SAINT LAURENT brand analysis

FASHION HISTORY PROJECT WORK

BY ELEONORA RAGO & GIULIA FAVA

Master Fashion & Luxury Management, 2019/2020

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CONTENTS

COMPANY INFORMATION COMPANY STRUCTURE DESIGNERS PRODUCTÂ CATEGORY LINES COLLABORATIONS LICENCES DISTRIBUTION FLAGSHIP STORES WEBSITE & SOCIAL CHANNELS HISTORY OF THE BRAND

COMPANY INFORMATION

2 TYPE OF COMPANY

SAINT LAURENT -SAS

BRAND LOGO ORIGINAL COUNTRY FOUNDERS FOUNDATION DATE ORIGINAL HEADQUARTER

PARIS, France

Yves Saint Laurent & Pierre Bergè

1961 Paris, France

GROUP CURRENT LOCATION

OFFICES 37-39, RUE DE BELLECHASSE, 75007 PARIS, FRANCE

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COMPANY STRUCTURE

Francesca Bellettini - CEO & President Since July 2013

Laurent Aymard - Chief Financial Officier (CFO) Since 2005

Anthony Vaccarello - Creative Director Since 2016

REVENUES: 2018 -1,7 Billion €, 2019 - 2 Billion

DESIGNERS

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YVES SAINT LAURENT

From 1961 to 2002 Founder of the company. art-addicted. He made the company take off with his "Mondrian collection" ispired by his favorite painter

HEDI SILMANE

From 1996 to 1999 (For Men's RTW) Created the “skinny” look which later helped transform the direction of YSL, which featured a new silhouette for men’s wear pants, leather trench coats and deep v-neck shirts

TOM FORD From 1999 to 2004

Creative mind of the whole part that concerns the prêtà-porter and the perfumes designed by Yves Saint Laurent

STEFANO PILATI From 2004 to 2012

Faithfully reinterpreted "Le Smoking" by Saint Laurent, the Saharan and tulip skirts.

HEDI SILMANE From 2012 to 2016

His rock-and-roll music style, rife with leather jackets, skinny silhouettes, short skirts provided to be an immediate hit and inspired him to revive the house’s couture line.

ANTHONY VACCARELLO From 2016

Sensuality, rock elegance, self-confidence: these are the cornerstones on which the last and current creative director of Saint Laurent

PRODUCT CATEGORY

5 READY TO WEAR BAGS SHOES ACCESSORIES JEWELRY SMALL LEATHER GOODS MAKE-UP

HI-TECH STATIONERY HOMEWEAR SPORT

FRAGRANCES

GIFTING

GROCERY

PET ACCESSORIES

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LINES

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COLLABORATIONS

With musicians like Trevis Scott, Marilin Monroe

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COLLABORATIONS

With famous top models like Kate Moss or Cara Delevigne

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COLLABORATIONS

With famous Brands & artists such as Colette, Everlast, Lomography

10 YNAP (Yoox Net â porter) for distribution; L'Oreal for YSL Beauty Kering eyewear for eyewear production

LICENCES

11 DISTRIBUTION STRATEGY WORLDWIDE DISTRIBUTION in Europe, America, Asia, Africa & Oceania, in the most famous cities

DISTRIBUTION

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DISTRIBUTION

DISTRIBUTION CHANNELS 2 MAIN CHANNELS: RETAIL (DTC): This channel used whan a consumer purchases a Saint Laurent roduct from YSL.com or from Saint Laurent directly operated stores; WHS CHANNEL: this channel includes a retailer as an intermediary between YSL and the consumer. Usually Saint Laurent in this channel cooperates with some partners like: PPR, KERING eyewear and YNAP Group

FORMATS

Saint Laurent utilizes different formats: DOS DEPARTMENT STORES E-COMMERCE STAND ALONE AIRPORTS OUTLETS

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FLAGSHIP STORES

All the SAINT LAURENT's FLAGSHIP STORES are expression of the DNA of the brand: strikingly contemporary. They decide opted for very SPECIAL, POWERFUL, EXTREMELY RELEVANT LOCATIONS. The interiors take inspiration from 1920s ART DECO STYLE, infused with modern touches such as geometric monochrome fittings and shimmering metallic fixtures.

AVENUE MONTAIGNE- Paris since 2013 Designed by Hedi Silmane, the store is near the Champs-Élysées, the art deco-inspired Saint Laurent store features a marble staircase encased by rods of nickel-plated brass.

RIVE DROITE- Paris Since 2019 The space, curated by Anthony Vaccarello, refers to the French maison's contribution to the democratization process of fashion and luxury.

14 Beijin- China Located in the luxury South of China World shopping center. The design of the store is a modern interpretation of the French modernist movement of the early 20th century.

FLAGSHIP STORES

TOKYO- Japan Very luxurious space which has welcomed a collaboration with Los Angeles-based artist Lucia Ribisi, who designed a run of limited-edition Saint Laurent surfboards.

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DUBAI- Arab Emirates The store's aesthetic loosely takes cues from the French modernist movement of the early 20th century, but the store’s palatial dimensions and plush materials overrule any trace of austerity, making the shopping great.

FLAGSHIP STORES

NEW YORK- USA Designed by Hedi Slimane, the store emphasize an idealized version of some really tasteful rock star's mansion, complete with chrome hardware, leather couches and more white marble than an Italian quarry.

16 OFFICIAL WEBSITE: https://www.ysl.com/it/

SOCIAL CHANNELS Instagram Facebook LinkedIn Line WeChat YouTube

WEBSITES & SOCIAL CHANNELS

17 1961

YSL "Haute Couture house" was established

1962

1964 First fragrance "Y"

First collection

1976

Music for the first time in fashion shows

1966 First boutique of "Prèt â porter" & Le Smoking

1978

First cosmetic collection

BRAND HISTORY

18 1993

The group was sold to the pharmaceutical company "Sanofi"

1999

Gucci acquired YSL group.

Tom Ford become new creative director

1996

Hedi Silmane become the new creative director of Men's RTW collection

2004 Tom Fordwas replced  with Stefano Pilati

2002

YSL decided to cease his career

2016

Anthony Vaccarello become new creative director

2012

Hedi Silmane become again new creative director of YSL and he reinvented the label

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BRAND HISTORY

KEY ELEMENT: Yves Saint Laurent revolutionize the women's wardrobe with mens's code, changing the world of fashion.

KEY PRODUCT: Le Smoking (the iconic woman's suit) Yves Saint Laurent: "I want women to have the same basic wardrobe as a men"