Page 4

“WITH A COMPANY that already has such a strong brand in place, the potential risks of such a shift greatly outweigh the benefits. Alienating YSL’s current core customer is a clear risk. I recommend saving changes like this for companies that have fallen into obscurity or disrepair or are wavering in the minds of consumers [which is clearly not the case at YSL]. [The name change also risks eroding the brand’s authentic heritage.] There are very few genuine maisons who can claim the lineage, history and parenthood that YSL can claim — and to literally toss that out is not only blasphemy, but it also completely misunderstands the incredible value that the brand intrinsically holds — a value that goes far beyond any single designer at the helm." - Sara Rotman, founder of MODCo Creative

Saint Laurent Paris: The Reign of Slimane  
Saint Laurent Paris: The Reign of Slimane  

"Saint Laurent Paris: The Reign of Slimane." How the Company's New Head Designer Has Transformed the Brand. Date Completed: March 2014. Brie...

Advertisement