Delivery services provider DHL is associating itself with Thailand’s fashion industry.
Supporting numerous Thai fashion events is “the perfect platform to demonstrate our expertise in providing tailored logistics solutions to the fashion industry and our capabilities in the complex nature of the industry,” Chananyarak Phetcharat, managing director, DHL Express Thailand-Indochina told Marketing Events.
The brand has supported the Bangkok International Fashion Fair 2010, Bangkok International Leather Fair, Siam Paragon International Couture Fashion Week 2012 and Siam Paragon Bangkok International Week 2013, amongst other fashion events.
According to Phetcharat, the fashion industry is a fast-paced, ever-changing industry that relies on flexible and intelligent logistics that is meticulously managed around the world.
DHL Express aims to highlight its role as an important “behind-the-scenes” position in the fashion industry, she added.
Through close association with such events, DHL is able to reach wider customers in a vibrant way.
For example, it provided solutions to bring over 100 fashion pieces from India, Kuala Lumpur, Manila, Paris and Sydney to the stage Siam Paragon Bangkok International Fashion Week 2013.
The buzz and pace of the fashion week – four days, three international designers and five Thai designers – “makes logistics support vital,” Phetcharat said.
This is an international strategy that DHL has taken with regards to fashion events through sponsorships.
For example, elsewhere in Southeast Asia, DHL has sponsored the Women’s Fashion Week in Singapore in 2011 and 2012.
DHL is also the official logistics partner to IMG Fashion Week events around the world. It also provided scholarships for newcomers and up and coming designers. Most recently in the Asia Pacific region it announced the winners for its Fashion Export Scholarship in Australia. It has also recently launched a call for entries for its sixth Fashion Export Scholarship Awards in New Zealand.
Through sponsorship of such events, DHL Express Thailand is aiming to reach local and international designers, suppliers and retailers in the fashion industry as well as influence current and potential customers on their buying decision in the future. The brand is also looking to reach out to people aged 25-55 years in the fashion industry.