Mercedes-Benz Fashion Week; 7th on Sixth, Inc. Announces Title Sponsorship Agreement With World's Premiere Automotive Company

5 January 2001
Mercedes-Benz Fashion Week; 7th on Sixth, Inc. Announces Title Sponsorship Agreement With World's Premiere Automotive Company
    NEW YORK, Jan. 5 7th on Sixth, Inc. announced today that
it has entered into a multi-year sponsorship agreement with Mercedes-Benz, the
world's premiere automotive company, under which Mercedes-Benz will be the
title sponsor of the New York Fashion Week.  Beginning with the Fall 2001
Collections, scheduled for February 8-16, 2001, the shows will be known as
Mercedes-Benz Fashion Week.
    "The world of fashion and automobiles truly reaches global status with
Mercedes-Benz, the world's premiere automotive company, becoming New York
Fashion Week's title sponsor.  For me, it reinforces the strength of American
fashion and New York as its base.  If there ever was a perfect fit, this is
it," said Stan Herman, president of 7th on Sixth.
    "Having been the main sponsor of the Australian Fashion Week for several
years and supporting fashion designers in Europe and around the world, this
partnership is a major step in our global marketing activities," noted Graf
Vitzhum, managing director of alternative communications at Mercedes-Benz
headquarters in Stuttgart.  "Mercedes-Benz is looking forward to working with
7th on Sixth and New York's Fashion Week."
    "Here in the U.S., actually, we have a long history of being associated
with trend-setters and with the fashion industry.  This, though, is a very
timely opportunity for us as we introduce new vehicles that are the most
exciting and innovative that we've ever had and which, in turn, appeal to a
young, hip and more lifestyle-oriented buyer," said Ken Enders, vice president
of marketing at Mercedes-Benz USA.  "Fashion Week is a perfect example with
its emphasis on the dynamic aspects of style, innovation, quality, design and
sheer fun."
    7th on Sixth, created in 1993 to organize, centralize and modernize the
American Collections, continues to revolutionize the way the New York
collections are presented and funded.  Unlike its counterparts in Paris and
Milan, the New York Collections receive no government funding and rely solely
on fees charged to the designers and the underwriting and support provided by
corporate sponsors.  These partnerships have allowed 7th on Sixth, Inc. to
create a world-class showplace for top designers, while also providing the
cutting edge environment to showcase premiere, luxury brands like
Mercedes-Benz.
    "Their commitment to design speaks volumes," said Executive Director Fern
Mallis.  "I believe this partnership is a win-win on all accounts."
    Mercedes-Benz USA, LLC (MBUSA) in Montvale, New Jersey, is responsible for
the sales, marketing and service of all Mercedes-Benz vehicles, parts and
accessories in the United States.  In 2000, MBUSA achieved the highest annual
volume in its history with sales of 205,614 new vehicles.
    The Mercedes-Benz family currently consists of the all-new mid-size
C-Class sports sedans; the full-size E-Class sedans and wagons; the
hot-selling SLK roadsters; the CLK Coupes and Cabriolets; the flagship S-Class
sedans and top-of-the-line CL coupes; the renowned SL coupes/roadsters; and
the sport-utility M-Class line including the ML55 AMG, the world's fastest
sports utility vehicle.