Mercedes appoints Yellow Door to give it fashion focus

Mercedes-Benz has appointed Yellow Door to gain the brand exposure in the fashion industry.

New focus: Mercedes wants bigger position in fashion world
New focus: Mercedes wants bigger position in fashion world

The agency will look to give the car giant a presence at events such as London's Fashion Week to build on the brand's high-end, luxury reputation.

Peter Cross, managing partner for Yellow Door, commented: 'We're talking about how a brand can go beyond consumers and be impactful and engaging. We will look to really give the consumer and Mercedes-Benz shopper an insight into the world of fashion. We don't think it has been done before.'

Yellow Door has been charged with solidifying Mercedes-Benz' position as a global luxury car brand through its association with fashion.

Cross added: 'So much has changed – how we shop, celebrity endorsement – and what's interesting is how these two worlds can meet.'

Mercedes-Benz celebrates its 125th birthday this year.

Yellow Door also looks after luxury brands Louis Vuitton and Swarovski.

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