MIKI XÚ KIKI McCALLA SPRING/SUMMER 2017
HISTORY •
Yves Saint Laurent is the namesake brand of European designer Yves Henri Donat Matthieu Saint Laurent.
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Inspired by a meeting with the editor of French Vogue, Michael de Brunhoff, he enrolled in the Chambre Syndicale de la Couture where his talent grew and he gained quick notoriety for his dresses.
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de Brunhoff was so impressed with his work, that he introduced Yves to a colleague of his, Christian Dior.
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After a falling out with the famed dress couturier, Laurent created his famous namesake brand in 1961.
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During their earlier years YSL popularized trends like the Le Smoking suit, a woman’s attire.
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In 1999, Gucci brought YSL and the prét-a-porter line was handed to Tom Ford till he left in 2004.
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As of today the brand’s revenue totals at $1.21 billion and they have stores in five out of the seven continents.
BRANDING
PACKAGING
TARGET MARKET • Men and women aged 20-35 • High disposable income • Confident personality • Fashionable • Prefers modern, edgy clothing over a classic style • Value freedom and art • Interested by rock music and its culture • Purchases luxury and premium brands to express or increase their social status • Embrace other cultures
CONSUMER ANALYSIS Age
Since the rebranding of the company the core consumer is now aged between 25-35 years old. Saint Laurent may however still receive custom from previous loyal customers aged between 35- 50.
Occupation
The typical Saint Laurent customer works in the city. She works high up in the fashion industry, HQ managerial position of buying or marketing. She may additionally work in the law or finance industry. The demand for SLP from the Asian market is vast, thus the brand may also see custom in terms of foreign students.
Personality
Edgy, rock and roll inspire cool rebellion, youthful approach to fashion. LA grunge, whilst incorporating a sexy glamour of high and luxury. Not afraid o break the rules, mixing up tight leather dresses with oversized checked shirts and risky biker boots.
Interests & hobbies
Of course her foremost interest is fashion. The Saint Laurent consumer appreciates social media and wouldn’t be without her smart phone, accessing Twitter, Facebook, Instagram and Pinterest regularly. Ensuring she is current with the latest trends, she reads high end, glossy magazines such as Vogue and Elle, whilst entertaining herself with relevant fashion blogs.
Lifestyle
The Saint Laurent consumer is seen as an ‘innovator’. “They are younger and very social according to Rogers, and they come from wealthier backgrounds” . The lifestyle is superior in comparison to other typical females of her age, enjoying regular fashion trips to luxurious stores.
Strengths: ü The new “rock & roll” brand identity ü Particularly succeed in leather goods ü Everlasting trend :“Les Smoking Collection” Weaknesses: ü Left name confusion amongst consumers. ü Lack of digital marketing. Opportunities: ü Digital innovations ü Develop a “multi-segment brand” approach, such as Burberry with “Prorsum”, “London” and “Brit” ü Continue expand oversea markets Threats: ü The “rock & roll” rebranding strategy is still not stable, require more specific trend forecasting and strategic analysis. ü The fierce competition in luxury industry.
SWOT ANALYSIS
COMPETITORS Within the Gucci Group
LVMH
Others
PRODUCT CATEGORIES
FLOOR PLAN ***Flagship shop in Milan designed by Hedi Slimane
WINDOW DISPLAY
STORE VISUALS
CURRENT COLLECTION
CURRENT AD CAMPAIGN
PRICING STRATEGY Range: $400 (a classic v-neck tee made with 100% silk) to $4,500 (a classic black trench coat made with 100% goatskin) Pricing Strategies: ü Permanent classic styles will continue to be marked up twice a year by 4% to 10% based on sales performance and competitor’s pricing strategies ü The pricing for next collection will raise 3% on average. Conclusion: Affordability for the targeted consumers isn’t a problem. The self-aspiring consumer, with less disposable income, will be able to afford entry-level products (Saint Laurent pumps at $800) and regard it as a one off purchase.
FOR
Store: Saks Fifth Avenue No. of Locations: 6 Locations: • Atlanta, Georgia • New York, New York • Beverly Hills, California • Dallas, Texas • Miami, Florida • Las Vegas, Nevada
6 MONTH PLAN
Sac De Jour Baby Leather Tote
Monogram Leather Tassel Clutch
Monogram Grained Matelasse Leather Tote
Emmanuelle Medium Fringed Bucket Bag
$2,650.00
$1,550.00
$2,550.00
$2,690.00
HANDBAGS – CLASSIC STYLES
Jan Studded Leather Double-Strap Sandals $895.00
Leather Booties $895.00
Paris Skinny Leather Pumps
Paris Fringed Suede Booties
$595.00
$995.00
HANDBAGS – CLASSIC STYLES
FOR
FEBRUARY ASSORTMENT PLAN
Jen Medium Studded Leather Drawstring Crossbody Bag $1,650.00
Monogram Fringed Leather Tote $1,150.00
Small Camouflage Fringed Emmanuelle Bucket Bag $1,190.00
HANDBAGS – SEASONAL STYLES
Monogram Glittered Envelope Chain Wallet $1,275.00
Candy Satin Wedge Platform Sandals
Paris Skinny Denim Pumps
Studded Leather Sandals
$895.00
$645.00
$895.00
SHOES – SEASONAL STYLES
Court Classic Suede Fringe High-Top Sneakers $795.00
FOR
APRIL ASSORTMENT PLAN
Monogram Small Prairie Print Leather Chain Crossbody Bag $1,790.00
Baby Sac De Jour Grained Leather $2,650.00
Helena Small Fringed Palm Tree Textile & Leather Bucket Bag $1,650.00
HANDBAGS – SEASONAL STYLES
Striped Canvas Beach Tote $795.00
Studded Festival Boots $695.00
Court Classic Metallic & Leather Star Sneakers $645.00
Candy Glittered Suede Platform Wedge Sandals $895.00
SHOES – SEASONAL STYLES
Babies Leather Sandals $895.00
FOR
JUNE ASSORTMENT PLAN
1. http://www.vogue.co.uk/news/2012/06/21/yvessaint-laurent-renamed---saint-laurent-paris 2. http://www.biography.com/people/yves-saintlaurent-9469669#early-years 3. https://zady.com/features/designer-history-yvessaint-laurent 4. http://www.fubiz.net/en/2014/10/10/saint-laurentstore-designed-by-hedi-slimane/ 5. http://sheiswiththebrand.com/fashionbusiness/saintlaurent-rebranding-success/ 6. https://en.wikipedia.org/wiki/Yves_Saint_Laurent_(br and)