Last week it was announced that New York Fashion Week is having trouble finding a new major sponsor after Mercedes-Benz's recent drop out. The title backer since 2009, Mercedes-Benz, like many other major car brands, are now more focused on working with up-and-coming companies and labels that are fresh, unique and innovative as opposed to standard big-name attachments. Essentially, working with established dinosaurs is not the wave anymore: but working with that underground new-new is.
This trend shift is huge and represents a real opportunity for young, burgeoning upstarts looking to take their exposure to the next level. Big companies like Mercedes-Benz don't want to work with the established titans anymore; they want new and exciting avenues to represent their brands.
And that's why this shift is huge for young creative companies (like for example the many growing fashion, event and music companies in Philadelphia right now). This is an opportunity for the creative underclass to link with the big boys in ways that were previously only available to big establishments like NYFW. The critical step for young brands and companies looking to make it over the hump is to find ways to engage with these larger brands. That's up to you.
Emerging is in