New Zealand-bred apple, Envy, appeared at one of New York’s most prestigious events last weekend, returning to New York Fashion Week once again.
Aligning with the high-end fashion event demonstrates the brand’s success; as of December 2018, Envy apples recorded a 40 per cent year-on-year increase in dollar sales, according to US marketer Oppy.
This year a special partnership between reality television star and fashion designer, Christian Siriano and Envy took place featuring an apple tasting bar and signature Envy cocktail on offer as Siriano unveiled his latest collection.
Promotional materials surrounding the event have helped to support the apple brand’s presence, and a personal plug from Siriano to his 1m Instagram followers, as well as live-stream of fashion week events on Envy’s Instagram account, lent a hand.
“This sweet, crisp, red apple is outpacing all others at an exceptional rate,” said David Nelley, vice president of categories for Oppy, a marketing partner of T&G Global, owner of the Envy brand. “Envy is coming on strong in the premium apple landscape, gaining a great reputation for intense flavour and overall satisfaction — and a valuable leading contribution to the apple category.”
In addition to promotional opportunities, the sponsorship brings about brand familiarity and equity for Envy, according to Karin Gardner, director of corporate communications at Oppy.
“Christian Siriano is renowned for creating special, beautiful clothing that can be worn by everyone. His sophisticated style and elegant point of view complement the unique traits of Envy apples,” she said.