As a brand, two good things to consider are how you're reinforcing your brand and how you're evolving it. By sponsoring a student fashion show and scholarship competition last week, the Scion of Lewisville did both.
In hosting a fashion show, Scion is basically saying that their customers are stylish people. And while Mercedes-Benz is associated with the hi-glam fashion of NY Fashion Week, Scion is linking itself up with indie fashion and it's (young) demographic. They've already said that this one of many shows and there was talk about other cities. Now that's brand evolution.
The competition centered around creating a collection inspired by the Scion brand. It had a lot of entries, all vying for $10,000 in scholarships but only the Top 10 made it to the runway. You can click on the pictures to get a better look.
1: Cesar Arzola