashion Week, Italian designer Francesca Liberatore brought her collection to Mercedes-Benz Fashion Week New York, Hakaan Yildrim launched his H by Hakan label at London Fashion Week and English sportswear superstar Henry Holland showed his House of Holland collection at Mercedes-Benz Fashion Week Tokyo.
DHL Exported has meant more than just a slot on the runway for the four winners. As the designers expand into a new market, DHL has offered both expert advice on the export process and helped deliver the materials needed for the labels to make a strong entrance overseas. Understanding the logisitics of exporting are vital to gaining ground in a new market, as bringing the garments to the catwalk to be seen by buyers and media is the key element leading to a collection's sales.
Running across two seasons, the program has worked with these designers or nearly a year and halfway through, the labels are going strong in their respective markets and excited to see what's to come in 2015. Stay tuned to the DHL Exported social media channels (Instagram, Pinterest, Facebook, Twitter, YouTube) throughout January to get a behind-the-scenes look at how the designers are preparing for their second showings in February and March.
Our support for over 30 Fashion Week events the world over continued as well, with shows in Mumbai, Sydney and Berlin gaining global attention for both our brand and for the designers we supported in those cities, including German sportswear designer Michalsky and DHL Express Fashion Export Scholarship winner Michael Lo Sordo. It was an exciting year with hundreds of media mentions bringing the Fashion Week partnership to the forefront and we’re looking forward to an equally successful new year.
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