Longstanding exhibitor Lexus has undergone somewhat of a facelift in recent seasons, progressing its brand identity to become a luxurious, designer footwear brand, and its recent selection as a finalist for Fashion Brand of the Year has endorsed all the hard work of those at the helm of the label, as sales manager Adjay Southi reveals.
Q: Lexus has been selected as a finalist in the Fashion Brand of the Year in the Footwear Industry Awards – what does this mean to you at the brand?
A: Although we have previously runner up for designer of the year in 2012, this is the first time we have been selected as a finalist in the fashion category. We are always on our toes looking for new ideas and, since I joined the company alongside my father Saki Southi, I have made changes to how we present the brand and categorise the shoes. I think previously we were mainly known for mother-of-the-bride shoes or wide-fitting styles, but that is not the case any more.
Q: Why should retailers take a fresh look at the label?
A: We have added a couture range for women, and have categorised the shoes so it’s easy to select styles for women who want low to medium heels, and styles for those women who just can’t stay away from wearing high heels. Prior to joining the brand I worked at Rolls Royce, and I have been drawing on that experience to create a luxury and superior label that women can aspire to. This is all without alienating our loyal customers, many of whom have loved the Lexus brand since it started in 1989.
Q: Has the collection become more fashion-led?
A: Yes certainly the collection has strong fashion influences. However, we try to keep our styles everlasting so they are not a one-season hit. Our loyal customers reorder the same styles year after year because they are commercial and classic and that can’t go wrong. But every year we always launch ten to 15 new styles to give the collection a fresh look. There is also the addition of our Saki Southi label, which is a premium diffusion line with a leather lining. It’s a more luxurious take on the Lexus identity, which has been created based on the feedback we were receiving from regular customers.
Q: What would it mean to you to win?
A: It would mean that our hard work is paying off. It would demonstrate that our customers appreciate our hard work in always trying to maintain our best customer service for them, and it would be a honour to receive such an award after working effortlessly hard in these tough climate conditions to keep flying the flag high as we can.
Here’s what retailers have to say about the Lexus brand;
Frox of Falkirk is one of Scotland's foremost retailers in the occasion wear sector. As such as only choose to work with companies that are able to provide the best quality products, in the best styles. We have been stocking Lexus shoes for around five years, and they are our biggest selling footwear brand. The product quality is fantastic; in all hundreds of pairs of shoes we have sold, we have never had any returned to us with issues.
Lexus has a great range of styles, from modern and funky styles to classic shoes that will never go out of fashion. The designs of each of the shoes and matching bags are practical, making them more wearable than other brands.
For ourselves, customer service is a very important part of our business, and we only work with those who also love good customer service. Lexus provide excellent service, from calling them up and finding out if they have certain items in stock, to sending them out incredibly quickly. Being able to offer matching shoes and bag at the competitive prices that Lexus offer makes them the ideal choice for ourselves to stock.
Fiona Wilson, Frox of Falkirk, Scotland
Lexus is a superb company which constitutes an integral part of our business. The collection of accessories that they provide are loved by our customers, whilst always being of the highest quality and standard.
We have been using Lexus's stunning choice of shoes and bags for nine years, due to each collection's style, sophistication and elegance. The team at Lexus always go above and beyond to provide the utmost level of customer service. Both ourselves and our customers are constantly and consistently impressed by Lexus, and always look forward to see how they will excel themselves next.
Samantha Roberts, Samantha K’s Occasionwear, Swansea, Wales
Discover Lexus for yourself on stand C29 at Moda Footwear this season.
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