Marketing strategy and SWOT of Yves Saint Laurent
Saint Laurent, also abbreviated as Saint Laurent, is a French luxury fashion business created in 1961 by Yves Saint Laurent and his partner Pierre Berge. The company is one of the world’s most renowned fashion houses, particularly for its contemporary and iconic designs, such as women’s tuxedo jackets. The company currently offers various ready-to-wear products for both men and women, including leather goods, jewellery, and shoes. This blog will explore their marketing strategy for unravelling the mystery of Yves Saint Laurent’s success.
Mission and Vision statements of Yves Saint Laurent.
Mission statement:
Saint Laurent’s principal purpose statement is to assist individuals in dressing to impress by creating an “eternal” style. The business has sought to develop a range of classic fashion pieces that reflect the term “forever” based on this goal statement.
The classic tuxedo for ladies, its varied bag designs, and its trendy men’s apparel line are examples of the brand’s success in producing such things. Regrettably, the brand has lost its attractiveness to its existing consumer base in recent years, either due to the creation of new brands in the hyper-competitive fashion business or because its initial customers who patronised the brand have begun to die off due to old age.
Vision statement:
The vision statement for Yves Saint Laurent Strategic Leadership of Creative Directors is the company’s strategic plan for the future; it specifies what and where the company wishes to be. The Yves Saint Laurent Strategic Leadership of Creative Directors vision statement is a document that identifies the aims of Yves Saint Laurent Strategic Leadership of Creative Directors to facilitate strategic, managerial, and general decision-making processes.
The Yves Saint Laurent Strategic Leadership of Creative Directors mission statement is a public document that describes the values and strategic goals of Yves Saint Laurent Strategic Leadership of Creative Directors. Yves Saint Laurent Strategic Leadership of Creative Directors’ mission statement clearly explains the reason for the organisation’s existence, emphasising the services and goods it provides.
Moreover, the mission statement specifies the organisation’s operational goals for Yves Saint Laurent Strategic Leadership of Creative Directors, the methods used to attain those goals, the target client groups, and the region where the firm works.
Yves Saint Laurent’s positioning strategy.
We will look at a Yves Saint Laurent Instagram post to do this.
PARIS — “One day, my name will appear in gold letters on the Champs-Elysées,” Yves Saint Laurent assured his family when he was 15.
With Yves Saint Laurent’s name synonymous with fashion and France, the “Gold: Les Ors d’Yves Saint Laurent” show, which opens Friday, examines the importance of this precious metal in the late couturier’s work.
While museum director Elsa Janssen, who also acts as curator for this show, was looking through the institution’s reserves, she came up with the idea. “I noticed gold everywhere. “Everything shined – lamé, belts, shoes — it was fantastic,” she recalls.
The exhibition starts with three coats with golden buttons referencing the wool peacoat that launched his 1962 haute couture presentation. According to the curator, decorative gold buttons symbolised Saint Laurent’s wish to “illuminate his wife” despite his dislike of daytime jewellery.
Another trio of gilded statues by Belgian sculptor Johan Creten hangs next to them on the wall. At a preview, the artist noted that these works, from the “Zwam” series and entitled “Glories,” were inspired by the notion of creation, of the divine, and the tempting and deadly dichotomy hidden behind the gloss and glamour of renown.
Whether luxurious in texture and decorative clothes illustrate the couturier’s intention to empower women with bared legs, power suits, or the trappings of masculine grandeur, the concept of a Midas touch comes over the strongest throughout the show.
The “golden scissors” award he received, body casts created in collaboration with sculptor Claude Lalanne in 1969, and the “Champagne” perfume that was later renamed “Yvresse” after lawsuits by France’s Champagne producers. Even hair spun into gold – a braided headdress figuring a Rapunzel-like cascade of blond tresses, as worn by the bride of the Saint Laurent fall 1967 collection.
These considerations lead us to the conclusion that Yves Saint Laurent corresponds to the Lover archetype.
What are our current understandings of this archetype?
Desire: to experience closeness and sensual pleasure.
Aim: to be connected to their job, people, surroundings, and the activities they like.
Strategy: become increasingly appealing – emotionally, physically, and in any other manner.
These are the archetype’s message levels.
Level One: lust, temptation, and falling in love (with an idea, a person, a cause, a product, or work).
Level two is about chasing wonderful romance.
Level Three: measuring your happiness and engaging with those and things you enjoy.
Level Four: spiritual dedication, self-acceptance, and euphoric comprehension.
The Lover archetype is an excellent brand identity:
- Whose function is to assist individuals in finding love or friendship;
- Which business fosters communication, attractiveness, or human proximity or is associated with romance;
- with prices ranging from modest to high;
- if a corporation has marketed it with a sophisticated and intimate organisational culture, as opposed to a vast Hierarchical hierarchy.
It wishes to distinguish itself favourably from lower-cost competitors.
Yves Saint Laurent’s SWOT analysis.
Strengths:
1) Fashion & Design
Saint Laurent’s goods are timeless and legendary because they are long-lasting in style and durability. Slimane’s new image is edgy and rock ‘n’ roll; this is a timeless trend in the luxury fashion industry. Fashion fades, but style endures, as Yves Saint Laurent once stated.
The brand should prioritise remaining on top of its fashionable style by making it distinctive and able to stand out from other luxury fashion firms that may be considered rivals. Saint Laurent is also successful in two key businesses, the fashion and makeup/cosmetic industries. They have built up a firm name for themselves as a brand by selling excellent quality and gorgeous items.
1) Fashion & Design
Saint Laurent’s goods are timeless and legendary because they are long-lasting in style and durability. Slimane’s new image is edgy and rock ‘n’ roll; this is a timeless trend in the luxury fashion industry. Fashion fades, but style endures, as Yves Saint Laurent once stated.
The brand should prioritise remaining on top of its fashionable style by making it distinctive and able to stand out from other luxury fashion firms that may be considered rivals. Saint Laurent is also successful in two key businesses, the fashion and makeup/cosmetic industries. They have built up a strong name for themselves as a brand by selling excellent quality and gorgeous items.
4) M&A’s
The business has made multiple acquisitions, including some of the most well-known fashion firms, such as the Gucci group, a fashion industry powerhouse.
Weaknesses:
1) Brand identity
Saint Laurent relies significantly on their emblem for brand awareness. When a buyer buys from the brand, using YSL and Saint Laurent might need to be clarified. They could focus on marketing the ‘Saint Laurent’ moniker on social media sites like Instagram and Twitter and have different accounts regarding the beauty part of the firm. For items like accessories and cosmetics, the brand should maintain the labelling consistent, so buyers understand the difference between the two.
Compared to other companies, a brand still needs to put its logo on its products, which has hampered its identity. One of the unique actions was not using its emblem on items, although it appears to have harmed the brand compared to competitors.
The company is also in a transition period, with certain key positions.
Opportunities:
1) Brand Recognition
Saint Laurent can accomplish this since vintage apparel is popular among the younger generation, and the company has much to account for with its vintage designs.
Saint Laurent might do a better job of alerting the public about their CSR. Luxurious fashion designers such as Stella McCartney are well-known for employing ethically sourced materials to create ethical apparel. If Saint Laurent was “more open”, it might entice environmentalists to buy its products.
2) Fast growth and its antique collection
The company aims for rapid growth by entering several rising areas, such as Asia. With people’s spending power in Asia improving dramatically, the company’s future seems bright.
The rebirth of its vintage line, which has a more classical appeal and greater depth in design than competitors, will provide the company advantage over its clients when it comes to individuals hunting for unique vintage collections.
3) CSR Initiatives
Given Saint Laurent’s lack of a substantial presence in contributions to CSR activities, the brand might consider adopting steps in social and CSR activities to give its brand identity a new dimension.
Threats:
1) The availability of less expensive brands
Regarding any premium fashion name, high street, cheaper, rip-off labels are a concern because of the substantial price decrease and the convenience of ordering from them. Saint Laurent might cooperate with a high-street retailer to draw more attention to the brand and earn greater public recognition.
2) Evolving customer needs
Because the company produces items in the high-luxury market, it serves significantly fewer clients. The brand should aim to expand its portfolio to remain relevant to the market and competition while still being viable. With its primary revenue centres restricted to the European and American markets, the brand faces the brunt of any economic downturn in these two areas. To tackle this, the firm should strive and spread itself to new markets.
3) Competitors
The brand also faces stiff competition from its parent business, Gucci, which is more recognisable than Saint Laurent. The brand should operate in the direction of strengthening its image and growing brand awareness to gain more excellent recall from the customers.
The market segment Yves Saint Laurent has chosen to target.
In 2009, Yves Saint Laurent released Parisienne, a vinyl-accented contemporary rose, to update their 1983 iconic rose, Paris. Despite the hot Kate Moss advertisement, I don’t think Parisienne ever achieved much momentum with customers.
So now we have My Paris, which is “about vertigo, love that makes you lose your senses” for 2016. The commercial involves a lot of kissing but little writhing, and Crista Cober keeps her clothes on – it brings Mon Paris a bit closer to its roots as a rose and romance scent.
Yet, there are no flowers in the 2016 promotion, which is your first indication that Mon Paris, the juice, is not an updated version of Paris, the juice. A “white chypre” or a fruity flowery chypre with white musk is unique, whatever name you choose. It starts with a lot of fruit (raspberry, strawberry, and pear, as well as bergamot and calone), but the pear takes centre stage, and the whole thing is pretty sheer and watery, so while it’s juicy and berry and sweet, it has that more-clean-than-jammy sense that pear sometimes contributes.
The “chypre” base (three white musks, plus ambrox and reportedly two kinds of patchouli from Indonesia and Guatemala) is similarly clean and pale. While it’s not exceptionally as clean as to smell like detergent, it’s still pretty darn clean. The patchouli, whatever its exotic origins, is the usual molecular fraction that shouldn’t worry anyone.
From it, Yves Saint Laurent is targeting Chardonnays.
Lifestyle and values:
This sector is upbeat and idealistic, and it enjoys being out and about, socialising with friends, and experiencing essential experiences.
Appearance is an essential aspect of their life. Having outstanding fashion contributes much to it.
Chardonnays are ethereal, and they recognise that there is something more significant out there than ourselves. This demographic enjoys learning about diverse cultures and meeting current events worldwide.
They attempt to choose careers that allow them to express themselves. They need to be financially wise and tend to overspend.
The latter indicates that Chardonnays sometimes have to live paycheck to paycheck.
Attitude to shopping:
Chardonnays place a high value on shopping and following current trends.
Chardonnays also enjoy purchasing high-quality products and paying a premium for them.
It is preferable to claim fewer goods but of higher quality.
Chardonnays acknowledge the significance of promotions, such as role models.
Advertisements must be intriguing and engaging for this demographic to pay attention to.
Additional fascinating facts:
They –
like activities that reflect their characteristics;
frequently go to the gym and work out to stay in shape;
are socially active and have excellent knowledge of how to have a good time;
would rather have a vibrant nightlife, such as spending their free time shopping because it makes them feel confident and comfortable;
enjoy shopping because it gives them satisfaction abilities;
keep up to date on issues that are important to them;
would not consider themselves to be environmentally friendly but enjoy time in nature;
prefer to spend the weekend with their family;
are constantly on the lookout for ideal relationships and are heartbroken when those do not work out;
spend a significant portion of their days on the internet.
One of the oldest doughnut and coffee shops is still in great demand due to its excellent product assortment. The study suggests that Krispy Kreme Corporation focuses on its competitive advantages. Due to intense competition in the bread and coffee industries, Yves Saint Laurent must continuously maintain its market share. Second, Yves Saint Laurent’s affordable doughnut and coffee price, appealing branding strategies, and logo are some traits that provide considerable customer value to the market.
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