Last September, Toyota Motor Corporation’s Lexus, was named the title sponsor for New York Fashion Week as a means to affiliate the automaker with the high-profile fashion event. Recently, Lexus has been committed to reinventing their image for the younger, affluent, Gen Y market. The release of the all-new RC in 2015 was a significant milestone for the brand, proving Lexus can be both sporty and luxurious, all at a fair price. The RC's sporty design and powerful engine screams racetrack, but the coupe has demonstrated its adaptability for city driving as well. Following the RC's release was the revamp of the RX in 2016. The RX’s distinct features include chiselled lines, a bold spindle grille, a luxurious cabin and a retractable power panoramic roof; impressing new buyers and reassuring old ones.
Lexus aims to promote the brand with NYFW to tap into the trendy world of fashion, and to demonstrate how fashion and automotive can go hand-in-hand. Lexus has found unique ways to build the brand experience while promoting NYFW. Creative director for Moschino, Jeremy Scott, took a dynamic mobile approach by previewing the brand’s latest prints wrapped on Lexus SUVs. Lexus also created a lounge to host the event exclusive to the designers and VIP guests.
The luxury brand is evolving in more ways than just design. Last summer Lexus announced they are working on a “no-haggle” system, specially catering to millennial buyers who express distain for price negotiation.
All in all, we're very ebthusiastic for what the future holds at Lexus.
tags ( Lexus, Luxury, New York Fashion Week, NYFW, Erin Park Lexus )