How Mercedes uses fashion to create buzz for new GLA-Class
Mercedes-Benz hasn’t launched the new 2015 GLA-Class SUV yet, but it’s already creating a buzz in New York. Mercedes-Benz took the new GLA to the Mercedes-Benz Fashion Week that runs from February 6-13 in New York. There is a lineup of of over 100 designers showing their fall 2014 Collections. It’s a great place for Mercedes to showcase the new premium compact SUV as the world's most renowned designers strut their stuff.
This all takes place at the Lincoln Center in New York where Mercedes-Benz is showing off a trendsetter of its own, the all-new 2015 GLA-Class. The new GLA is going to be a hit too as it’s the next premium compact Mercedes will launch. It will be available in showrooms this fall and is a new category that offers younger buyers a new gateway into the Mercedes-Benz brand.
Mercedes is definitely appealing to a new younger buyer and is using the Mercedes-Benz Fashion Week to introduce the new GLA-Class to this group. They enlisted the help of renowned street style photographer Youngjun Koo of KOO.IM to help feature the new luxury compact SUV with street style photography.
Mercedes says, throughout the week, Koo will be hitting the streets of New York to capture urbanites sporting notable fashions. His photography will be printed and wheat-pasted into an interactive display surrounding the GLA-Class within the main lobby of Mercedes-Benz Fashion Week. Images will be updated continuously throughout the day and will feature trendsetters from around the city.
Fashion enthusiasts will be able to catch the mobile extension of the campaign at hot spots across the city and are encouraged to celebrate personal style by posting photos of themselves in front of the mobile unit using #MBFWStreetStyle for the chance to win invitations to Mercedes-Benz Fashion Week. Koo will be along for the ride giving stylish New Yorkers the opportunity to be featured in the unique Mercedes-Benz display at Lincoln Center.
Mercedes growth strategy includes appealing to these fashion trendsetters that are gathered in New York. The GLA will continue the sales success Mercedes is seeing by attracting new buyers who have never purchased a Mercedes vehicle before. With the successful launch of the 2014 CLA-Class, Mercedes now turns its attention to New York and the trendsetting fashion industry to help them launch their next premium compact. They are also using the fashion week to continue to show off the new CLA four door coupe.
The all-new 2015 GLA premium SUV will launch in a few month’s in Europe, and in the U.S. and other global markets late this year. CLA has been wildly popular and it points to a big reason Mercedes is optimistic that the GLA will be an even bigger hit with global and especially U.S. buyers who are setting fashion trends in New York.
Watch 2014 Mercedes-Benz Fashion Week "Street Style" video.