DHL, the official logistics partner of the Mercedes Benz Fashion Week in Berlin, will ensure thatthe latest fashion creations will make it to the catwalk right on time for this week’s event.
The eyes of the fashion world will again turn to the German capital from 20 to 23 January2010 when renowned designers will present their latest collections there for the sixth time.Michael Michalsky, one of Germany’s most successful fashion designers will contribute one of thehighlights of the Berlin show.
Since 2007, DHL has been ensuring that all logistics operations related to this top-notchfashion show run smoothly. In addition, a DHL subsidiary has been handling logistics for MichaelMichalsky’s fashion label for more than two years. Among other things, this comprises warehousing,handling of consignment stock and international distribution of the designer’s collection tofashion shops. Currently, DHL is making sure that Michalsky’s collection will be available forpresentation at Berlin’s Friedrichstadtpalast where the designer will present his collection at a“StyleNite” on the occasion of this year’s Fashion Week, on 22 January.
This close cooperation is reflected in a joint advertising campaign for which MichaelMichalsky actually designed an exclusive “DHL Collection”. This one-off creation uses the expressindustry’s own materials for haute couture made of wrapping paper, truck tarps and packagingmaterial.
“We are proud to have inspired Michael Michalsky to create this exclusive DHL collection andto have gained him as an advertising partner. This campaign and our repeated involvement in theBerlin Fashion Week not only underscore our competency in fashion logistics but also demonstrateour ability to develop innovative solutions and concepts,” Wolfgang Giehl, Head of Corporate BrandMarketing at Deutsche Post DHL, explains. This year’s Michalsky show will stream live on a websitespecially set up for this purpose by DHL – one of the highlights of the joint advertising campaign.
DHL sees itself as one of the leading international logistics service providers for thetextile and garment industries, covering the entire value chain in the fashion sector – in 220countries around the world, by land, sea or air. Services range from procurement of material toswatches, quality control, warehousing and processing of garments to direct delivery to the shopsof international fashion companies.
In Asia, one of the fashion industry’s primary procurement markets, DHL invested €9.5 millioninto a Fashion Competence Center of its own last year. More than 800 DHL employees in Hong Kongoffer tailor-made solutions for the textile and garment sector, which made up 14 % of Hong Kong’sexport volume in 2008. More than one third (36%) of these shipments are destined for the EuropeanUnion.
