1.

Yves Saint Laurent brand

Yves Saint Laurent YSL (also known as Saint Laurent Paris) is a
luxury fashion house founded by Yves Saint Laurent and his partner,
Pierre Berg. The founder of the brand died in 2008 and the house
produced its last haute couture line in 2002.
Founded in 1961 it has been considered one of the world's most
prominent fashion houses and known for its modern and iconic
pieces, such as its tuxedo jackets for women. Today Saint Laurent
Paris MARKETS a broad range of women's and men's ready-to-wear
products, leather goods, shoes, and jewellery. Yves Saint Laurent
Beauty also has a notable presence in the luxury beauty market,
although this is run independently through L'Oreal Paris that
licenses the name.
During the 1960s and 1970s, the firm popularized fashion trends
such as the beatnik look, safari jackets for men and women, tight
pants and tall, thigh-high boots, including the creation of arguably
the most famous classic tuxedo suit for women in 1966, Le Smoking
suit.
The brand continued to expand in the 1980s and early 1990s with
fragrances for both men and women, having launched its cosmetic
line in 1978.
However, the Yves Saint Laurent name and iconic YSL LOGO have
been retained for accessories such as handbags and shoes, and
cosmetics (which are licensed to L'Oral).
2. Consumer profile
Saint Laurents consumer has changed in recent years due to the reposi- tioning of the brand. The older affluent consumer that signified
elegance was in the age bracket of 35+. However with Slimanes
renovations for the ready- to-wear collections and leather goods it
now appeals to a more youthful market (25-35) mixing the style of
edgy and classy.
The consumer base is global and continuously growing into
emerging mar- kets. Saint Laurent excelled in the Middle East (2012)
and Chinas revenue grew to 24.3% in 2012, this denotes the
growing consumer base overseas. Furthermore, sales were up
14.9% in current markets Europe and Japan, which reflects the
growing local consumer.
The typical Saint Laurent consumer is young and fashion savvy
(Jackson and Shaw, 2009) and place high value in luxury brands to
increase their social status. The niche consumer group is not price
sensitive therefore the inelastic products (Jackson and Shaw, 2009)
generate desirability to the consumer.
However, entry level products (Jackson and Shaw, 2009) such as
cosmet- ics, perfumes and small leather goods are more accessible
to a mass-market.
Saint Laurent Woman

She is a career driven woman working in either law, business or

marketing therefore has disposable income to spend on luxury
products. She is also from a high status but prefers a rocky look
opposed to sophisticated cloth- ing. Her personality is fun and she
appreciates socialising with friends and family at bars, restaurants
and music gigs as well as visiting art galleries for creative
inspiration. Her individual style is reflected in the statement pieces
worn from Saint Laurent such as the leather jacket. With regards to
Maslows Hierarchy of Needs (Posner, 2011) Esteem gives her the
status and sense of achievement she desires.
3. Ideal Customer
The ideal customer for YSL could be anyone, regardless of gender,
who appreciates the French aesthetic and luxury items. This
customer should understand what Yves Saint Laurent meant when
he famously said, Fashion fades, style is eternal (Thinkexist.com).
More specifically, the ideal customer is an individual over the age of
25 with a substantial income that allows them to invest in luxury
fashion. For the cosmetic and fragrance products, the age range for
an ideal customer may also include savvy high school and college
students who appreciate the legacy of the brand. There is no age
cap on the ideal YSL customer as many of the ready-to-wear designs
would look equally as stunning on an 80 year old as on a 30 year
old. The ideal YSL customer either lives or spends a good deal of
time in an urban setting that calls for an occasion to dress to
impress. In prior years, the ideal customer may have been limited to
the capitals of the Western World, but the explosion of the Asian
market has made this limitation null and void. The ideal customer is
an individual who dresses both for their own enjoyment and to
communicate an air of refinement to those around them. The ideal
customer is upper-middle class to upper class and most likely has
some kind of higher education.

4. SWOT ANALISYS
Strength + Opportunity
-Sustainability is inherent in the Kering Group to create value and a
competitive advantage - Improve their CSR policy
The international fashion market is growing in concern for the
ethical and green issues surrounding the industry (Jackson and
Shaw, 2009). The fashion con- sumer is becoming more aware of a
brands CSR policy to understand how socially responsible they are.
Social media exposes unethical behavior such as Nike and Primarks
sweatshops therefore a brand can longer control their transparency.

Consequently being green and ethical can create a profit because of

a positive brand image.
Being a great company is the new brand (Bogusky, 2012).
The Kering group has clearly defined their policies related to CSR in
their company report. Sustainability is inherent in the Kering Group
to create value and a competitive advantage because in todays
marketing, being green can create a profit.
Saint Laurent has recently implemented societal objectives (Wood,
2007) to the business through the new design of the store and the
packaging. Their societal objectives are related to protecting the
environment and being green as listed below.

Packaging such as boxes and shopping bags are made from

100% recyclable materials

LED lighting and heating will improve the energy consumption

With the new store concept, they are recycling furniture and
equipment that is being replaced
However Saint Laurent could improve their CSR against direct
competition like Stella McCartney who is known for ethical
fashion. Thus, they could look to develop their social
responsibility and relations with the public (Wood, 2007). This
may be through supporting charities or encouraging their
employees to dedicate their own time to volunteer.
Weakness + Opportunity
-Not competitive digitally
-Opportunity- Develop digital platforms such as an app
Whilst Saint Laurents have a new website to reflect the
rebranding and they use social media as promotion, they are
not digitally innovative in comparison to competitors such as
Burberry. The Burberry flagship stores are digitally integrated
showrooms and the brand is known for blurring the lines
between physical and digital.
Marketers need to keep abreast of technological
developments if they are to ensure that their business is
delivering the best and fastest decisions. Those who embrace
technology first will enjoy at least a temporarily sustainable
competitive advantage (Jackson and Shaw, 2009).

To improve their competitiveness, Saint Laurent should concentrate

on their mobile marketing (Woods, 2007) due to the growing
population who own a smartphone. They could create an app for the
ready-to-wear collections and leather goods to support customer

acquisition and retention (Chaffey and Ellis-Chadwick (2012).

Furthermore they may look to offer live-chat online to have direct
communi- cation (Posner, 2011) with the consumer. The
communication process (Kotler et al, 2001) is important between
the brand and its consumer to ensure the right message is
delivered.
Strength + Threat
-Permanent collection are long lasting trends
-New rock n roll image is very on trend now but could it date?
The permanent collection for Saint Laurent mainly consists of
leather products that are timeless and not affected by seasonal
trends thus profitable for them. The renovated rock n roll image for
the brand re- flected in their permanent collection is currently on
trend in the luxury market. The Autumn/Winter 12/13 catwalk was
high on gothic glamour (Hitchings, 2012). Indirect competitors
(Worth, 2013) such as Dior, Valentino and Celine who usually
embrace a sophisticated style adopted a black leather look. As well
as direct competitors (Worth, 2013) with the likes of Gucci,
Givenchy, Mulberry and Michael Kors. Sudden fads can emerge in
the mass market and be short-lived (Jackson and Shaw, 2009), thus
it is important for Saint Laurent to address individualism to their
edgy look to ensure it is a classic trend
in the lifecycle of a fashion trend (Posner, 2011). The artisan
quality of Saint Laurent products could distinguish it from the mass
market (Jackson and Shaw, 2009).
Weakness + Threat
-Branding is unclear
-New competitors entering the market
Using both Yves Saint Laurent and Saint Laurent Paris is a
confusing strategy for most consumers (Ries, 2012).
The rebranding of Saint Laurent was not communicated adequately.
This is confusing for the consum- er because the logo varies at
different brand touch points (Davis and Dunn, 2002). They should
look to carry out Saint Laurent Paris through their digital platforms
such as their web URL, Facebook and Twitter. For products that will
keep the YSL logo such as handbags and cosmetics, it is essential
that the consumer understand the different brand names. The
supporting image denotes a menswear t-shirt with the label Saint
Laurent Paris, yet the logo YSL. Consequently this delivers an
inconsistent brand message and could weaken their brand equity
(Jackson and Shaw, 2009).

With the threat of new competitors it is fundamental for the

company to address this tangible feature to create a strong brand
message, which will differentiate Saint Laurent from competition.

https://chloestudd.files.wordpress.com/2013/10/saintlaurentparisbrie
ffinalpdf.pdf
https://moriahkathleen.files.wordpress.com/2012/01/binder2.pdf Brand analysis

Marketing Analysis 4Ps

Product
As luxury items, YSL products serve two purposes for the customer.
First, they serve a practical use. Whether the specific product is a
coat, shoe, or fragrance it is able to meet the need of a customer.
However, YSL products provide something more to customers.
Whether a customer is seeking a status symbol or they truly love
the finer aesthetic of high-end design, the YSL product can fulfill this
desire. YSL products are branded as luxury items that can appeal to
any member of the global community with a taste for the finer
things in life. YSL differentiates itself from its competition as the sole
French luxury brand within the Gucci Group.
Price
The buyers of YSL understand it as a luxury brand. Therefore, they
expect to pay a high price for the product. Within the luxury fashion
world price points can vary, as the customers of such brands are not
very price sensitive. However, luxury price points for apparel, shoes,
and handbags tend to start around the $1000 mark. YSL is in line
with their competitors as their average dress is around $1,900 and
their average womans high heel around $1000 with flats at a little
under $500 (YSL.com, Shoes). YSL fragrances and cosmetics come
with a smaller price tag with a small bottle of Opium Perfume
costing only $57 (YSL.com, Opium). While ready-to-wear customers
are likely to also purchase YSL fragrances and cosmetics, there are
also more price sensitive customers who purchase these items to
get a bit of the YSL brand in their home.
Promotion

As the target market for a luxury brand like YSL is relatively small, it
is in the brands best interest to focus promotion efforts in medias
that the luxury group is attune to. Of course, this includes full-page
advertisements in fashion publications such as Vogue, W, and Elle.
Other traditional media such as television or radio commercials are
not as effective with this type of brand. Billboards in large
metropolitan areas like New York or London can be effective.
However, the rise of the Internet and social media is an excellent
promotion tool for luxury brands. YSL can promote itself both
through its own website, Facebook, and Twitter pages as well as
through good word of mouth spread by bloggers and other social
media users. Style.coms galleries of ready-to-wear collections
available immediately after the shows are one of YSLs greatest
means to promote the brand without any additional expense to the
PPR Corporation.
Place
Before the Internet, YSL customers would have to trek to
metropolitan areas with either an YSL boutique or a luxury
department store. While these stores are still crucial to the success
of the brand, the Internet has allowed YSL to open to a worldwide
audience who can purchase YSL products at home. In turn, this has
helped YSL become increasingly popular as a global brand and the
company has seen great growth in Asia and the Middle East with
35% of PPRs Luxury Groups revenues in 2010 coming from
emerging markets which is a 20.3% growth since 2009 (Inextenso,
p. 9). Because of this marked growth, YSL should continue opening
more retail stores in these regions with emerging markets.

FASHION FADES. STYLE IS ETERNAL.

Sample perfume
-easier access to the product
- closer relation with the product
- makes you just want to go in the store and buy it

Brand LOGO
The original logotype of YSL, often CREDITED

as one of the most iconic in

fashion industry, was designed by the famous Ukrainian-French artist and font
designer A. M. Cassandre in 1963. It contained the companys name, Yves
Saint Laurent, in a very fashionable and stylistic manner.
The current version of the YSL logo was unveiled in July 2012 to a lukewarm
response. Although notable for discarding Yves from the brand name, as
well as the ADDITION of Paris below it, the logo was criticized by design
experts and fans alike for being too generic and unimaginative.
Colors of the YSL Logo
The white color represents the charm and purity of the YSL brand while the
black color reflects its sophistication and ELEGANCE .

Brands history with perfumes

Cosmetics and perfumes have long been included in the designer's

offerings. The house's first fragrance, Y for women, was launched in
1964. Y and several other launches by YSL, including Rive Gauche
(1970), Opium (1977), men's scent Kourous (1981), and Paris (1983)
have become modern classics of the perfume world and remain bestsellers. The company continues to earn new fans with contemporary
releases such as Baby Doll (2000), Elle (2007) and La Nuit de l'Homme
(2009). YSL offers fragrances in conjunction with L'Oreal Group.
Designer Yves Saint Laurent has 144 perfumes in our fragrance base.
The earliest edition was created in 1964 and the newest is from 2015.
Yves Saint Laurent fragrances were made in collaboration with
perfumers Karine Dubreuil, Jean Amic, Ralf Schwieger, Cecile Matton,
Jacques Cavallier, Olivier Cresp, Jean-Claude Ellena, Jean-Francois
Latty, Pierre Bourdon, Annick Menardo, Michel Girard, Olivier Pescheux,
Anne Flipo, Pierre Wargnye, Dominique Ropion, Olivier Polge, Carlos
Benaim, Juliette Karagueuzoglou, Alberto Morillas, Loc Dong, Honorine
Blanc, Nathalie Lorson, Marie Salamagne, Jean-Louis Sieuzac,
Amandine Marie, Sophia Grojsman, Laurent Bruyere, Sophie Labbe
and Daniela ROCHE ) Andrier.

BLACK OPIUM Official Statements

FASCINATING AND FORBIDDEN.
SHE WANTS IT. SHES GONNA GET IT BACK. WHO COULD POSSIBLY
STOP HER? BOUNDLESS AND CAREFREE. SHE DEFIES ALL THE
RULES. HIGHLY ADDICTIVE AND SULFUROUS, BLACK OPIUM IS MUCH
MORE THAN JUST A PERFUME. AN EXCEPTIONAL ADVENTURE, FOR
THOSE WHO SIMPLY WONT WAIT FOR LIFE TO HAPPEN. FOR THOSE
WHO DARE MAKE THINGS HAPPEN, FOR THOSE WHO DARE

BREAKING THE RULES. WHO GET WHAT THEY WANT.

THEINSPIRATION
Amodern,young&vibrantinterpretationofaddiction.BLACKOPIUM,
afragrancelikeashotofadrenalin,thenecessaryenergyforalifemore
&moreintense.
THEPERSONALITY
Assertiveandunique,theBLACKOPIUMwomanembodiesthenew
YvesSaintLaurentspirit.Freeandselfconfident,sheexpressesa
femininityglamourousyetimpertinent.Alwayssearchingfornew
experiences,nothingwillstopher.
THEBOTTLE
Moreirresistiblethanever,theBLACKOPIUMbottleisreinventedinan
unconditionallyrockdecor,absolutelyfeminine.Theblackglitterfinish
electrifiestheintenseblacklacquerandrevealsablazingringofburning
femininity

EddieCampbell
Withagrandmotherwhowasamodelandamotherasfashioneditorat
VogueUK,styleisinthefamilyDNA.
Fromtheverybeginning,manyphotographerswereattractedbyher
presenceandyoungBritishstyle:spottedbyLucindaChambersin2009,
MarioTestinocapturedherimageforaYoungLondonfeaturefor
VogueUK,StevenMeiselmanytimesforVogueItalia,butalsofor
Gentlewoman,ID,andmore.Inmagazinesoroncatwalks,shelendsher
imagetothemostprestigiousfashionhouses.
MorethanaBeauty,Campbelliselegant,rocknroll,cultivatedandfull
ofhumor.ShegraduatedinarthistoryfromtheCourtauldInstituteofArt
andin2007shewontheGloriousGoodwood,thefirstallladieshorse
race.In2013,shecutherlongfairlocksforshortinkblackshag,far
fromstereotypes.Laterintheyear,shewascrownedModeloftheYear
bytheBritishFashionAwards.
HerfameenableshertospreadthewordaboutTheReadingAgency.She
alsosupportstheorganizationsMyvoiceUKprogram,whichcreates
readingandwritingexperiencesforandbyyoungpeople.

OPIUM1977

Naming and theme[edit]

Opium caused a stir with its controversial name and brought
accusations that brand designer Yves Saint Laurent was
condoning drug use.[5] In the United States, a group of Chinese
Americans demanded a change of the name and a public apology
from Saint Laurent for "his insensitivity to Chinese history and
Chinese American concerns." They formed a committee called the
American Coalition Against Opium and Drug Abuse, which
expressed outrage at the choice of a name representing "a
menace that destroyed many lives in China."[6] But such
controversies rather helped the perfume to be well-publicized,
which soon became a best-selling scent.[4] For its launch party in
1977, a tall ship Peking was rented from the South Street Seaport
Museum in New York's East Harbor, and writer Truman Capote sat
at the helm of the ship at the party.[4] The ship was draped with
banners of GOLD , red, and purple, and the Oriental theme was
displayed with a thousand-pound bronze statue of the Buddha,
decorated with white cattleya orchids.[4] YSL CARRIED the
Oriental theme into its packaging design as wellthe red plastic
container holding the perfume's glass vial, designed by Pierre
Dinand,[7][2] was inspired by inro (, ), the small
Japanese lacquered cases that were worn under kimonos and held
perfumes, herbs and medicines.[8]
Opium, Lilac Perfume Oil and White Musk from The Body Shop,
Juniper Breeze from Bath & Body Works and Royal Secret formerly
Germaine Monteil were among the perfumes tested in 2003 in a
study of the relationship of scents to memory.[9]
?

Ad campaign controversy[edit]

A poster advertising campaign for the perfume caused another

controversy in October and November 2000. It featured the model
Sophie Dahl lying on her back wearing only a pair of stiletto heels,
seemingly in the throes of ecstasy, with her legs spread apart as
she covers one of her nipples with her hand.[10] This ad compaign,
photographed by Steven Meisel, was widely seen in print ads and
posters in bus shelters in many countries. It won an award in
Spain[11] but generated an uproar in other places, particularly in the
United Kingdom. The British Advertising Standards Authority
received more than 700 complaints from the public, and ordered
the posters to be withdrawn on the grounds that they were too
sexually suggestive, degrading to women, and likely to cause
"serious or widespread offence".[12][13] American journalist Susan
Faludi argued that certain perfume ad campaigns pushed
"idealization of weak yielding women" to the extreme, CITING the
Opium advertisement as a primary example.[14]