Lynne Koreman
Photo: Courtesy of DHL
Earlier this year, DHL partnered with IMG to sponsor Mercedes-Benz Fashion Weeks in New York, Los Angeles, and Miami as well as the FashionWeekLive tour in Houston, Dallas, Chicago, and San Francisco. In its second appearance in the New York tents, the shipping and logistics company is adding new ways to promote its services for the industry, including a partnership with Zac Posen to create a limited-edition leather tote bag, with all proceeds donated to nonprofit TeachersCount. We spoke to Lynne Koreman, the director of sponsorships for DHL Express, about the campaign.
This is DHL's second season as a sponsor at Fashion Week. What did you learn in February?
Our first season was very successful. Our booth was a hit, and the espresso and biscotti went over extremely well. We received a very warm response from the industry, with other sponsors and designers open to learning about us and trying our services. From a shipping perspective, we’re shipping more and more from each show, with customers and other sponsors sending their items from our booth. People sent things across town, across the country, and around the world, right from our booth.
How did last season's successes or problems affect this season's strategy? Are you bringing anything back or tweaking anything this time around?
We really had a problem-free first season, so this season is really about growing upon the success of the first season. Adding a designer partnership with Zac Posen has been a wonderful experience and activation platform. We’re giving away a bag a day through a contest in the booth, which adds even more opportunity for people to interact with our brand.February's booth was a smart idea, and you're bringing it back. Did you learn anything from what the other sponsors did in the tents?
This season we tweaked slightly by taking away the espresso, as IMG Fashion has a coffee sponsor, and we replaced our biscotti with iced sugar cookies. The cookies are delicious and cute as they boast pictures of our trucks, packages, and Pickup Spot logo. It’s an extra way to showcase our capabilities.
How did the partnership with Zac Posen come about, what is DHL hoping to gain from the partnership, and how does it play into this season's marketing strategy?
IMG Fashion put us together. We are both strong IMG Fashion partners, and they thought that we’d have a lot to talk about. The initial discussion was literally a brainstorming session, and the concept was formulated. We are both companies who care about the communities in which we live and work. The platform itself is a way for us to promote our brand personalities and give back to a charity and cause that is important to both parties. The timing is perfect with the shows in September and back-to-school time to promote a tote bag honoring teachers. We are just delighted at how this concept has come to life.
Do you go to any of the shows and after-parties for inspiration?
We have a very creative bunch finding inspiration everywhere!
This is DHL's second season as a sponsor at Fashion Week. What did you learn in February?
Our first season was very successful. Our booth was a hit, and the espresso and biscotti went over extremely well. We received a very warm response from the industry, with other sponsors and designers open to learning about us and trying our services. From a shipping perspective, we’re shipping more and more from each show, with customers and other sponsors sending their items from our booth. People sent things across town, across the country, and around the world, right from our booth.
How did last season's successes or problems affect this season's strategy? Are you bringing anything back or tweaking anything this time around?
We really had a problem-free first season, so this season is really about growing upon the success of the first season. Adding a designer partnership with Zac Posen has been a wonderful experience and activation platform. We’re giving away a bag a day through a contest in the booth, which adds even more opportunity for people to interact with our brand.February's booth was a smart idea, and you're bringing it back. Did you learn anything from what the other sponsors did in the tents?
This season we tweaked slightly by taking away the espresso, as IMG Fashion has a coffee sponsor, and we replaced our biscotti with iced sugar cookies. The cookies are delicious and cute as they boast pictures of our trucks, packages, and Pickup Spot logo. It’s an extra way to showcase our capabilities.
How did the partnership with Zac Posen come about, what is DHL hoping to gain from the partnership, and how does it play into this season's marketing strategy?
IMG Fashion put us together. We are both strong IMG Fashion partners, and they thought that we’d have a lot to talk about. The initial discussion was literally a brainstorming session, and the concept was formulated. We are both companies who care about the communities in which we live and work. The platform itself is a way for us to promote our brand personalities and give back to a charity and cause that is important to both parties. The timing is perfect with the shows in September and back-to-school time to promote a tote bag honoring teachers. We are just delighted at how this concept has come to life.
Do you go to any of the shows and after-parties for inspiration?
We have a very creative bunch finding inspiration everywhere!
