UK-based fashion label French Connection has teamed with Australian New Year's Day festival Summadayze to raise local awareness and boost its brand potential.
The tie-up marks the first partnership of this kind for French Connection, and will position the label as the exclusive apparel sponsor for the iconic Melbourne event. French Connection will also host the 2012 Melbourne Summadayze VIP section.
The label, which launched in London in 1972, has joined forces with the Australian event in an effort to mimic the success achieved by UK fashion leaders Mulberry, Net-a-porter, and Mr Porter via similar link-ups.
French Connection Australia general manager Katy King said the link with Summadayze music festival will also provide the brand with a perfect opportunity to access and attract its primary target market in a positive environment.
“Our aim is to strengthen the connection between French Connection and our core target market in a highly relevant environment,” she said.
“Summadayze is one of the hottest festival tickets on the national calendar. The decision to partner with the festival was to provide that unique festival experience for our customer.”
As part of their involvement with Summadayze, French Connection will also launch a national competition at the start of November, which will allow customers to go into a draw to win a festival prize, including a special side of stage performance viewing and tickets to the French Connection VIP area.
French Connection will also broadcast inspiring festival fashion from the event via a photo blog on the brand's website and through social networking site Facebook.
“We’re always on the lookout for innovative ways to connect with our audience and to entertain them; this event will be the perfect opportunity to do so,” King said.
The Summadayze festival will be held on January 1 (New Year’s Day), 2012 at the Sidney Myer Music Bowl in Melbourne. Leading acts include Pendulum, Snoop Dogg, Moby, Scissor sisters, Calvin Harris.