Envy on the red carpet is nothing new at New York Fashion Week, but this year it took a refreshingly sweet turn when its namesake apple hit the runway.
Envy™ apples made their NYFW debut in style by joining the international designers at the February 9 Flying Solo fashion show to deliver an unforgettable taste of the new and now.
“As a premium apple, Envy™ appeals to early adopters who pursue the latest in lifestyle trends, be it food, fashion or culture,” said Garland Perkins, retail solutions specialist at Oppy who orchestrated the NYFW sponsorship. “The apple category is a crowded one, so the more we can meet consumers where they are—in and out of the store—the better. People everywhere read fashion blogs and magazines and watch Instagram stories posted by their favorite designers. NYFW gave us the chance to grab their attention in a space where they are already deeply engaged.”
Not only was the fruit enjoyed by the Flying Solo audience and VIPs, the event was broadcast live via Envy’s Instagram feed and featured on the apple’s other social media platforms.
Perkins notes that T&G Global, who owns the trademark rights to Envy™, has garnered success in similar events like last year’s Thailand’s Bangkok Fashion Week, and will participate in the Virgin Australia Melbourne Fashion Festival in March.
“The Envy™ apple consumer is someone we think of as an ‘aspirer’; a busy person who lives a fast and full life,” said David Nelley, vice president of categories for Oppy. “They look for smart choices that reward, nourish and break the routine, and perhaps even consider a special apple like Envy™ essential to their individual style.”
In honor of Envy’s first appearance at NYFW, local stores dressed up the apple display with NYFW point-of-sale material and ran a social media contest urging shoppers to “Be the Envy of Fashion Week” and win a $500 shopping spree.
“Participating in NYFW enabled us to creatively share Envy’s story in the store,” Perkins said. “It gave us one more compelling aspect of the apple to talk about as we build the Envy™ brand alongside our partner T&G Global in North America.”
Oppy looks forward to wrapping up the Washington Envy™ season in the coming months then flowing with customers directly into the fresh Envy™ crop from New Zealand this spring.
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Photo captions:
1. Oppy Retail Solutions Specialist Garland Perkins, Business Development Representative TJ Wilson and Gabriela D’Arrigo, vice president of marketing and communications for D’Arrigo Bros.Co. of New York add Envy™ apple style to New York Fashion Week.
2. Envy™ apples await fashion fans at the Flying Solo show.
About Oppy
For 160 years, Oppy has discovered and delivered the best of the world's harvest and brought it home. Whether we’re partnering with outstanding international growers to bring sustainable fresh produce to our shores or marketing and distributing North American fruit and vegetables around the globe, we proudly sell over 100 varieties of produce from more than 25 countries each and every day. www.oppy.com
About T&G Global
T&G Global grows, sells, and works with, passionate growers around the world to deliver the highest quality, trusted and safe fresh fruit and vegetables. We love our food so we’re constantly exploring ways to make it more sustainable, fresh, and delicious to help people lead a more healthy, active lifestyle. www.tandg.global
About Envy™
Envy™ is a trademarked brand of the Scilate apple variety. Scilate is the result of a natural cross between Royal Gala and Braeburn. It was developed in New Zealand by Plant and Food Research and was patented in 2009 – the same year T&G, which owns the Envy™ trademark, began distributing it to the US. Envy™ is now grown under license to T&G in New Zealand, USA, Chile, Asia, the UK, France and Australia www.envyapple.com
Source: Oppy
