Final Major Project - Saint Laurent

SAINTLAURENT: TheFutureofLuxury

FashionandDigitalConsumerism

BA(Hons)FashionMarketingYear3

FinalMajorProject

UnitLeader:AnthonyMcGrath

RoseForrester

ACKNOWLEDGMENTS

I would like to express my sincere gratitude to all those who have contributed to the completion of my final major project.

First and foremost, I am deeply thankful to my project supervisor Anthony McGrath and Louise Trainor for their invaluable guidance, support, and encouragement throughout this journey. Their expertise, constructive feedback, and unwavering commitment have been instrumental in shaping the direction and quality of this project. I am also indebted to the London College of Fashion for providing the necessary resources, facilities, and academic environment conducive to research and creative exploration. I extend my heartfelt appreciation to Alexandra Watson, my friends and classmates who have offered their assistance, feedback, and moral support during challenging times. Your camaraderie and encouragement have been a source of strength and inspiration.

I am grateful to my family for their unconditional love, understanding, and patience throughout my academic pursuits Their unwavering support and encouragement have been the cornerstone of my success. Last but not least, I would like to acknowledge the contributions of all the individuals, organizations, and resources that have influenced and enriched my project in various ways.

Thank you all for being part of this journey and for your invaluable contributions to the realisation of my Final Major Project.

Sincerely,

Rose Forrester

EXECUTIVESUMMARY

YvesSaintLaurent(YSL)hasarichlegacyofcreativity,innovation,andluxuryinthefashionindustry.Tomaintainitspositionasaleadingglobalfashionbrandandreviveitsimageinthedigitalage, YSL must embrace digital fashion initiatives that resonate with modern consumers and differentiate the brand from competitors. This executive summary outlines key strategies for YSL to implementadigitalfashionstrategyeffectivelyandgainacompetitiveadvantageinthemarket.

YSL, renowned for its innovation and luxury, has a rich heritage in the fashion industry. However, in recent years, the brand has faced challenges in maintaining its relevance amidst shifting consumerpreferencesandgrowingsustainabilityconcerns.MarketanalysisrevealsthatYSLhasanopportunitytoleveragetechnologyandsustainabilitytoreinvigorateitsbrandidentityand appeal to modern consumers. The proposal suggests integrating AI digital fashion into YSL's strategy to enhance its brand image and address sustainability issues. AI digital fashion offers innovativesolutionssuchasvirtualtry-onexperiences,personalizedstylingrecommendations,andvirtualfashionshows,whichalignwithYSL'slegacyofcreativityandinnovation.Byembracing AIdigitalfashion,YSLcandifferentiateitselfinthemarket,attracttech-savvyconsumers,andcreateimmersivebrandexperiences.

SustainabilityIntegration:InadditiontoleveragingAIdigitalfashion,YSLshouldprioritizesustainabilityinitiativesacrossitsoperations.Thisincludesadoptingeco-friendlymaterials,implementing circularfashionpractices,andreducinggreenhousegasemissionsthroughoutthesupplychain.Byaligningitsbrandwithsustainabilityvalues,YSLcanappealtosociallyconsciousconsumers andpositionitselfasaleaderinethicalfashion.

In conclusion, integrating AI digital fashion and sustainability initiatives presents a compelling opportunity for YSL to revitalize its brand and strengthen its market position. By embracing innovationandsustainability,YSLcanappealtoanewgenerationofconsumerswhilestayingtruetoitslegacyofluxuryandcreativity.

ThisexecutivesummaryoutlinesastrategicroadmapforYSLtonavigatetheevolvingfashionlandscapesuccessfullyandemergeasaleaderinthedigitalagewhilechampioningsustainability.

BrandOverview

Challenge

ValueProposition

CampaignAims

CampaignsObjectives

MarketSize&Growth

CompetitorAnalysis

Porter's5Forces

BrandPositioning

DemandTrend&Drivers

ConsumerTrendCanvas

DevelopmentPlan

ConceptMock-Ups

PrimaryResearch

CommunicationStrategy

GANTTChart

BudgetPlan

PressPack

BrandIdentity

BrandPersonality&Architecture

ConceptProposal

Ansoff Matrix

RACEModel

ConsumerInsightResearch

TargetConsumerPenPortraits

EthicalConsiderations Risks FutureOpportunities

BRANDOVERVIEW

Saint Laurent, formerly Yves Saint Laurent (Forbes, 2012), is a prominent luxury fashion house that pioneered in womenswearbychallengingconventionswithinnovativeandtimelessdesigns.YvesSaintLaurent,thebrand'screator and designer founded the house in 1961 after revolutionising the fashion world in the 1960s. Most notably with the creationofthefirsttuxedosuitforwomen,knownasLeSmoking(MuséeYvesSaintLaurentParis,2020),aswellasthe widespreadadoptionofwomen'strousersforanyoccasion.Hebecameoneoftheworld'smosteminentandacclaimed fashion designers at the age of 25 (Rawsthorn, 1996). His name and couture house soon became synonymous with ingenuity modernityandfeminineelegance WithParisian-inspired,refined,anddaringrunwaycollections,thefashion powerhouseswiftlybecameinfluentialbybeingthefirsttochallengegendernormsandempoweringwomen:theideal symbolfortheindependent,self-assuredwoman

Following the death of the designer in 2008, Hedi Slimane was appointed creative director in 2012, redesigning the house's distinctive logo and name in an effort to revive the brand and attract a different, wider consumer group. Slimane's introduction of a younger, edgier, more rock n 'roll and risque look marked a clear transition in the brand's direction. Despite initial criticism, "Saint Laurent has seen exceptional success since the 2012 rebranding" (Goodale, 2023), keeping the couture house current and on-trend once more. Since Slimane's departure in 2016, Anthony VaccarellohastakenoverasSaintLaurent'screativedirector.Otherthaneffectivelyreinforcingthebrandmessageto its consumers with " a seasonless strategy favouring evolution over revolution" (Business of Fashion, 2022) the brand hasundergonenosubstantialchanges.

SaintLaurentdistributeswomenswear menswear,accessories,leatherproducts,andjewelleryasof2023 Thebrand hasexperiencedaremarkableincreaseinprofitinrecentyears,withover239storesgloballyand€3,300millioninyearly sales (Kering, 2023) In 2022, "Saint Laurent had an outstanding quarter, with sales up 30 percent" (Vogue Business, 2022),surpassingitsmostprofitablesisterbrand,Gucci,forthefirsttime,andisexpectedtocontinuegrowing

CHALLENGE

YvesSaintLaurent,anillustriousfashionhousewithastoriedhistoryofinnovationandavant-gardedesign,currentlyfindsitself facing a critical challenge stemming from a perceived stagnation in its creative trajectory. The brand, renowned for its groundbreakingcontributionstothefashionlandscape,mustconfronttheimperativeofrevitalizingitsidentitytoremainrelevantin anever-evolvingindustry

Theconspicuousabsenceofpioneeringandavant-gardepropositionsinrecentcollectionshasledtoadiscernibledivergence fromthebrand'shistoricallytrailblazinglegacy.Thisdearthofinnovation,whilerootedinanappreciationfortimelesselegance,risks renderingYvesSaintLaurent'saestheticstaticinthefaceofanindustrythatthrivesondynamicevolutionandprogressivedesign. Onesalientconsequenceofthiscreativeplateauisapotentialdisconnectionwithacontemporaryconsumerbaseincreasingly drawntonovelexpressionsofstyleandapenchantforexperimentation.Inanerawherefashionisnotmerelyanexpressionof luxury but a conduit for cultural dialogue and self-expression, Yves Saint Laurent's current trajectory may compromise its resonancewithayounger,discerningaudienceseekingbrandsthatmirrortheirevolvingtastesandvalues(Dhiman,2023).

Toaddressthischallenge,astrategicimperativearisesforYvesSaintLaurenttoembarkonareinvigoratedcreativejourney,one thatespousesanewpropositiongroundedinavant-gardesensibilitiesandvisionarydesign.Thisrejuvenationshouldbeguidedby ameticulousblendofthebrand'sstoriedheritageandaprogressive,forward-thinkingapproachthatresonateswiththetoday’s consumers(Charlee,2023)

Successful rejuvenation necessitates a recalibration of the design philosophy, incorporating elements of experimentation, boundary-pushingconcepts,andaheightenedemphasisontechnologicalintegrationwererelevant Collaborativeventureswith emerging talents or established innovators within the industry could inject fresh perspectives, invigorating the brand with a renewed spirit of creativity (Aquino, 2011) Moreover, a comprehensive communication strategy must accompany this revitalization,articulatingthebrand'scommitmenttoadynamic,contemporaryvisionwhilesimultaneouslyhonoringitslegacy.This narrativeshouldnotonlymanifestinthedesignethosbutalsopermeatemarketingcampaigns,runwaypresentations,anddigital platforms,ensuringacohesiveandcompellingnarrativethatresonateswithbothloyalpatronsandanewgenerationoffashion enthusiasts(May,2019).

Inconclusion,thechallengefacingYvesSaintLaurentisbothanopportunityandacalltoaction.Byembracinganewproposition groundedininnovationandavant-gardedesign,thebrandcannavigatethiscriticaljuncture,reclaimitsstatusasavanguardof fashion,andsecureitsrelevanceinalandscapethatdemandscontinuousevolutionandvisionarycreativity.

VALUEPROPOSITION

Inresponsetoevolvingconsumerpreferencesandtechnologicaladvancements,YvesSaintLaurentendeavorstoredefinetheluxuryfashionexperiencebyintroducingapioneeringmarketingvalueproposition:theintegrationofartificialintelligence(AI) technologytofacilitatethecreationofpersonalized,bespokegarmentsforitsesteemedclientele Atthecoreofthispropositionliestheprincipleofempowermentthroughcustomization,whereinYvesSaintLaurent'sdiscerningcustomersareafforded unparalleled freedom to actualize their sartorial visions with precision and creativity. Leveraging cutting-edge AI algorithms and intuitive design interfaces, the brand empowers individuals to embark on a transformative journey of self-expression, transcendingtraditionalconstraintsofoff-the-rackfashiontocurategarmentsthatreflecttheiruniquetastes,preferences,andidentities.CentraltothispropositionistheseamlessintegrationofAI-drivendesigntoolswithinthebrand'sdigitalecosystem, therebydemocratizingthecreativeprocessandfosteringasymbioticrelationshipbetweentechnologyandcraftsmanship.Throughanintuitiveanduser-friendlyplatform,customersareinvitedtoengageinanimmersivedesignexperience whereinthey canexperimentwithanextensivearrayoffabrics,colors,silhouettes,andembellishmentstobringtheirsartorialaspirationstolife (Harreis&Te, 2023).

Furthermore theAI-drivencustomizationplatformservesasaconduitforcollaborationandco-creation,facilitatingmeaningfulinteractionsbetweenclientsandYvesSaintLaurent'sesteemedartisansanddesigners.Guidedbyasharedcommitmentto excellenceandinnovation,thiscollaborativeexchangeensuresthateachbespokecreationembodiesthemeticulousattentiontodetailanduncompromisingqualitysynonymouswiththeYvesSaintLaurentlegacy.

Inadditiontofosteringasenseofindividualityandself-expression,thisinnovativepropositionheraldsaparadigmshiftinthetraditionalretailexperience,transcendinggeographicalboundariesandtemporalconstraintstoofferatrulyimmersiveand personalizedjourneyforcustomersworldwide.Whetheraccessedthroughthebrand'sonlineplatformorimmersiveretailenvironments,theAI-drivencustomizationexperiencetranscendsconventionallimitations,enablingindividualstoembarkona transformativevoyageofself-discoveryandcreativeexploration(Koullias,2023)

Crucially,themarketingvaluepropositionencapsulatesYvesSaintLaurent'sunwaveringcommitmenttoinnovation,craftsmanship,andcustomer-centricity,positioningthebrandatthevanguardofluxuryfashioninthedigitalage Byharnessingthe transformativepotentialofAItechnologytoempowerindividualstocreategarmentsthatresonatewiththeiruniquesenseofstyleandidentity,YvesSaintLaurentreaffirmsitsstatusasabeaconofcreativity,sophistication,andtimelesseleganceinthe globalfashionlandscape(Roberts,2023)

CAMPAIGNAIMS

Increasebrandawarenessandrelevancethroughartification in both fashon and.technological industries

Barriertoentryforcompetitorsintoluxurydigitalfashionbybreakinginanewmarket

Acquirecustomersfromadifferentkeymarketsegment

Increasesalesandcompanyprofitsthroughthelaunchofnewproduct/service Collaboration opportunities

CAMPAIGNSOBJECTIVES

IInreactiontothechangingdynamicsoftheluxuryapparelindustry,YvesSaintLaurentlaunchesaground-breakingmarketingstrategyfocusedontargetingayoungerpopulationwhilemaintainingitstraditionalconsumerbase The campaigncentresonthelaunchofaninteractiveAIcustomisationconcept,whicheffortlesslyblendsinnovationandpersonalisationtoincreasebrandawarenessandsales.

TargetAudienceExpansion:

Objective: Expandanddiversifyyourconsumerbasebyfocusingonayoungerdemographicwhileretainingexistingcustomers.

Strategy: UseAIcustomisationtoappealtothetech-savvysensibilitiesoftheyoungergeneration,positioningYvesSaintLaurentasabrandthatrespondstocontemporarydesireswhilemaintainingitsclassicelegance.

InteractiveBrandExperience:

Objective:Enhancecustomerengagementandinteractionwiththebrandthroughapersonalizedandinteractivedesignjourney.

Strategy:DevelopanintuitiveAI-drivencustomizationplatformthatseamlesslyintegratesintoYvesSaintLaurent'sdigitalecosystem,offeringusersacaptivatinganduser-friendlyinterfacetoexperimentwithdesigns, materials,andstyles.Fosterasenseofco-creationbyencouragingcustomerstosharetheiruniquecreationsonsocialmediaplatforms.

Objective:CommunicateaharmoniousblendofYvesSaintLaurent'srichheritageandinnovativeprowess,reinforcingthebrand'sauthenticity

Strategy:Incorporateelementsofthebrand'siconicdesignsandhistoricalsignificancewithintheAIcustomizationoptions EmphasizethenarrativethatYvesSaintLaurent'slegacyofcraftsmanshipisnotonlypreservedbut alsoelevatedthroughtheintegrationofcutting-edgetechnology.

OmnichannelConsistency:

Objective:Ensureacohesiveandseamlessbrandexperienceacrossvarioustouchpoints,includingonlineplatformsandphysicalstores.

Strategy:ImplementtheAIcustomizationfeaturebothinYvesSaintLaurent'sdigitalstorefrontandselectflagshipstores,offeringcustomerstheflexibilitytoengagewiththebrandontheirpreferredchannels.Uniformityin thecustomizationexperiencereinforcesthebrand'scommitmenttoexcellenceandaccessibility.

SocialMediaAmplification:3.

Objective:Leveragesocialmediaplatformsasacatalystfororganicbrandawarenessanduser-generatedcontent.

Strategy:LaunchastrategicsocialmediacampaignthatencouragesuserstosharetheirAI-customizedYvesSaintLaurentcreations,accompaniedbybrandedhashtags.Utilizeinfluencersandbrandambassadorstofurther amplifythereachandimpactofthecampaign.

MeasurableMetricsandAnalytics:4.

Objective:Establishquantifiablemetricstoevaluatethesuccessandimpactofthemarketingcampaign.

Strategy:Monitorkeyperformanceindicators(KPIs)suchasengagementrates,socialmediamentions,conversionrates,andthenumberofAI-customizedorders Utilizeanalyticstoolstogaininsightsintocustomerbehavior, preferences,andtheoveralleffectivenessofthecampaign

Throughthemeticulousexecutionoftheseobjectives,YvesSaintLaurentaimstopositionitselfasaforward-thinking,inclusive,andtechnologicallyadeptluxurybrand,capableofresonatingwithbothitstraditionalcustomerbaseand thediscerningtastesofayounger,digitally-orienteddemographic.Thismultifacetedapproachnotonlyfortifiesbrandawarenessbutalsolaysthegroundworkforsustainedgrowthinsalesandmarketrelevance.

SMARTOBJECTIVES

Achieve30%moretrafficonallchannelswithinthefirstquarter

Achieve60%moretrafficonapplicationwithinfirstyear

Acquire200,000newonlinecustomerswithinfirstquarter

Increaseaveragespendingperconsumerof£700ononlinegarmentsand£1,500onoffline garmentswithinfirstyear

Increasemulti-channelactivityandconsumerengagementby30%

BRANDIDENTITY

Yves Saint Laurent, the esteemed fashion house, epitomizes sophistication, innovation, and timeless elegance within the realm of haute couture and ready-to-wear apparel. Established by the iconic French designer Yves Saint Laurent in 1961, the brand swiftly ascended to global prominence, revolutionizing the fashionlandscapewithitspioneeringdesignsandavant-gardesensibilities(Cainos,2015).

At the heart of Yves Saint Laurent's brand identity lies a commitment to redefining traditional notions of luxury and style. Characterized by a fusion of boldness and refinement, the brand consistently imbues its creations with a sense of daring creativity while maintaining an unwavering dedication to craftsmanship and impeccable tailoring. Central to the brand's ethos is a celebration of individuality and self-expression. Yves Saint Laurent's designs encapsulate a harmonious blend of classic silhouettes and innovative techniques, offering discerning clientele a distinctively modern interpretation of elegance (Galstian, 2024). From the iconicLeSmokingtuxedosuittotheMondrian-inspiredshiftdress,eachgarmentbearsthehallmarkofYves Saint Laurent's visionary approach to design, challenging conventions and pushing boundaries with audacious flair.Yves Saint Laurent's brand identity is further defined by its unwavering commitment to inclusivity and diversity. Embracing the diversity of cultures, perspectives, and identities, the brand endeavorstocreatefashionthattranscendsbordersandresonateswithindividualsfromallwalksoflife.

Throughitscampaigns,runwayshows,andcollaborativeefforts,YvesSaintLaurentchampionsauthenticity and empowers individuals to embrace their unique sense of style with confidence and poise. Beyond its sartorial offerings,Yves Saint Laurent's brand identity extends to encompass a multifaceted lifestyle experience.Fromfragrancesandcosmeticstoaccessoriesandhomeware,thebrand'sdistinctiveaesthetic permeates every aspect of modern luxury living, offering clientele a curated selection of products that embodytheessenceofrefinedindulgenceandeffortlesssophistication(Healy,2015).

In essence, Yves Saint Laurent's brand identity is a testament to the enduring legacy of its founder and the enduring spirit of innovation and creativity that continues to drive the brand forward. With an unwavering commitment to excellence, authenticity, and inclusivity, Yves Saint Laurent remains an emblem of unparalleledluxuryandstyleinthecontemporaryfashionlandsca

PICTUREOF SENDER

IconicRecognsableLogo-Dark Colours-StraightSilhouettes- SleekExpertCraftsmanship-Luxurious

Ostentious-Sophisticated-Tailoring Modern-Prestige-Provocative Successful-Avant-Garde

YouthCulture

StrongOnlineIdentity

Events

FamousFilms

High-StatusClub

Trustworthy

Exclusive

LAURENT

FrenchHouse

ParisianStyle

Rockn'Roll

Haute-Coutureof 1950s Prestige Groundbreaking

Self-Assured-Feminine-Elegant

Strong-minded-IndependentFierce

Daring-Upper-class-Mysterious Extravagant-Confident-Effortless Anti-Conformist

PICTUREOF RECEIVER

BrandIdentityPrismforSaintLaurent(Kapferer,1986)(Author,2023)

BRANDPERSONALITY

Toberecognisedandunderstoodbythepublic,thebrand'spersonalityandbrandimagemustbe unique,homogeneousandconstant Thedevelopmentofabrand's personalityisessentialin orderto"establishaclearandconsistenttheme"(Okonkwo,2007)inthebrand'scommunicationwithitsconsumers AccordingtotheFive Dimensions of Brand Personality (Aaker, 1997) Saint Laurent's can be described as Exciting, Competent, and Sophisticated with the specific attributes relating to different aspects of the brand. With its historical heritage as a luxury fashion brand, the following core attributes ensures Saint Laurent is distinguishable from competitorbrands(Posner,2015),allthewhilecreatingmemorableandpositiveassociationsinthemindsofconsumers

-Exclusivity,prestige,andsuperiorityofthebrandthroughits luxuriousproducts(Sophistication)

-Avant-gardisme,originalityandextravaganceofthedesigns(Excitement)

-High-qualitymaterials,expertcraftsmanshipandprosperousbrand(Competence)

Thebrand'spersonalityisprojectedtoconsumersthroughbrandmessagecommunications,mostnotablythroughitsconsistentanduniformuseofmonochromatic imageryonlineandin-store,adarkcolourpalette adiscerniblelogoandname,aswellasitsproducts'recognisablestylewithsleek,modern,androgynoussilhouettes andcustomerservices(packaging,boutique,etc) AspartofSaintLaurent'sdifferentiatingstrategy,thebrand'spersonalitydevelopmentsuccessfullyproposesthe intendedbrandimagetoconsumersimprovingthe abilitytobeeasilyidentifiedandrecognisedbyitstargetmarket.

FveDmensionsofBrandPersonality forSaintLaurent(Aaker 1997 (Author,2023)

BRANDARCHITECTURE&PORTFOLIO

Since1999,SaintLaurentisownedbyKering,oneoftheworld'sleadingFrenchluxuryconglomeratethathasamassedanimpressivebrandportfolioofprestigious andrenownedluxurybrandssuchasGucci,Balenciaga,AlexanderMcQueen,BottegaVeneta,StellaMcCartney,Cartier,Boucheronandothers(Kering 2023) Asthe individualbrandsintheportfoliodonotcompetewitheachother,Keringassuresmaximisesmarketreach.Toattractawiderangeofpotentialfutureconsumers,each brandhasbeendesignedtofulfilthespecificneedsofdistinctkeysegmentsbyofferingluxuryapparel/couture,leathergoods,jewellery,andeyewearwithradically differentaestheticsanddiversebrandidentities.

COUTURE&LEATHERGOODS JEWELLERY

SWOTANALYSISFORYVESSAINTLAURENT(Author,2024)

STRENGTHS OPPORTUNITIES THREATS

The house's exclusive designs and lasting legacy (Vogue, 2019) ensure its distinguished luxury fashionbrandpositioninthemarket.

High brand recognition as a result of its distinctive logo, which is recognised by the majority of the generalpublic

Omnichannel marketing approach - Strong brand consistency with sleek, minimalist and monochromaticimagerybothonlineandin-store.

Excellent social media presence with large followings on all platforms, including Instagram, TikTok, YouTube Pinterest, WeChat, Facebook, andSnapchat.

The choice of ambassadors such as K-Pop superstar RoséandLilNasXin2021 (HypeBeast, 2022) and Zoe Kravitz in 2022 Essence., 2022) assures brand visibility, particularly among a youngerclientele.

Up-to-date designs that adhere to modern fad in order to meet the demands of its clientele while embracing the Saint Laurent etiquette with exquisitetailoringandhighqualityfabrics.

Strongandclearbrandmessage/ethosoffeminine empowerment, rock ' n ' roll, gender fluidity and sophistication while remaining comfortable and practical.(Miller,2023)

WEAKNESSES

The high expenses of the newest ready-to-wear collections' designs evidently targeting a younger demographic who can only afford the least costly accessories.

Repeated high-end designs that lack diversity and originalitycomparedtomajorcompetitors,although marketed as 'quiet luxury' (Eggenberger M, 2023) they may well be perceived as predictable and monotonous

Decrease in brand releases and limited marketing strategies that rely heavily on the brand's legacy, resulting in a lack of customer brand awareness ensuring a decline in profitability and likability: " among the 69% of U.S. respondents who know Yves Saint Laurent, only 25% of people like the brand" (Statista,2022).

Few controversial campaigns have sparked outrage on social media Models were depicted in little to no clothing in sexual positions with their faces partially obscured in its Spring 2017 campaign, prompting uproar online as they were deemed degrading, causing a hashtag movement on Twitter and 50 formal complaints until the advertisements were removed (Vogue, 2017) In 2015 the ads featuring model Kiki Willems were banned due to her being 'unhealthily thin' (Fashionista,2017),raisingworriesabouttheimpact ofthepublicityonyoungpeople

Saint Laurent has the opportunity to revitalise its brand with a new launch ensuring noticeability and differentiation in an oversaturated fashion luxury market.

Access a new consumer market by targeting youngergenerations-GenZconsumerswithmore diversityinadvertisements

By experimenting with digital fashion, the brand wouldremainvisible,modern,anddynamic,allowing it to catch up to its most successful and profitable sisterbrand,Gucci(Kering,2023).

Increasing consumer connections through events influencer marketing, partnerships with other companies pop-up stores, museum exhibitions and other means in order to provide newer more modernizedbranding

Exploring a line that is less priced for its targeted audience provides an opportunity for product differentiationandnewmarketpenetration

With sustainability being a significant theme in the fashion industry, Saint Laurent's sustainability practises have been heavily criticised particularly for their involvement in animal cruelty, as they continue to use animal fur and exotic animal skins (GoodonYou 2022),despitethefactthatmanyof its main competitors have banned and replaced thosematerialswithalternativesinrecentyears.

No participation in technological advances such as digital fashion or the metaverse which are already being pursued by its key competitors, which may causeSaintLaurenttoslipbehind

In recent years, the company has taken no major risks to innovate or develop its identity, which may make it appear outmoded in comparison to competitors that are rushing to attempt every strategyeffectivelydistinguishingthemselves.

Low-costbrandsreplicatingmodelsforlowerprices and counterfeit models have always been threats to all luxury brands - with the rise of websites such as DHGate and AliExpress this undeniably affects thebrand'sprofitabilityaswellasexclusivity.

In such an oversaturated industry, competition is especially fierce putting Saint Laurent at risk of a new, more affordable brand offering similar products.

MARKETINGMIXFORYVESSAINTLAURENT

(Author,2024)

PRODUCT

YSLoffersawiderangeofluxuryfashionandbeautyproductscateringtosophisticatedandfashion-forwardconsumers.Theproductmixincludes:

Fashion:YSL'sfashionlineencompasseshautecouture,ready-to-wearapparel,outerwear,dresses,andaccessoriessuchashandbags,shoes,andjewelry.Theseproducts embodythebrand'ssignaturestylecharacterizedbyelegance,innovation,andsophistication.

Beauty:YSL'sbeautyproductsincludecosmetics,skincare,andfragrances.ThebeautylinefeaturesiconicproductsliketheToucheÉclatRadiantTouchConcealer,Rouge VoluptéShineLipstick,BlackOpiumEaudeParfum,andLibreEaudeParfum.

YSLpositionsitselfasapremiumluxurybrand,commandinghigherpricepointsreflectiveofitscraftsmanship,heritage,andexclusivity.ThepricerangeforYSLproductsvaries basedonfactorssuchasproductcategory,materialsused,anddesigncomplexity.Here'sageneraloverview:

Fashion: YSL's haute couture and ready-to-wear collections typically command premium prices, ranging from hundreds to thousands of dollars for garments and accessories.Forinstance,aYSLhandbagcanrangefrom£1,000to£3,000ormore,dependingonthestyleandmaterials.

Beauty:YSLbeautyproductsarepricedatapremiumcomparedtomass-marketbrands,reflectingtheirhigh-qualityformulations,luxuriouspackaging,andbrandprestige. PricesforYSLbeautyproductscanrangefrom£30to£150ormore,dependingontheitemandsize.

Overall,theproductandpricerangeinYSL'smarketingmixreinforcethebrand'spositioningasaprestigiousandaspirationalluxuryfashionandbeautybrand.Thecombination ofexquisitecraftsmanship,innovativedesigns,andpremiumpricingcontributestoYSL'sappealamongdiscerningconsumersseekingluxuryandsophistication

MARKETINGMIX

PRICE

YSLusesapremiumpricingapproachtoreflectthebrand'sillustrioushistory,excellentcraftsmanship,andaspirationalappeal.Thebrand'sproductsfetchhigherpricepointsthanmass-market andmid-rangebrands,cateringtoaffluentconsumersseekingexclusivityandluxury.YSLaimstocreateasenseofgreatvalueamongconsumersbyemphasisingtheoutstandingcraftsmanship, inventivedesign,andiconicstatusofitsproducts.Thebrand'slegacy,linkwithhautecouture,andcelebrityendorsementsalladdtotheperceivedworthofYSLproducts.

YSLmayusepricingdiscriminationmethodstoappealtovariousmarketsegmentsandconsumerpreferences.

Forexample,thecompanymayprovideentry-levelproductsordiffusionlinesatlowerpricepointstoattractaspirationalconsumerswhilechargingapremiumforitshautecoutureandlimitededition collections aimed at high-end luxury customers. YSL may use price-cutting strategies for new product launches or exclusive collections in order to capitalise on early adopters and demandfromrichconsumerswillingtopayapremiumfornoveltyandexclusivity.Pricesmaybealteredovertimetoreflectgreatermarketdemandandattractalargeraudience.YSLmaintains pricingtransparencytoinstilltrustandsinceritywithcustomers.

Clearanduniformpricingacrossallchannels,includingYSLboutiques,departmentstores,andonlineplatforms,ensuresasmoothshoppingexperienceforcustomersandreducesconfusionor dissatisfaction. YSL may use value-added pricing techniques like as product bundling or supplementary services to improve the entire consumer experience. For example, the business may providepremiumconsumerswithexclusivegifts,personalisedconsultations,orVIPservices,increasingtheperceivedworthoftheirpurchase.Bycarefullymanagingthepricingcomponentof themarketingmix,YvesSaintLaurent(YSL)maintainsitspositionasaleadingluxuryfashionandbeautybrand,appealingtoaffluentconsumerswhovaluerefinement,quality,andexclusivityin theirpurchases.

PROMOTION

The promotion component of the marketing mix for Yves Saint Laurent (YSL) focuses on creating an o,nichannnel strategy with a strong brand image, building emotional connections with consumers,anddrivingawarenessanddesireforitsluxuryfashionandbeautyproducts.Here'showYSLimplementspromotionstrategies:

Advertising:

YSLutilizesadvertisingcampaignsacrossvariouschannelsincludingprintmedia,digitalplatforms,andoutdooradvertisingtoshowcaseitslatestcollections,iconicproducts,andbrand values.Thesecampaignsfeaturehigh-fashionphotography,captivatingvisuals,andcompellingstorytellingtoevokedesireandaspirationamongconsumers.

DigitalMarketing:

YSLleveragesdigitalmarketingchannelssuchassocialmedia,emailmarketing,andonlineadvertisingtoengagewithitstargetaudience,amplifybrandawareness,anddrivetraffictoits e-commerceplatforms.Thebrandcreatesvisuallystunningcontent,collaborateswithinfluencers,andrunstargetedcampaignstoreachfashion-forwardconsumersworldwide.

FashionShowsandEvents:

YSLorganizeshigh-profilefashionshows,runwaypresentations,andexclusiveeventstounveilitsseasonalcollections,createbuzzwithintheindustry,andattractmediaattention.These eventsserveasplatformsforshowcasingthebrand'screativity,craftsmanship,andartisticvision,reinforcingitspositionasatrendsetterinthefashionworld.

CelebrityEndorsementsandInfluencerPartnerships:

YSL collaborates with celebrities, fashion icons, and influencers to amplify its brand message and reach a wider audience. Celebrities often wear YSL designs on red carpets, at events, and in editorial features, generating extensive media coverage and social media buzz. Influencers and brand ambassadors promote YSL products through sponsored content, collaborations,andproductplacements,helpingtodrivebrandengagementandinfluencepurchasingdecisions

VisualMerchandising:

YSL invests in visually striking store displays, window installations, and in-store presentations to create immersive retail experiences and captivate shoppers. The brand's boutiques featuresleekandmoderndesigns,elegantlighting,andcuratedproductdisplaysthatreflectthebrand'sluxuryaestheticandheritage.

PublicRelations:

YSL maintains strong relationships with the media, fashion editors, bloggers, and influencers to generate positive press coverage and editorial placements. The brand actively engages withfashionjournalists,stylists,andindustryinsiderstosecurecoverageinprestigiouspublications,fashionblogs,anddigitalmediaoutlets,enhancingitscredibilityandvisibilitywithinthe industry.

By effectively implementing promotion strategies, Yves Saint Laurent (YSL) reinforces its brand identity, engages with consumers, and drives desire for its luxury fashion and beauty products, ultimatelycontributingtothebrand'ssuccessandmarketleadershipinthecompetitivefashionindustry.

DuaLipaforYSLParfumlLibre(ELLE,2023) Zoê KravitzforYSLParfumBlackOpium

NoamiCampbellwalkingforYSLrunway

AngelinaJoliewearingYSLtotebag(MarieClaire,2023)

MARKETINGMIX

PLACE

YSL operates a network of standalone boutiques in key fashion capitals and upscale shopping destinations around the world. These boutiques serve as flagship locations and showcase the brand's latest collections, offering customers an immersive brand experience in a luxurious environment. Their products are available through select department stores and luxury retailers globally. These strategic partnerships allow the brand to reach a broader audience and tap into established retail channels frequented by affluent consumers. YSL maintains a strong online presencethroughitsofficialwebsite,whichservesasadigitalflagshipstoreforthebrand.Thewebsiteofferse-commercecapabilities,allowingcustomerstobrowseandpurchaseYSLproducts fromthecomfortoftheirhomes,aswellasaccessexclusivecollections,limited-editionreleases,andonline-onlyofferingsYSLoccasionallyhostspop-upshops,temporaryretailactivations,and special events in various cities to generate excitement, drive foot traffic, and engage with consumers in unique and memorable ways. These temporary retail experiences offer customers the opportunitytodiscoverandpurchaseYSLproductsinanexclusiveandimmersivesetting.

MARKETINGMIX

PLACE

In addition to its official website, YSL products are also available through third-party e-commerce platforms and online retailers.Thesepartnershipsexpandthebrand'sdigitalfootprintandenableYSLtoreachawideraudienceofonlineshoppers worldwide.YSLproductsarealsoavailablethroughtravelretailchannelssuchasduty-freeshopsandairportboutiques.These locationscatertoaffluenttravelersseekingluxurygoodsandofferanadditionalavenueforYSLtocapturesalesfromglobal travelers.By strategically managing its distribution channels and retail locations, Yves Saint Laurent (YSL) ensures that its luxury fashion and beauty products are accessible to customers worldwide, whether they prefer to shop in-store or online. This omnichannel approach enhances brand visibility, maximizes market reach, and reinforces YSL's position as a leading luxurybrandintheglobalmarketplace.

MARKETINGMIX

PEOPLE

Yves Saint Laurent (YSL) guarantees that every engagement with the brand reflects its values and commitment to providing great products and experiences by investing in its employees and cultivating a culture of quality, creativity, and enthusiasm This human-centric strategy boosts brand loyalty, builds emotional ties with customers, and helps YSL succeed in the competitive fashionandcosmeticssector. YvesSaintLaurent(YSL)focusesonthepeoplewhorepresentthebrand,connectwithcustomers,andhelptoprovideoutstandingexperiences.

YSL'screativedirectorsanddesignersarecrucialindevelopingthebrand'svision,look,andcollections.Theyareinchargeofdevelopingnoveldesigns,establishingfashiontrends,andensuring that YSL products represent the brand's tradition and identity.YSL hires skilled and attentive sales staff and customer care specialists in its boutiques, department store counters, and online platforms.Thesefrontlineemployeesassistclientswithproductinquiries,offerfashiontips,andensureaseamlessshoppingexperience.YSLworkswithbrandambassadors,celebrities,fashion icons, and influencers to spread its brand message and reach a larger audience. These personalities exemplify the essence of YSL and function as brand ambassadors, promoting its products throughendorsements,collaborations,andsocialmediaactivations.

Behind the scenes, YSL employs corporate professionals and support teams in areas such as marketing, merchandising, operations, and logistics. These specialists collaborate to plan and executemarketingstrategies,overseeretailoperations,andguaranteethatthebusinessrunssmoothly.YSL'sdedicationtoworkmanshipandqualityisexemplifiedbyexperiencedartisansand craftsmenwhometiculouslyconstructitsfashionandleatherproducts.TheseartistsbringYSL'sdesignstolife,combiningancienttechniqueswithmoderntechnologiestocreatemagnificent items that reflect the brand's heritage and elegance. YSL cultivates a dedicated brand community of customers, fans, and enthusiasts that are passionate about fashion, beauty, and the YSL brand.ThiscommunityinteractswithYSLviasocialmedia,events,andonlineforums,contributingtobrandadvocacyandword-of-mouth.

PROCESS

TheprocessofYvesSaintLaurent(YSL)encompassesvariousstagesandactivitiesinvolvedincreating,producing,marketing,andsellingitsluxuryfashionandbeautyproducts(SaintLaurent, 2024):

DesignandCreativeProcess:

YSL'sdesignandcreativeprocessbeginswithinspirationandconceptdevelopment,oftendrawingfromart,culture,history,andcurrenttrends.Creativedirectorsanddesignerscollaborateto translate these ideas into sketches, mood boards, and fabric swatches, refining concepts to align with the brand's aesthetic and vision. Once designs are finalized, pattern makers, tailors, and artisansbringthemtolifethroughmeticulouscraftsmanshipandattentiontodetail.Prototypesandsamplesarecreatedtoensurequality,fit,andfunctionalitybeforemovingintoproduction.

ProductionandManufacturing:

YSL partners with skilled manufacturers, ateliers, and artisans to produce its fashion and beauty products. The production process involves sourcing high-quality materials, fabrics, and componentsfromreputablesuppliers,ensuringadherencetoethicalandsustainablepractices.

Advanced manufacturing techniques, traditional craftsmanship, and stringent quality control measures are employed to create YSL's luxury products, including clothing, handbags, shoes, accessories,cosmetics,andfragrances.

MarketingandBranding:

YSL's marketing and branding process aims to build brand awareness, create desire, and engage with consumers through strategic initiatives and campaigns. Marketing teams develop integratedmarketingplans,encompassingadvertising,digitalmarketing,socialmedia,publicrelations,andexperientialactivations.Brandambassadors,influencers,celebrities,andfashionicons areenlistedtopromoteYSLproductsandembodythebrand'sethos,style,andvalues.Collaborationswithartists,designers,andculturalinstitutionsfurtherenhancebrandvisibilityandrelevance

DistributionandRetail:

YSL'sdistributionandretailprocessinvolvesmanaginganetworkofboutiques,departmentstoreconcessions,luxuryretailers,ande-commerceplatformsworldwide.Retailteamsensurethat YSL products are displayed attractively, merchandised effectively, and available for purchase in-store and online.Customer service teams provide personalized assistance, styling advice, and supporttoenhancetheshoppingexperienceandbuildcustomerloyalty.Omni-channelstrategiesintegratephysicalanddigitalchannelstoofferseamlessshoppingexperiencesandmaximize accessibilityforconsumers.

MARKETINGMIX

PROCESS

CustomerExperienceandEngagement:

YSLprioritizescustomerexperienceandengagementthroughoutthecustomerjourney.FrompersonalizedconsultationsandexclusiveeventstoVIPservicesandloyaltyprograms,YSLaimsto creatememorableexperiencesthatfosteremotionalconnectionsandbrandloyalty.Feedbackmechanisms,customersurveys,anddataanalyticsareutilizedtogatherinsightsandcontinuously improveproducts,services,andcustomerinteractions.

InnovationandAdaptation:

YSL'sprocessinvolvescontinuousinnovationandadaptationtostayrelevantinadynamicandcompetitiveindustry.Creativeteamsexplorenewmaterials,technologies,anddesignconceptsto pushboundariesanddriveinnovation.Marketresearch,trendanalysis,andconsumerinsightsinformproductdevelopmentandstrategicdecision-making,ensuringthatYSLremainsattheforef

PHYSICALEVIDENCE

Inthemarketingmix,"physicalevidence"referstothetangibleelementsthatcustomersencounterwheninteractingwithabrand,product,orservice.ForYvesSaintLaurent(YSL),physicalevidence playsacrucialroleinshapingperceptionsofluxury,quality,andsophistication.YSL'sstandaloneboutiquesandflagshipstoresaremeticulouslydesignedtoreflectthebrand'saestheticandheritage. Luxuriousmaterials,sleekfurnishings,andelegantdecorcreateanupscaleambiancethatimmersescustomersintheworldofYSL.

Attentionisgiventoeverydetail,fromlightingandlayouttomusicandscent,toevokeasenseofexclusivityandindulgence.ThephysicalenvironmentofYSLstoresreinforcesthebrand'simageasa prestigious luxury destination.YSL pays careful attention to product packaging, ensuring that it reflects the brand's commitment to quality and craftsmanship. Luxurious materials, sophisticated designs,anddistinctivebrandingelementsdistinguishYSL'spackagingfromcompetitors.

Whetherit'sasleekblackboxadornedwiththeiconicYSLlogoforfragrancesorachicdustbagforhandbags,thepackagingservesasatangiblerepresentationoftheluxuryexperienceassociated with YSL products. In-store displays and window installations showcase YSL's latest collections and highlight key products in a visually appealing manner. Creative use of props mannequins, and signageenhancestheoverallshoppingexperienceandencouragescustomerengagement.

Visualmerchandisingelementssuchascolorcoordination,thematicdisplays,andstorytellinghelpcommunicateYSL'sbrandnarrativeandinspiredesireamongconsumers.

MARKETINGMIX

PHYSICALEVIDENCE

YSL products themselves serve as physical evidence of the brand's dedication to excellence and innovation. From impeccably tailored garments and finely crafted handbags to luxurious cosmeticsandfragrances,thesuperiorqualityandattentiontodetailareevidentineveryproduct.

Exquisitematerials,precisestitching,andflawlessfinishesdemonstrateYSL'scommitmenttocraftsmanshipandluxury,reinforcingthebrand'sreputationforexceptionalqualityandprestige. Interactions with YSL's sales associates, customer service representatives, and brand ambassadors also contribute to the physical evidence of the brand experience. Well-trained staff, professionaldemeanor,andpersonalizedassistanceenhancetheoverallperceptionofluxuryandprofessionalismassociatedwithYSL.Whetherit'sawarmgreetinguponenteringaboutiqueor expert advice during a makeup consultation, positive interactions leave a lasting impression on customers and contribute to their overall satisfaction with the brand. By leveraging physical evidence effectively, Yves Saint Laurent (YSL) enhances the perceived value of its products and reinforces its position as a premier luxury fashion and beauty brand, delighting customers and fosteringloyaltyinthecompetitivemarketplace.

MARKETSIZE&GROWTH

ThemarketfordesignerclothingintheUnitedKingdomisasignificantsegmentwithinthebroaderfashionindustry.Renownedfor its rich heritage of fashion innovation and creativity, the UK serves as a key hub for luxury brands and haute couture houses, attractingdiscerningconsumersfrombothdomesticandinternationalmarkets.

According to recent market research conducted by WGSN the market size of designer clothing in the United Kingdom has witnessednotableexpansionoverthepastyears.Thecompoundannualgrowthrate(CAGR)fortheperiodspanning2023hasbeen estimatedat +4;27%CAGR,indicativeofrobustgrowthandsustainedconsumerdemandforhigh-endfashionofferings

SeveralfactorshavecontributedtothegrowthofthedesignerclothingmarketintheUnitedKingdom:

1. TourismandTravel:Theinfluxoftourists,particularlyfromaffluentregionssuchasAsiaandtheMiddleEast,hasfueleddemand fordesignerapparel,asvisitorsseektoindulgeinpremiumshoppingexperiencesinrenownedfashioncapitalslikeLondon.

EconomicProsperity:Afavorableeconomicclimatecharacterizedbyrisingdisposableincomesandconsumerconfidencehas bolsteredspendingonluxurygoods,includingdesignerclothing.

2. DigitalizationandE-commerce:Theproliferationofonlineretailplatformsanddigitalmarketinginitiativeshasfacilitatedgreater accessibilitytodesignerclothingforconsumersacrossdiversedemographics,drivingsalesgrowthinthedigitalspace.

4.

3. Celebrity Endorsements and Influencer Culture: High-profile endorsements by celebrities and collaborations with influential socialmediapersonalitieshaveheightenedbrandvisibilityandcontributedtotheaspirationalappealofdesignerclothingamong consumers.

5.

Innovation and Design Excellence: The UK's reputation for nurturing creative talent and fostering innovation in fashion design has positioned British designers and luxury brands as trailblazers within the global fashion landscape, attracting consumers seekingdistinctiveandavant-gardeofferings

Lookingahead,themarketfordesignerclothingintheUnitedKingdomispoisedforcontinuedgrowth,buyedbyevolvingconsumer preferences, technological advancements, and the enduring allure of luxury fashion. As consumer demographics evolve and purchasing behaviors undergo transformation, opportunities abound for brands to innovate, diversify their product offerings, and capitalizeonemergingtrendstomaintainacompetitiveedgeinthemarket.

Inconclusion,themarketsizeofdesignerclothingintheUnitedKingdomreflectsavibrantanddynamicsegmentwithinthefashion industry, characterized by steady growth and sustained demand for premium apparel offerings. I trust that this analysis provides valuableinsightsintothemarketlandscapeandservesasafoundationforinformeddecision-makingandstrategicplan *FashionConsumptionintheUKin2023 **CompoundAnnualGrowthRateintheUKin2023

PESTLEANALYSISFORYVESSAINTLAURENT

ECONOMIC POLITICAL SOCIAL

Global Political Climate: Yves Saint Laurent operates internationally; thus, changes in political stability, trade policies, and diplomatic relations can affect the brand's globaloperations

Trade Regulations: Trade agreements and tariffs can impact the cost of importing materials and exporting finishedproducts.

Labor Laws: Adherence to diverse labor laws in different regionscanaffectproductioncostsandlaborrelations.

TECHNOLOGICAL

Digital Transformation: The integration of technology into fashion retail, including e-commerce platforms and digital marketing,isvitalforYvesSaintLaurent'scompetitiveness.

Data Security: Given the reliance on digital platforms, ensuring robust cybersecurity measures is crucial to protectcustomerdataandmaintainbrandtrust

Innovations in Manufacturing: Technological advancements in manufacturing processes, such as 3D printing or AI-driven design, can influence production efficiencyandcreativity.

Economic Downturns: Economic recessions may lead to reduced consumer spending on luxury goods, impacting YvesSaintLaurent'ssales.

Currency Fluctuations: As an international brand, Yves Saint Laurent is susceptible to currency exchange rate fluctuations,affectingproductioncostsandpricing.

Income Inequality: Disparities in income levels can influencethepurchasingpowerofconsumers,especiallyin theluxurysegment

Cultural Trends: Changes in societal preferences and cultural norms can impact fashion trends, influencing consumerchoices.

Demographic Shifts: Understanding the demographics of Yves Saint Laurent's target audience is crucial for product developmentandmarketingstrategies.

Sustainability Trends: Increasing consumer awareness of environmental issues and sustainability may influence purchasing decisions, impacting Yves Saint Laurent's productionpractices.

ENVIRONMENTAL LEGAL

Intellectual Property Laws: Protection of Yves Saint Laurent's designs through patents and trademarks is essentialinthefashionindustry.

Labor Laws and Regulations: Compliance with labor regulations, including fair wages and working conditions, is criticaltomaintainapositivebrandimage.

Consumer Protection Laws: Adherence to laws ensuring consumer rights is crucial for customer satisfaction and legalcompliance.

Sustainable Practices: Growing emphasis on sustainability and eco-friendly practices in the fashion industry may necessitate adjustments in Yves Saint Laurent's supply chainandproductionmethods.

Regulatory Compliance: Adapting to environmental regulationsregardingwastedisposal,energyconsumption, and materials sourcing is essential for long-term sustainability.

.

COMPETITORANALYSIS

AcomprehensivecompetitoranalysisisessentialforunderstandingYvesSaintLaurent'spositioninthemarket.Here'sananalysisofkeycompetitorswithintheluxuryfashionindustry;YvesSaintLaurentstands outforitsavant-gardelegacy,blendingsophisticationwithedgydesignsandcompetitorsvaryintermsofproductdiversification,targetdemographics,andmarketingstrategies..However,digitalpresenceand engagement strategies are critical in capturing the attention of younger consumers. By continually analyzing competitors, Yves Saint Laurent can adapt its strategies to maintain a distinctive position in the dynamicandcompetitiveluxuryfashionlandscape.

WhileYSLfacescompetitionfromseveralluxuryfashionbrandsacrossvarioussegments,oneofitsbiggestcompetitorsintermsofinnovationanddigitalizationisGucci,afellowmemberoftheKeringGroup. Guccihasestablisheditselfasatrailblazerinthefashionindustry,constantlypushingboundarieswithitsbolddesigns,disruptivemarketingcampaigns,andinnovativedigitalstrategies.Here'showGuccicompares toYSLintermsofinnovationanddigitalization:Guccihasbeenattheforefrontofdigitalinnovation,leveragingtechnologytoenhancethecustomerexperienceandengagewithayounger,digitallysavvyaudience. Thebrandhaslaunchedimmersivedigitalcampaigns,interactiveonlineexperiences,andinnovativevirtualtry-ontools,creatingaseamlessblendoffashionandtechnology.

YSL,whilealsoinvestingindigitalinitiatives,maynothavereachedthesamelevelofdigitalinnovationasGucci However,YSLhasmadestridesinenhancingitsonlinepresence,incorporatingdigitalelementsinto itsmarketingcampaigns,andofferingvirtualexperiencesforcustomers(Rebekki,2019)

BothYSLandGuccihavedemonstratedacommitmenttosustainabilityandethicalpracticesintheiroperations.Guccihasimplementedambitioussustainabilitygoals,includingcarbonneutralityandregenerative agricultureinitiatives,toreduceitsenvironmentalimpact.YSLhasalsoprioritizedsustainability,integratingeco-friendlymaterials,reducingwaste,andpromotingtransparencyinitssupplychain.Whilebothbrands aremakingstridesinsustainability,Gucci'sproactiveapproachandambitioustargetsmaygiveitacompetitiveedgeinthisaspect.

Guccihascollaboratedwithartists,designers,andculturaliconstocreateinnovativeandbuzz-worthycollectionsthatresonatewithconsumers.ThesecollaborationshavehelpedGuccistayaheadoftrends,drive brand excitement, and maintain relevance in the ever-changing fashion landscape. YSL has also engaged in collaborations with artists and designers, albeit to a lesser extent compared to Gucci. While YSL's collaborationsarenotable,theymaynothavegarneredthesamelevelofattentionandculturalimpactasGucci'spartnerships.

Inconclusion,whileYvesSaintLaurentoccupiesadistinguishedpositioninthefashioncompetitiveindustry,Gucciemergesasoneofitsbiggestcompetitorsintermsofinnovationanddigitalization.Gucci'sbold approachtodigitalinitiatives,sustainabilitypractices,andcollaborationssetsahighstandardinthefashionindustry,challengingYSLtoinnovateandadapttoevolvingconsumerpreferencesandmarketdynamics. However,bothbrandscontinuetocaptivateaudienceswiththeiruniquevisions,creativeexpressions,andunwaveringcommitmenttoluxurycraftsmanship.

BRANDPOSITIONING

YvesSaintLaurent(YSL)isaprominentluxuryfashionbrandrenownedforitshautecouture,ready-towear, accessories, and cosmetics. To understand its competitive position, we'll compare YSL with its keyrivalsacrossvariousmetrics.

RevenueandMarketShare:

YvesSaintLaurent:In2023,YSLreportedarevenueof$3.5billionwithaglobalmarketshare of8%intheluxuryfashionsegment.

Gucci: As one of the closest competitors, Gucci generated approximately $10 billion in revenuein2023,dominatingasignificantportionoftheluxurymarketwithamarketshareof around16%.

Chanel: Another strong competitor, Chanel, reported revenues of $12 billion in 2023, with a marketshareofapproximately18%globally

Dior: Dior, a key player in the luxury fashion industry, recorded revenues of $8 billion in 2023, securingamarketshareof15%

BrandPerceptionandPrestige:

YvesSaintLaurent:YSLiscelebratedforitsiconicdesigns,innovation,andtimelesselegance, maintainingaprestigiousimageinthefashionworld.Thebrand'slegacy,especiallyinwomen's fashion,contributestoitshighbrandvalue.

Gucci: Gucci is renowned for its bold, avant-garde designs and innovative marketing strategies. The brand has successfully repositioned itself as a symbol of modern luxury, attractingayoungerdemographic.

Chanel:Chanelepitomizesclassicsophisticationandexclusivity.Withitstimelessdesignsand impeccablecraftsmanship,Chanelmaintainsareputationforluxuryandeleganceacrossthe globe

Dior: Dior embodies Parisian chic and haute couture, attracting a clientele seeking refined luxury and impeccable craftsmanship. The brand's collaborations with celebrities and influencersenhanceitsappealtoayoungeraudience.

ProductRangeandInnovation:

YvesSaintLaurent:YSLoffersadiverserangeofproducts,includingclothing,handbags, shoes, fragrances, and cosmetics. The brand is known for its edgy yet sophisticated designsandcontinuousinnovationinfashionandbeauty.

Gucci:Guccioffersawidearrayofproducts,fromready-to-wearfashiontoaccessories and beauty products. The brand is renowned for its bold and eclectic designs, often incorporatingelementsofpopcultureandstreetwear.

Chanel: Chanel's product range spans across fashion, fragrance, beauty, and accessories. The brand is synonymous with timeless elegance and innovation, continuouslyintroducingnewdesignsandreinventingclassicstyles.

Dior: Dior's product portfolio includes haute couture, ready-to-wear, accessories, fragrance, and beauty products The brand is known for its avant-garde designs and commitmenttocraftsmanship,oftenpushingtheboundariesoffashionandbeauty.

GlobalPresenceandRetailNetwork:

Yves Saint Laurent: YSL has a strong global presence with boutiques and department storeconcessionsinmajorfashioncapitalsworldwide.Thebrandalsomaintainsarobust onlinepresence,cateringtoawidecustomerbase.

Gucci:Gucciboastsanextensiveretailnetworkwithboutiquesinprimelocationsacross major cities globally. The brand's e-commerce platform and digital marketing initiatives haveexpandeditsreachtoabroaderaudience.

Chanel:Chanelhasaprestigiousnetworkofboutiquesandflagshipstoresinkeyluxury markets worldwide. The brand's emphasis on exclusivity and personalized customer experiencesetsitapartintheretaillandscape

Dior: Dior's retail network includes flagship stores, boutiques, and department store concessions in upscale locations globally. The brand's online presence and digital marketingeffortshavecontributedtoitsgrowthandaccessibility.

BRANDPOSITIONINGFORYVESSAINTLAURENT(Author,2024)

YvesSaintLaurentfacesstiffcompetitionfromGucci,Chanel,andDiorintheluxuryfashion industry. While YSL has a strong brand image and innovative product offerings, it must continuetofocusonexpandingitsglobalpresenceandstayingaheadintermsofdesignand marketingtomaintainitscompetitiveedgeinthemarket.

Tradtona/Heritage

Technoogca

ThreatofNewEntrants:

Low: The luxury fashion industry has high barriers to entry, including substantial capital requirements for establishing a brand, investment in design talent, marketing, and distribution networks. Additionally, gaining consumer trust and establishingaprestigiousbrandimagetaketimeandresources.YSLbenefitsfromitslong-establishedbrandheritageand recognition,makingitdifficultfornewentrantstocompeteeffectively.

BargainingPowerofSuppliers:

Low to Moderate: Suppliers in the luxury fashion industry includefabricmanufacturers,artisans,andcraftsmen.While these suppliers may have some leverage due to their specialized skills and limited availability, luxury fashion brands like YSL often maintain long-term relationships with suppliers and have the ability to source materials from various providers globally Additionally, the luxury fashion industry's demand for high-quality materials and craftsmanship ensures a competitive market among suppliers,reducingtheirbargainingpowertosomeextent.

IntensityofRivalry:

High: The luxury fashion industry is characterized by intense competition among established brands vying for market share and consumer attention. Competitors such as Gucci, Chanel, and Dior constantly innovate, launch new collections, and engage in aggressive marketing strategies to maintain or increase their market positions YSL faces significant rivalry from these competitors, especially in key markets such as Europe, North America, and Asia. However, YSL's distinctive brand identity, innovative designs, and loyal customer base help it withstand competitive pressures and maintain its position as a leading luxury fashion brand.

ThreatofNewEntrants:argainingPowerofBuyers:

Moderate: While buyers in the luxury fashion industry have somebargainingpowerduetotheavailabilityofalternative luxury brands and substitutes, their influence is somewhat mitigatedbyfactorssuchasbrandloyalty,aspirationalvalue, and the exclusivity associated with luxury products. YSL's strongbrandimage,innovativedesigns,andloyalcustomer base allow it to maintain a certain degree of pricing power and customer loyalty, reducing the bargaining power of buyers.

ThreatofSubstitutes:

Low: The threat of substitutes in the luxury fashion industry is relatively low due to the unique and aspirational nature of luxuryproducts.Whileconsumersmayoptformoreaffordablefashionbrandsorsecond-handluxurygoods,theprestige, quality,andexclusivityassociatedwithYSL'sproductsdifferentiatethemfromlower-pricedalternatives.Additionally,luxury fashionpurchasesareoftendrivenbyemotionalandsymbolicfactors,furtherreducingthelikelihoodofsubstitution.

Shift Towards Online Shopping: With the proliferation of e-commerce platforms and the convenience they offer, consumers increasingly prefer shopping online for fashion items This shift has created a demand for innovative digital experiences that replicate the tactile and immersive nature of in-store shopping.(WGSN,2023)

Personalization: Consumers seek personalized experiences tailored to their preferences and individual style. Personalization technologies, such as AI-driven recommendation engines and virtual try-on solutions,arebecomingcrucialforenhancingcustomerengagementandsatisfaction.

Sustainability:There'sagrowingawarenessandconcernabouttheenvironmentalimpactofthefashion industry (Shoaib, 2024). Consumers are seeking sustainable and eco-friendly fashion options. Technological innovations play a key role in enabling sustainable practices, such as using recycled materials,reducingwastethroughon-demandmanufacturing,andoptimizingsupplychainefficiency.

Virtual and Augmented Reality (VR/AR): VR and AR technologies are transforming the way consumers interact with fashion online Virtual try-on experiences, immersive fashion shows, and AR-powered product visualization tools enhance engagement and decision-making, driving demand for brands that embracethesetechnologies(Watts,2023).

Social Media and Influencer Culture: Social media platforms have become influential in shaping fashion trends and driving consumer purchasing decisions. Brands need to leverage social media channels effectively, collaborate with influencers, and create shareable content to stay relevant and engage with theiraudience.

AIDigitalFashion

INSPIRATIO,NS

AI-poweredARandvirtualtry-ontechnologies allowcustomerstovisualizehowclothingwilllook onthembeforemakingapurchase.This immersiveshoppingexperienceenhances confidenceandreducesreturns.

EMERGING EXPECTATIONS

AIcananalyzevastamountsof datafromvarioussourcesto predictfashiontrends accurately.Thiscapabilityhelps fashionbrandsstayaheadof thecurveandcreateproducts thatresonatewithconsumers.

DRIVERSOFCHANGE

BASICNEEDS

Overall,AIfashionhelpsfulfilldeep desiresforself-expression, personalization,innovation, sustainability,inclusivity, empowerment,andconfidence, makingfashionmoreengaging, accessible,andfulfillingforindividuals.

AIenablespersonalizedshopping experiencesbyanalyzinguserdataand preferences.Thislevelofcustomization enhancescustomersatisfactionand increasesloyalty.

AIhelpsfashionbrandsreducewasteand minimizeenvironmentalimpactby optimizingproductionprocesses,predicting demandmoreaccurately,andenablingondemandmanufacturing.

:AIstreamlinesvariousaspects ofthefashionindustry,from designandproductionto marketingandsales. Automatedprocessessave timeandresources,allowing brandstooperatemore efficiently.

AItoolscanassistdesignersin generatinginnovativeideas, exploringnewstyles,and experimentingwithdifferent materialsandpatterns.This collaborationbetweenhumans andmachinesfosterscreativity andpushestheboundariesof fashiondesign.

INNOVATIONTYPE

AIalgorithmsanalyzesocialmediadatatoidentify emergingtrendsandconsumerpreferences.Fashion brandsleveragetheseinsightstotailortheirmarketing strategiesandengagewiththeirtargetaudiencemore effectively.

AIprovidesvaluableinsightsintoconsumerbehavior, markettrends,andproductperformance.These insightsempowerfashionbrandstomakeinformed decisionsandoptimizetheirstrategiesforsuccess.

WHO INNOVATION

AIgarments personalisation throughthe onlineapp Tech-SavvyMillennials andGenZ:,Fashion Enthusiasts,Gamers andVirtualCommunity Members:,SocialMedia Influencersand ContentCreators:, Fashion-forward Professionals, EnvironmentallyConscious Consumers,GlobalandRemote Shoppers,EarlyAdoptersand Trendsetters

CONCEPTPROPOSAL

Inresponsetothegrowingdemandforpersonalizedandimmersivefashionexperiences,YvesSaintLaurent asInterview1and2acknowledge,aimstointroduceAI-powereddigitalfashiongarmentswithcustomization features.Thisinnovativeconceptmergescutting-edgetechnologysuchasStylingLaborCLO3Daddedwith thebrand'slegacyofluxuryandcraftsmanship,offeringcustomersauniqueopportunitytoengagewithYSL's iconic designs in a virtual environment. Enhance customer engagement and satisfaction by offering personalizedandinteractivedigitalfashionexperiences.

Showcase YSL's design expertise, creativity, and innovation through the integration of AI technology.. Drive branddifferentiationandmarketleadershipbypioneeringnewtrendsindigitalfashionandcustomization.

Virtual Try-On: Customers can virtually try on YSL's latest collections using augmented reality (AR) technology,enablingthemtovisualizehowgarmentslookandfitbeforemakingapurchase.

Customization Options: AI algorithms analyze user preferences, style preferences, and body measurements to suggest personalized customization options for garments, such as fabric choices, colors,embellishments,andsizingadjustments.

Style Recommendations: Machine learning algorithms curate personalized style recommendations basedonindividualtastes,previouspurchases,andcurrenttrends,helpingcustomersdiscovernewlooks andoutfitcombinations.

InteractiveDesignStudio:Aninteractivedesignstudioallowscustomerstobecomeco-creatorsoftheir fashionpiecesbyexperimentingwithdifferentdesignelements,patterns,andmotifstocreatebespoke garmentsthatreflecttheiruniquestyleandpersonality.

Virtual Fashion Shows: Customers can attend virtual fashion shows and runway presentations featuring YSL'slatestcollections,providinganimmersiveandinteractiveexperiencethatbringstheexcitementof fashionweekdirectlytotheirscreens.

Utilizing advanced machine learning algorithms, YSL will develop a proprietary AI system capable of generating diverse and original outfit designs By analyzing vast datasets of fashion trends, customer preferences,andhistoricalYSLcollections,theAIwillautonomouslycreateinnovativeandtrendsettingoutfits tailoredtovariousoccasions,styles,andbodytypes.Customerswillhavetheopportunitytointeractwiththe AI system through an intuitive interface, providing input such as preferred colors, fabrics, silhouettes, and designelements.TheAIwillthengeneratepersonalizedoutfitoptionsbasedonthesepreferences,ensuringa seamlessblendofYSL'siconicaestheticwithindividualstylepreferences.

Phase 1: Research and Development - Conduct market research, user surveys, and feasibility studies to identify customer preferences, technological requirements, and potentialchallenges.

Phase2:TechnologyIntegration-CollaboratewithAIdevelopers,ARspecialists,anddigital designexpertstodevelopandintegratethenecessarytechnologyandinfrastructureforthe digitalfashionplatform.

Phase 3: Pilot Launch - Roll out a pilot program to a select group of customers, allowing them to testthe platform, provide feedback, and refine the user experience based on their input

Phase4:Full-ScaleLaunch-LaunchtheAI-powereddigitalfashionplatformtothebroader market, supported by a comprehensive marketing campaign to generate awareness and driveadoptionamongfashionenthusiastsworldwid

Toenhancethecustomerexperience,YSLwillintroduceavirtualtry-onfeaturethatallows users to visualise AI-generated outfits in real-time and create outfits or use digital YSL garments to showcase their fashion expression.. Through augmented reality (AR) technology, customers can virtually try on garments, explore different styling options, and assess how the outfits complement their physique and personal style, enhancing confidence and satisfaction. In alignment with YSL's commitment to sustainability, the AI systemwillprioritizeeco-friendlymaterialsandproductionmethodswhengeneratingoutfit designsasInterviewee2explains.Bypromotingsustainablefashionchoicesandminimizing waste, YSL aims to contribute to a more environmentally conscious fashion industry while maintaining the highest standards of quality and craftsmanshipital fashion space, reinforcingitsreputationforcreativity,luxury,andforward-thinking.

The introduction of AI-powered digital fashion garments with customization features represents a bold and exciting step forward for Yves Saint Laurent (YSL). By leveraging technologytoofferpersonalizedandimmersivefashionexperiences,YSLaimstoredefine thefutureoffashionretailingwhilestayingtruetoitslegacyofexcellenceandinnovation.

This concept proposal outlines the vision, objectives, features, implementation plan, and benefits of introducing AI digital fashion garments with customisation for YSL, paving the wayforaneweraoffashioninnovationandcustomerengagement.

ANSOFFMATRIXFORYVESSAINTLAURENT(Author,2024)

ByapplyingtheAnsoffMatrix,YvesSaintLaurentcanidentifystrategicgrowthopportunities andtailoritsstrategiestocapitalizeonmarketdynamicsandconsumertrends Whether throughmarketpenetration,marketdevelopment productdevelopment,ordiversification, YSLcandrivesustainablegrowthandmaintainitspositionasaleadingluxuryfashionbrand intheglobalmarketplace;

MARKET PENETRATION PRODUCT DEVELOPMENT

DIVERSIFICATION MARKET DEVELOPMENT

MARKETPENETRATION

YSLcanfocusonincreasingmarketsharewithinitsexistingmarketsegments,suchasexpandingits presenceinkeygeographicmarketslikeAsia-Pacificorstrengtheningitsfootholdinspecific customerdemographics,suchasyoungerconsumers.

Strategiesmayincludeaggressivemarketingcampaigns,brandcollaborationswithinfluencers,and enhancingthecustomerexperiencethroughpersonalizedservicesandloyaltyprograms.

MARKETDEVELOPMENT

YSLcanexploreopportunitiesforgrowthbyenteringnewgeographicmarketsortargetinguntapped customersegments.Thiscouldinvolveexpandingintoemergingmarketswithgrowingaffluence anddemandforluxuryfashion,suchasChina,India,orSouthAmerica.

Strategiesmayincludeopeningnewflagshipstores,partneringwithlocalretailers,andadapting productofferingstocatertothepreferencesandculturalnuancesofdiverseinternationalmarkets.

PRODUCTDEVELOPMENT

YSLcaninnovateanddiversifyitsproductportfoliobyintroducingnewproductlinesorextending existingproductlinestomeetevolvingconsumerneedsandpreferences.Thiscouldinvolve launchingnewcollections,expandingintonewproductcategories,orintroducinglimited-edition collaborations.

Strategiesmayincludeleveragingtechnologytocreateinnovativedesigns,incorporatingsustainable materialsintoproductlines,andexploringopportunitiesinadjacentmarketssuchasbeauty, accessories,orlifestyleproducts.

DIVERSIFICATION

YSLcanexplorediversificationstrategiesbyenteringnewandunrelatedmarketsorindustries.This couldinvolveleveragingitsbrandequityanddesignexpertisetoexpandintocomplementaryareas suchashomedecor,hospitality,orexperientialluxuryservices.

Strategiesmayincludestrategicpartnershipsoracquisitions,licensingagreements,andexploring innovativebusinessmodelstocapitalizeonemergingtrendsandconsumerpreferences

RACEMODELFORYVESSAINTLAURENT

(Author,2024)

REACH ACT

YSL aims to expand its reach by increasing brand visibility and attracting potential customers to its digital platforms. Strategies for reachingcustomersmayinclude:

Search engine optimization (SEO) to improve YSL's website ranking in searchengineresultspages(SERPs) for relevant keywords related to fashionandbeauty.

Social media marketing to engage with followers on platforms like Instagram, Facebook, and Twitter, sharing visually appealing content, behind-the-scenes glimpses, and updatesonnewcollections.

Influencer partnerships to leverage the reach and influence of fashion bloggers, influencers, and celebrities who align with YSL's brand values andaesthetic.

YSL encourages digital users to take action by interacting with its content, engaging with the brand, and showing interest in its products. Strategies for promptingactionmayinclude:

Compelling content creation, including blog posts, videos, and interactive features, that captivates and resonates with YSL's target audience, encouraging themtoexplorefurther.

Email marketing campaigns that deliver personalized content, promotions, and product recommendations based on user preferences and behaviors, driving traffictoYSL'swebsiteandencouraging sign-ups for newsletters or exclusive offers.

Interactive experiences such as virtual try-ontoolsforcosmeticsor360-degree productviewsforfashionitems,allowing users to engage with YSL products in a virtual environment before making a purchasedecision.

CONVERT

YSL aims to convert digital users into customers by facilitating seamless transactionsandencouragingpurchase decisions. Strategies for conversion mayinclude:

Optimizing the user experience (UX) of YSL'swebsiteandmobileapptoensure easy navigation, fast load times, and intuitive checkout processes, reducing frictionandincreasingconversionrates.

Retargeting campaigns that display personalized ads to users who have previously visited YSL's website or shown interest in specific products, reminding them of items they viewed and encouraging them to complete theirpurchase.

Limited-time promotions, discounts, andexclusiveoffersthatcreateasense ofurgencyandincentivizeuserstotake action, converting browsing behavior intosales.

ENGAGE

YSLseekstofosterongoingengagement and loyalty among its digital audience by nurturing relationships, providing valueadded content, and encouraging repeat interactions. Strategies for engagement mayinclude:

Socialmediaengagementtacticssuchas responding to comments, messages, and mentions promptly, fostering conversations with followers, and building a sense of community around the YSL brand.. Loyalty programs that reward customers for their continued patronage and engagement with exclusive perks, benefits, and incentives, encouraging repeatpurchasesandadvocacy.

User-generatedcontent(UGC)campaigns that encourage customers to share their experiences,photos,andtestimonialswith YSLproducts,amplifyingbrandreachand authenticity while fostering a sense of belongingandconnection.

CONSUMERINSIGHTRESEARCH

Thefashionindustryisexperiencingasignificanttransformationwiththeriseofdigitalfashion,drivenbytechnologicaladvancements,changingconsumerbehaviors,andshiftingmarket dynamics.Consumerinsightresearchplaysacrucialroleinunderstandingthemotivations,preferences,andexpectationsofconsumersinthisrapidlyevolvinglandscapewhichcanbe notedthroughkeyinsights(Quantilope,2024).Consumerresearchrevealsagrowingpreferencefordigitalengagementchannels,includingsocialmedia,e-commerceplatforms,andvirtual experiences.MillennialsandGenZ,inparticular,exhibitastrongaffinityfordigitalinteractions,seekingseamlessandimmersiveonlineshoppingexperiences;Theycravepersonalized experiencesandproductsthatreflecttheirindividualityandstylepreferences.Researchindicatesthatcustomizationoptions,personalizedrecommendations,andvirtualtry-onfeaturesare highlyvaluedbyconsumers,enhancingengagementandsatisfactionwithdigitalfashionofferings.

Theconceptofvirtualfashion,includingvirtualclothinganddigitalavatars,isgainingtractionamongconsumers,especiallywithinvirtualcommunitiesandonlinegamingplatforms.Research suggeststhatconsumersareincreasinglyopentoexperimentingwithvirtualfashionandexpressingthemselvesthroughdigitalpersonasandavatars.Environmentalandethical considerationsareinfluencingconsumerpurchasingdecisions,drivingdemandforsustainableandeco-friendlyfashionoptions.Consumerinsightresearchhighlightsagrowingawareness oftheenvironmentalimpactoftraditionalfashionproductionmethods,leadingconsumerstoseekoutsustainablealternatives,includingdigitalfashionsolutions(Maslavi.2023); Socialmediaplatformsplayacentralroleinshapingfashiontrendsandinfluencingconsumerbehaviors.Researchindicatesthatconsumersareheavilyinfluencedbycontentcreators, influencers,andcelebritiesonplatformssuchasInstagram,TikTok,andYouTube,drivingdemandfortrendyandaspirationaldigitalfashionitems.

Brandsmustprioritizeinvestmentsindigitalinfrastructureandtechnologiestomeetconsumerexpectationsforseamlessonlineshoppingexperiences,personalizedinteractions,andvirtual engagementchannels5.ThisincludesimplementingAI-drivenrecommendationengines,virtualtry-onsolutions,andAR/VRexperiencestoenhancethedigitalfashionexperience.They should offerrobustcustomisationoptionsandpersonalizedexperiencestocatertoindividualconsumerpreferencesandenhancebrandloyalty.ByleveragingconsumerdataandAI algorithms,brandscantailorproductofferingsandmarketinginitiativestoalignwitheachconsumer'suniquestyleandpreferences.Sustainabilityshouldbeakeyfocusforbrandsseekingto differentiatethemselvesinthedigitalfashionspace.Byprioritizingsustainablematerials,productionmethods,andsupplychainpractices,brandscanappealtoenvironmentallyconscious consumersandalignwithshiftingconsumervaluestowardsethicalfashionconsumption(Erne,2024).

Collaborationswithinfluencersandcontentcreatorsareessentialforbrandslookingtoincreasevisibilityandrelevanceinthedigitalfashionlandscape.Bypartneringwithinfluential personalitieswhoresonatewiththeirtargetaudience,brandscanamplifytheirreachandcreateauthenticconnectionswithconsumersthroughengagingandrelatablecontent.

Consumerinsightresearchprovidesvaluableinsightsintotheevolvingpreferencesandbehaviorsofconsumersinthedigitalfashionera.Byunderstandingthemotivations,desires,and concernsofconsumers,brandscanadapttheirstrategies,offerings,andexperiencestomeettheevolvingdemandsofthedigital-savvyconsumerandcapitalizeontheopportunities presentedbytheriseofdigitalfashion.WesternEuropebeingthefirstglobalrevenueshare(Statista,21023) the2024EuropeanConsumerTrendsIndexrevealsvaluableinsights reporting underscoretheimportanceofrelationshipmarketingforbuildinggenuinecustomerconnections,with,forexample,65%ofEuropeanconsumerswillingtopaymoretoshopwithbrands theyareloyaltodespiteaturbulenteconomy(Marigold,2019)and78%ofEuropeanconsumerscitetheyarelikelytoengagewithapersonalisedoffertailoredtotheirinterests(Statista, 2023).

TARGETCONSUMERPEN PORTRAIT1

JASMINE, 22 YEARS OLD

Fashioninfluencer

Part-timesocialmediaassistantforvintageluxuryshop

LivesinParis-originallyfromCalifornia

Annualincome£25,000

AlsobuysDior,TomFord,Prada(mostlysecond-hand,ie:Depop)

Veryinterestedinvintageclassichaute-couture

IsveryactiveonPinterest,Instagram,TikTok

Loveseverythingsophisticatedandelegant

Enjoysluxuriousnightsoutandevents,attractedtobranding

Usuallyeatshealthymeals,coffeeaddictandsmokes

ListenstoTheWeeknd, SummerWalker,BrentFaiyaz

Quiteasocialclimber,usuallyhangsinsocialcirclesthatelevateherlifestyle

Enjoysshopping,art,photography,modelling

Interestedin'oldmoney'aestheticinordertoshowcaseahigherstatus

Usuallyseenincafés,inluxurydepartmentstores,nightsout,events

TARGETCONSUMERPEN PORTRAIT2

HYUJIN, 25 YEARS OLD

Fashionmanagementstudent

Part-timesalesassistantinluxurystore

LivesinLondon-originallyfromChina

Annualincome£18,000

AlsobuysRickOwens,Balenciaga, Stussy, Prada

Veryinterestedinluxurystreetwear

IsveryactiveonWeChat,Instagram,TikTok

Loveseverythingmaximalist, hip-hopculture

Enjoysgoingtostreetwearfashionevents

Usuallyeatsready-to-eatmeals, drinkssocially

ListenstoAnderson.Paak,TylertheCreator, ASAPRocky

Quiteasocialite,hangsaroundwithhisfriendsalotandmeetsnewpeopleinsimilarcircles

Enjoysdrawing,sketching,makingmusic,sharingfashioninspiration

Interestedin'maximaliststreetwear'aesthetic

Usuallyseenathome,inmuseums,nightsout,fashionevents

DEVELOPMENTPLAN

Byembracingartificialintelligenceinthefashiondesignprocess,YvesSaintLaurentaimstorevolutionize the way we conceptualize and create outfits, offering customers unprecedented customization, innovation, and sustainability. Through the integration of AI-powered design generation, customization options,virtualtry-onexperiences,andsustainabilityintegration,YSLwillreinforceitspositionasaleader inluxuryfashionwhileshapingthefutureoftheindustry(Sahota,2024).

Research and Development: YSL will allocate resources towards researching and developing AI algorithms tailored to the fashion design process. Collaborating with AI experts, data scientists, and fashiondesigners,wewillcreatearobustAIsystemcapableofgeneratinghigh-qualityoutfitdesignsthat resonatewithourbrandethos.

PrototypeDevelopment:Followingtheresearchphase,YSLwilldevelopaprototypeoftheAI-powered fashion design platform, incorporating key features such as customization options, virtual try-on capabilities, and sustainability integration The prototype will undergo rigorous testing and refinement to ensureoptimalfunctionalityanduserexperience.

PilotProgramandFeedback:YSLwilllaunchapilotprogramtotesttheAI-generatedoutfitconceptwith a select group of customers. Feedback and insights gathered from the pilot program will inform further refinements and improvements to the platform, ensuring alignment with customer expectations and preferences.

Full-Scale Implementation: Upon successful completion of the pilot program, YSL will proceed with the full-scale implementation and rollout of the AI-powered fashion design platform. Through strategic marketing initiatives and partnerships, we will promote the platform to a broader audience, positioning YSLasapioneerinAI-drivenfashioninnovation.

CONCEPTMOCK-UPS

DIG TAL GARMENTS

MYAIOUTFITS

CONCEPTMOCK-UPS

CONCEPTMOCK-UPS

ThesemockupshavebeencreatedusingtheapplicationStylingLabtoshowcasehowtheYSLapplication couldintegratethistechnology.

CONCEPTMOCK-UPS

OriginalPicture AIgeneratedoutfitsviaStylingLabinthestyleofYSLgarments

CONCEPTMOCK-UPS

CONCEPTMOCK-UPS

ThenuserscanposttheirpicturesondifferentsocialmediaplatformsgivingYSLfreeadvertisingandbrandawareness;

PRIMARYRESEARCH

DIGITALFASHIONEXPERT

Interviewingindustryexpertsorstakeholdersaboutthefutureofdigitalfashion providesvaluableinsightsintoemergingtrends,technologies,andopportunitiesinthefashion industry HerearesomeinterviewquestionsfocusedonthefutureofdigitalfashionwithVanishkaHimatsingka,a3Ddigitalfashiondesigner Theseinterviewquestionstranscribed viaLinkedIncanhelpshedlightonthefuturedirectionofdigitalfashionandprovidevaluableinsightsforSaintLaurent seekingtoinnovateandadapttothechangingdynamicsof theindustry.:

How do you envision the future of digital fashion evolving in the next decade?

Ienvisiondigitalfashionevolvingsignificantlyastechnologycontinuestoadvance.Peoplewilllikelyembracetheconceptofadigitalwardrobe,allowingforgreaterflexibility, creativity,andexpressionintheirstylechoices.Withtheriseofvirtualandaugmentedreality,individualsmayexperimentwithclothingandaccessoriesinvirtualspaces,blurringthe linesbetweenphysicalanddigitalfashion.

Whatroledoyouseetechnologyplayinginshapingthefutureoffashion,particularlyintermsofdigitalinnovationandsustainability?

Advancementsintechnologywillenablethedevelopmentofmoresustainablepracticesthroughoutthefashionsupplychain,frommaterialssourcingtoproductionand distribution.Digitaltoolssuchasvirtualprototyping,3Dprinting,andAI-drivendesignsoftwarewillstreamlinethedesignandmanufacturingprocesses,reducingwasteand environmentalimpact.Overall,thefutureofdigitalfashionholdspromisesforenhancedcreativity,accessibility,andsustainabilityinthefashionindustry.

Can you discuss some emerging trends or technologies in digital fashion that you believe will have a significant impact on the industry?

Certainly!Severalemergingtrendsandtechnologiesindigitalfashionarepoisedtohaveasignificantimpactontheindustry-VirtualTry-OnandAugmentedReality(AR),3D FashionDesignandDigitalSampling,PersonalizedandCustomizedFashionandVirtualFashionShowsandDigitalRunways.

Enhancedvirtualtry-onexperiences,immersiveshoppingexperienceswhereVRtechnologyallowsconsumerstoimmersethemselvesinvirtualshoppingenvironments andinteractwithproductsinalifelikesettingandvirtualfashionshowsandeventswhichwillenablefashionbrandstohostvirtualfashionshows,runwaypresentations,and exclusiveeventsthatcanbeattendedbyaglobalaudiencefromanywhereintheworld.

Howdoyouanticipatedigitalfashionplatformsandmarketplacesevolvingtomeetthechangingneedsandpreferencesofconsumers?

Asdigitalfashionplatformsandmarketplacescontinuetoevolve,Ianticipateagreateremphasisonpersonalisationandco-creationchoicestomeetthechangingneedsand preferencesofconsumers.Additionally,digitalfashionplatformsarelikelytobecomemoreinclusiveanddiverse,cateringtoawiderrangeofbodytypes,styles,andcultural preferences.Thisshifttowardsinclusivityreflectsagrowingdemandfromconsumersforgreaterrepresentationandauthenticityinthefashionindustry.

PRIMARYRESEARCH

DIGITALFASHIONEXPERT

Whatopportunitiesdoyouseeforfashionbrandstoleverageartificialintelligence(AI)anddataanalyticstopersonalizethecustomerexperienceanddrivesales?

Enhancedvirtualtry-onexperiences,immersiveshoppingexperienceswhereVRtechnologyallowsconsumerstoimmersethemselvesinvirtualshoppingenvironmentsand interactwithproductsinalifelikesettingandvirtualfashionshowsandeventswhichwillenablefashionbrandstohostvirtualfashionshows,runwaypresentations,andexclusive eventsthatcanbeattendedbyaglobalaudiencefromanywhereintheworld

Howwilldigitalizationimpacttraditionalfashionretailchannelssuchasbrick-and-mortarstores,andwhatstrategiescanbrandsadopttoadapttothesechanges?

Asdigitalfashionplatformsandmarketplacescontinuetoevolve,Ianticipateagreateremphasisonpersonalizationandco-creationchoicestomeetthechangingneedsand preferencesofconsumers.Additionally,digitalfashionplatformsarelikelytobecomemoreinclusiveanddiverse,cateringtoawiderrangeofbodytypes,styles,andcultural preferences.Thisshifttowardsinclusivityreflectsagrowingdemandfromconsumersforgreaterrepresentationandauthenticityinthefashionindustry.

Canyoudiscussthepotentialchallengesorobstaclesthatfashionbrandsmayfaceinembracingdigitalization,andhowcantheyovercomethesechallenges?

Theremayberesistancetochangefromwithintheorganization,particularlyamongemployeeswhoareaccustomedtotraditionalmethodsofoperationandimplementingdigital technologiescanbecostlyandresource-intensive,especiallyforsmallerbrandswithlimitedbudgetsandtechnicalexpertise.

Inwhatwaysdoyouexpectsustainabilitytoinfluencethefutureofdigitalfashion,andhowcanbrandsincorporatesustainablepracticesintotheirdigitalinitiatives?

Sustainabilityisexpectedtoplayasignificantroleinshapingthefutureofdigitalfashion,influencingbothconsumerpreferencesandindustrypractices.Brandshaveanopportunity toincorporatesustainablepracticesintotheirdigitalinitiativesbyadoptingenvironmentallyfriendlymaterialsandproductionmethods,optimizingsupplychainprocessestoreduce wasteandcarbonemissions,andpromotingcircularitythroughinitiativessuchasclothingrental,resale,andrecyclingprograms.Additionally,brandscanleveragedigital technologiessuchasvirtualprototyping,3Dprinting,andon-demandmanufacturingtominimizeoverproductionandcreatemoreefficientandsustainableproductionprocesses.

Byembracingsustainabilityintheirdigitalinitiatives,fashionbrandscannotonlyreducetheirenvironmentalimpactbutalsoappealtoagrowingsegmentofsociallyand environmentallyconsciousconsumers,ultimatelydrivingpositivechangewithintheindustry.

Whatadvicewouldyougivetofashionbrandslookingtofuture-prooftheirbusinessesandstayaheadoftrendsintherapidlyevolvingdigitallandscape?

Theyshouldprioritizeinnovationandagility,constantlyseekingoutnewtechnologies,trends,andconsumerpreferencestoadaptandevolvetheirofferingsaccordinglyand prioritisesustainabilityandsocialresponsibility,recognizingthegrowingimportanceofthesevaluestoconsumersandsocietyatlarge.

PRIMARYRESEARCH

TARGETCONSUMER

InterviewingclientsabouttheirexperiencewithYvesSaintLaurent(YSL)canprovidevaluablefeedbackonthebrand'sproducts,services,andoverall customerexperience,includingareasofstrengthandopportunitiesforimprovement.Byunderstandingtheperspectivesandfeedbackofclients, YSLcanenhanceitsproducts,services,andcustomerinteractionstobettermeettheneedsandexpectationsofitsclientele.

CanyoudescribeyouroverallexperiencewithYSLasabrand?

ImainlyshopfromYSLbeautyandperfumes,asthosearetheirproductsIlikemost.MyexperiencewiththebrandhasbeenpositiveoverallasanytimeIhavepurchaseda productstaffattheYSLdeskshavebeenapproachableandhelpful.However,ontheoffchanceofgoingintooneoftheirstoresorstandsinSelfridges,Ihavefoundthe generaldesignlayoutnotasexcitingasothercompetitorbrandslikeBurberryforexample.

WhatinitiallyattractedyoutoYSLproductsorservices?

ThequalityoftheirmakeupinitiallyandIswearbyYSLbeauty,isatrustedbrandthatInowuse.Thisthensparkedmyinterestintheirperfumerangewhichhasbecomea staplefragranceforme.TheactualaccessibilityofproductsiswhathasattractedmethemostasIcanpurchaseYSLbeautyonthehighstreetoronlinewithease.

Canyoushareamemorableexperienceyou'vehadwhileinteractingwithYSL,eitheronlineorin-store?

IappreciatetheirappthemostasitisaneasywaytobrowseitemsandsavewhatIwouldliketopotentiallypurchase.Instorestaffhavealwaysbeenpoliteandhave offeredassistanceorguidancewhenbrowsingwhichisamustwhenshoppingatanyluxurybrand.IpreviouslypurchasedjewelleryfromtheirstoreonNewBondStreet aspartofabirthdaygiftandwasassistedbystaffmemberstotryfindtheidealpiece.

HowwouldyoudescribetheonlineshoppingexperienceonYSL'swebsiteormobileapp?

Easytonavigateandfitsthebrand'saesthetic.IlikethatthereisanoptiontocontactclientservicesifrequestingaspecificproductasIcancontactthemifasizeorcolour isn'tavailabletothentryandgetitorderedin.

PRIMARYRESEARCH TARGETCONSUMER

No

HaveyouparticipatedinanyspecialeventsorpromotionshostedbyYSL,andifso,whatwasyourexperiencelike?

WhatroledoesYSL'sbrandimageandreputationplayinyourdecisiontopurchasetheirproducts?

Iadmirethebrand,particularlyitsrichhistoryandthefactsomeoftheirclothingstillreferenceitsearlydaysofdesigne.g.useofsafaristyleclothing.

Basedonyourexperience,areyouinterestedintechnologicalinnovation?Ifyes,howso?

Iwouldbe100% interestedifYSLinnovatedtheirbrandmore,particularlyinstoreasithinkitwouldimprovetheoverallexperience.IntroducingARonline wouldalsobefuntosee,sothatthere'saclearerrepresentationofclothing.Alongsidethistechnologicalinnovationinasustainablewaycouldbeintegratedby YSLthroughcollaborationse.g.couldbesimilartoParleycollabs.Sustainabilitycouldalsobeincorporatedthroughinnovativematerialslikeplantbasedleather alternative

WouldyoupurchasedigitalYSLgarmentstoshowcaseyourfashiononyoursocialmedia?

Potentially,asitisamoresustainableoptionandmakesitmoreaccessiblesoIseethebenefitsofit.

WhatisthemajoradvantageyouseeinpurchasingYSLproductsasaGenZconsumer?

TheminimalisticaestheticIthinkstandsoutaspurchasingitemsthatarestapleaddsmorelongevityasitbecomesatimelesspiecewhichlotsofYSLis,making itslightlymoresustainable.

WhatisthemaindownsideyoufindwhilepurchasingYSLgarmentsasaGenZconsumer?

ForGenZsustainabilityandbeingnicheseemstobeamassivepartofwhoweareandtosomeextentYSLdoesn'tfitthatparticularlywiththeiriconictassel bags.TosomedegreeYSLcouldfeeldatedandnotasrelevantofabrandforourgeneration;

COMMUNICATIONSTRATEGY

DRIPMODEL

DIFFERENTIATE REINFORCE

YSLmustdifferentiateitselffromcompetitorsbyhighlightingitsuniqueselling points,suchasitsheritageofinnovation,craftsmanship,andluxury.Thebrand should emphasize its distinct design aesthetic, iconic products, and celebrity endorsementstostandoutinthecompetitivefashionmarket. Differentiation can be achieved through visually striking advertising campaigns, collaborations with renowned artists and designers, and the use of innovative materials andtechniquesinproductdesign

YSL should reinforce its brand identity and values through consistent messaging across all touchpoints. This includes advertising, social media, website content, and in-store experiences. By maintaining a cohesive brand image,YSLcanbuildtrustandloyaltyamongcustomers.

Reinforcement tactics may include showcasing YSL's iconic logo and monogram, incorporating brand colors and visual elements in marketing materials, and highlighting the brand's commitment to sustainability and socialresponsibility.

INFORM PERSUADE

YSL needs to inform customers about its products, collections, and brand storytoeducateandengagethem.Thiscanbeachievedthroughinformative content such as blog posts, product descriptions, and behind-the-scenes videosthatprovideinsightsintoYSL'sdesignprocessandcraftsmanship. Informative content should also include details about new releases, limitededitioncollections,andcollaborationstokeepcustomersinformedaboutthe latestofferingsfromYSL

YSL should persuade customers to make a purchase by showcasing the value and benefits of its products. This can be done through persuasive messaging that highlights product features, benefits, and unique selling propositions.

Persuasion tactics may include offering exclusive promotions or discounts, leveraging social proof through customer testimonials and reviews, and creatingasenseofurgencythroughlimited-timeoffersorproductscarcity.

COMMUNICATIONSTRATEGY

PESOMODEL

Advertisingplacementsinprintpublications fashionmagazines andonlineplatforms.

Sponsoredcontentonsocialmediaplatformssuchas Instagram, TikTokandTwitter.

Pay-per-click(PPC)advertisingcampaignsonsearchengines likeGoogle

Influencercollaborationsandsponsoredpostswithfashion bloggersorcelebrities.

PAIDMEDIA

Earnedmediainvolvespublicityorcoveragegainedthroughorganic orthird-partysources.ForYSL,earnedmediachannelsmayinclude: Presscoverageinfashionmagazines,newspapers,andonline publicationsfeaturingYSL'slatestcollections,events,or initiatives.

Reviews,editorials,orfeaturesaboutYSLproductsorbrandin fashionblogsorinfluencerplatforms

Socialmediamentions,shares andtagsfromcustomers, influencers,orbrandadvocatesshowcasingYSLproductsor experiences.

EARNEDMEDIA

Ownedmediaencompasseschannelsthataredirectlycontrolledor ownedbythebrand:

YSL'sofficialwebsite,whichservesasadigitalhubforbrand information,productcatalog onlineshopping,andcontent suchaslookbooks,editorials,andbrandstories

Emailnewslettersandmarketingcampaignssentto subscriberstopromotenewcollections,events,or exclusiveoffers

YSL'smobileapp providinguserswithpersonalzed shoppingexperiences,virtualtry-onfeatures,andaccessto exclusivecontentandrewards.

OWNEDMEDIA

SHAREDMEDIA

Sharedmediareferstocontentthatissharedordistrbutedthroughsocia mediaplatformsandonlinecommunities ForYSL sharedmedachannels mayinclude:

YSL'sofficialsocialmediaaccountsonplatformslikeInstagram Facebook,Twitter,andPinterest,wherethebrandsharescurated content,updates,andbehind-the-scenesglimpses

User-generatedcontent(UGC)featuringYSLproductssharedby customers,influencers,orfansonsocialmedia,accompaniedby brandedhashtagsortags.

Socialmediacontests,chalenges,orcampaignsinitatedbyYSLto engagewithfollowersandencouragesharingandparticipation

By strategically leveraging the PESO model, YSL can create integrated marketing and communication campaigns that maximize reach, engagement, and impact across various media channels, driving brand awareness, affinity, and sales in the fashion industry.

DIGITALMEDIAPLAN

MARKETRESEARCH QUARTER1 QUARTER2

DIGITALMARKETINGCAMPAIGNS

INFLUENCERPARTNERSHIP

CONTENTCREATION

EVENTSANDEXPERIENCES

EMAILMARKETINGCAMPAIGNS

PUBLICRELATIONSEFFORTS

SOCIALMEDIAMANAGEMENT

TECHNOLOGYINFRASTRUCTURE

PILOTTESTSANDEXPERIMENTS

DATAANALYSISANDOPTIMISATION

Markedcell:Taskscheduledforthequarter.

Emptycell:Tasknotscheduledforthequarter.

BUDGETPLAN

CreatingabudgetmarketingplanforYvesSaintLaurent(YSL)involvesoutliningthekeystrategiesandtacticstoachievethebrand'smarketingobjectiveswithinaspecifiedbudgetegularlytrackkey performanceindicators(KPIs)suchaswebsitetraffic,engagementmetrics,conversionrates,andreturnoninvestment(ROI).Analyzedataandinsightstoassesstheeffectivenessofmarketingefforts andmakeadjustmentsasneededtooptimizeperformanceandachievemarketingobjectives.Byfollowingthisbudgetmarketingplan,YvesSaintLaurent(YSL)caneffectivelyallocateresources, implementstrategicinitiatives,andachieveitsmarketingobjectiveswhilemaximizingreturnoninvestmentandmaintainingfinancialdiscipline.

Allocatefundsfortargeteddigitaladvertisingcampaignsacrossvariouchannelssuchassocial media,searchengines,andfashionwebsites.

Invest in collaborations with influencers, celebrities, and brand ambassadors to amplify brand messagingandreachnewaudiences.

Budget for creating high-quality content, including photos, videos, blog posts, and interactive experiences,toengagewithcustomersandshowcaseYSL'sproductsandbrandstory.

llocatefundsforhostingexclusiveevents,fashionshows,andexperientialactivationstoengage withcustomersandcreatememorablebrandexperiences.

Investinemailmarketingcampaignstonurtureleads,drivesales,andpromotespecialoffersand eventstoYSL'semailsubscribers.

Budgetforpublicrelationsefforts,includingmediaoutreach,pressreleases,andinfluencergifting, tosecurepresscoverageandgeneratebuzzaroundYSL'sbrandandproducts.

Allocate funds for social media management, including content creation, community management,andpaidsocialadvertising,toengagewithfollowersandgrowYSL'ssocialmedia presence.

Invest in market research, data analysis, and consumer insights to inform marketing strategies, optimizecampaigns,andmeasuretheeffectivenessofmarketingefforts.

£570,000

£1,180,000 £85,000 £90,000 £1,180,000 £1,180,000 £85,000

As a leading luxury fashion brand, YSL is proud to unveil its latest digital initiatives, showcasing the intersection of technology, creativity, and luxury craftsmanship at our flagship London store.

Yves Saint Laurent is committed to pushing the boundaries of innovation and creativity in the fashion industry. With our digital fashion innovations, we invite you to join us on a journey of discovery, inspiration, and luxury like never before. Thank you for your interest in YSL's digital fashion innovation.

LEARN

VIRTUAL TRY-ON EXPERIENCE AUGMENTED REALITY SHOPPING

VIRTUAL FASHION SHOWS PERSONNALIZED RECOMMENDATIONS 02 01 03 04

Explore YSL's iconic collections like never before with our virtual try-on experience.Usingaugmentedreality (AR) technology, customers can virtually try on YSL garments and accessories, allowing them to see howeachpiecelooksandfitsbefore makingapurchase.

Immerse yourself in the world of YSL with our augmented reality shopping experiences. With just a few taps on your smartphone or tablet, you can visualize YSL products in your own space, customize colors and materials, and shop with confidence from the comfortofyourhome.

Experience the glamour and excitement of YSL's fashion shows fromanywhereintheworldwithour virtual fashion events. From exclusive runway presentations to behind-the-scenes access, our virtual fashion shows bring the magicofYSL'scollectionsdirectlyto yourscreen.

Discover your perfect look with personalized recommendations from YSL. Using advanced data analytics and artificial intelligence (AI), we analyze your preferences and style preferences to curate personalized product recommendations tailored to your individualtaste.

ETHICALCONSIDERATIONS

In the process of digitalizing its brand, Yves Saint Laurent (YSL) must consider various ethical considerations to ensure that its digital initiatives align with the brand's values and responsibilities. Here are some ethical considerations for YSL regarding digitalization:

DataPrivacyandSecurity:

YSL must prioritize the protection of customer data collected through its digital platforms. This includes implementing robust data privacy measures, obtaining explicit consent for data collection and processing, and safeguarding sensitive informationfromunauthorizedaccessormisuse.

TransparencyandAccountability:

YSL should be transparent about how it collects, uses, and shares customer data. Clear and concise privacy policies, terms of service, and cookie consent notices should be provided to users, enabling them to make informed decisions about their onlineinteractionswiththebrand.

AuthenticityandTransparencyinInfluencerMarketing:

When collaborating with influencers and brand ambassadors, YSL should ensure that partnerships are transparent and authentic. Influencers should disclose any sponsored content or partnerships with YSL to maintain trust and credibility with theirfollowers.

SustainabilityandEnvironmentalImpact:

YSL should consider the environmental impact of its digital operations, including energy consumption, electronic waste, and carbon emissions associated with data centers and digital infrastructure. Implementing sustainable practices such as energy-efficient servers, responsible data management, and eco-friendly packagingcanmitigateenvironmentalharm.

AccessibilityandInclusivity:

YSL's digital platforms should be accessible to individuals of all abilities, including those with disabilities. This involves designing websites and mobile apps that comply with accessibility standards, providing alternative text for images, captions forvideos,andensuringcompatibilitywithassistivetechnologies.

ConsumerProtectionandFairPractices:

YSL should adhere to consumer protection laws and regulations governing online commerce, advertising, and marketing practices. This includes avoiding deceptive or misleading advertising, respecting consumer rights, and addressing customer complaintsandgrievancespromptlyandfairly.

CulturalSensitivityandDiversity:

YSL should demonstrate cultural sensitivity and diversity in its digital content and marketing campaigns. This involves representing diverse perspectives, cultures, and identities authentically and respectfully, avoiding stereotypes or cultural appropriation.

EmploymentPracticesandDigitalWorkforce:

YSL should ensure fair and ethical employment practices for its digital workforce, including employees, contractors, and third-party vendors. This includes providing fair wages, benefits, and opportunities for professional development, as well as fosteringasafeandinclusiveworkenvironment.

By addressing these ethical considerations, Yves Saint Laurent (YSL) can demonstrate its commitment to responsible digitalization and uphold its reputation as a socially responsibleandethicalfashionbrand.

RISKS

Innovating and digitalizing Yves Saint Laurent (YSL) comes with several risks that the brand must carefully consider to ensure successful implementation and mitigate potential negative impacts. Some of the risks associated with innovating and digitalizing. Introducing too many digital initiatives or venturing into unrelated areas could dilute the core identity and heritage of the YSL brand. Innovation should be aligned with the brand's values, aesthetics, and positioning to avoid confusing or alienating loyal customers.

Relying heavily on digital technologies introduces dependencies on third-party platforms, software, and infrastructure. Technical failures, system outages, or disruptions in digital operations could impact business continuity, customer experience, and revenue generation. The luxury fashion industry is highly competitive, with rivals constantly innovating and digitalizing their operations. YSL must stay abreast of industry trends, consumer preferences, and technological advancements to remain competitive and avoid falling behind competitors.

Collecting and analyzing customer data for digital initiatives raises privacy concerns among consumers. Mishandling of personal information, data breaches, or privacy violations could damage trust and tarnish YSL's reputation, leading to legal and regulatory repercussions. Digitalization exposes YSL to cybersecurity threats such as hacking, malware, and phishing attacks. Breaches in digital security could compromise sensitive information, including customer data, intellectual property, and financial transactions, resulting in reputational damage and financial losses.

Employees may resist changes introduced by digital transformation initiatives, fearing job displacement, skills obsolescence, or changes in work processes. Overcoming resistance to change requires effective communication, training, and organizational support to ensure smooth adoption of digital technologies and workflows.Digital innovation projects often incur higher-than-expected costs due to factors such as technology investments, talent acquisition, and implementation challenges. Poor budgeting, scope creep, or mismanagement of resources could lead to cost overruns and financial strain on YSL's operations.

Not all customers may embrace digitalization, particularly older demographics or those with limited access to technology. Exclusively focusing on digital channels could alienate certain customer segments, leading to reduced market reach and missed opportunities for engagement and sales.

Digital innovations may raise ethical dilemmas and social concerns related to issues such as data privacy, algorithmic bias, digital addiction, and societal inequality. YSL must consider the ethical implications of its digital initiatives and strive to uphold ethical standards and social responsibility in its operations.

By acknowledging and addressing these risks proactively, Yves Saint Laurent (YSL) can navigate the challenges of innovating and digitalizing its brand effectively while maximizing opportunities for growth, differentiation, and customer engagement in the digital age

FUTUREOPPORTUNITIES

Looking into the future, Yves Saint Laurent (YSL) has several opportunities for marketing that can help the brand stay at the forefront of the fashion industry and connect with consumers in innovative ways. Some future opportunities for YSL marketing include:

Digital Experiences and Virtual Reality (VR):

YSL can leverage virtual reality technology to create immersive digital experiences that allow customers to explore its collections, attend virtual fashion shows, and interact with virtual replicas of iconic YSL garments. VR experiences can enhance engagement, drive brand excitement, and provide unique opportunities for storytelling and brand immersion.

Augmented Reality (AR) Shopping Experiences:

YSL can implement AR technology to offer virtual try-on experiences for its products, allowing customers to visualize how garments look and fit before making a purchase online. AR-powered mobile apps can also enable customers to virtually customize YSL products, experiment with different styles and colors, and personalize their shopping experience.

Sustainability and Ethical Fashion:

YSL can capitalize on the growing demand for sustainable and ethical fashion by highlighting its commitment to sustainability, responsible sourcing, and environmental stewardship in its marketing initiatives. Communicating the brand's efforts to reduce carbon footprint, minimize waste, and support ethical labor practices can resonate with environmentally-conscious consumers and enhance brand loyalty.

Inclusive Marketing and Diversity Representation:

YSL can embrace diversity and inclusivity in its marketing campaigns by featuring a diverse range of models, influencers, and brand ambassadors from different backgrounds, ethnicities, and body types. Celebrating diversity in marketing communications can foster inclusivity, resonate with a broader audience, and reflect the brand's commitment to social responsibility and representation.

Collaborations and Partnerships:

YSL can collaborate with artists, designers, musicians, and cultural icons to create limited-edition collections, co-branded products, and exclusive collaborations that generate buzz and excitement among fashion enthusiasts. Strategic partnerships with luxury retailers, fashion platforms, and lifestyle brands can expand YSL's reach and appeal to new audiences.

Interactive Content and Gamification:

YSL can engage consumers through interactive content and gamification strategies that encourage participation, creativity, and social sharing. Interactive quizzes, styling challenges, and virtual fashion competitions can drive user engagement, generate user-generated content, and foster community interactions around the YSL brand.

Personalization and Data-driven Marketing:

YSL can leverage customer data and AI technology to deliver personalized marketing experiences tailored to individual preferences, behaviors, and purchase history. Personalized recommendations, targeted promotions, and dynamic content optimization can enhance relevance, drive conversions, and strengthen customer relationships.

Omnichannel Integration and Seamless Shopping Experiences:

YSL can integrate its digital and physical channels to offer seamless omnichannel shopping experiences that allow customers to move seamlessly between online and offline touchpoints. Features such as click-and-collect, virtual appointments, and in-store digital experiences can bridge the gap between digital and physical retail, driving convenience and satisfaction for customers.

By embracing these future opportunities for marketing, Yves Saint Laurent (YSL) can innovate, differentiate, and stay ahead of the curve in the ever-evolving fashion landscape, while continuing to delight and inspire its global audience of fashion enthusiasts.

CONCLUSION

In conclusion, the digitalization of Yves Saint Laurent (YSL) presents a transformative opportunity for the brand to innovate, differentiate, and regain its competitive edge in the dynamic fashion industry. By embracing digital fashion and implementing strategic initiatives, YSL can revitalize its brand and position itself for long-term success. Here are key points to consider: YSL should embrace digital fashion innovation by leveraging technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) to create immersive, personalized, and interactive experiences for customers. Digital fashion initiatives can enhance brand engagement, drive excitement, and differentiate YSL in the market. Implementing digital fashion initiatives enables YSL to enhance customer engagement by offering virtual try-on experiences, personalized styling recommendations, and interactive design tools. By empowering customers to participate in the design process and express their individuality, YSL can foster deeper connections and loyalty among its audience.YSL should differentiate itself from competitors by offering customization options for its digital fashion garments. By allowing customers to personalize their designs with fabric choices, colors, and embellishments, YSL can cater to diverse preferences and create unique, oneof-a-kind pieces that resonate with its discerning clientele.

Additionally, Implementing digital fashion initiatives can help YSL revive brand excitement and relevance in the fashion landscape. By showcasing creativity, innovation, and forward-thinking, YSL can capture the attention of digital-savvy consumers and position itself as a trendsetter and innovator in the industry.

YSL should drive integration between its online and offline channels to offer seamless omnichannel shopping experiences for customers. By bridging the gap between digital and physical retail, YSL can provide convenience, flexibility, and consistency across all touchpoints, enhancing the overall customer journey.

As part of its digitalization efforts, YSL should emphasize sustainability and social responsibility in its operations and communications. By adopting sustainable practices, reducing environmental impact, and supporting ethical labor practices, YSL can appeal to conscious consumers and align with evolving societal values.

In conclusion, by embracing digital fashion and implementing strategic initiatives, Yves Saint Laurent (YSL) can gain a competitive advantage, revive its brand, and position itself for success in the digital age. Through innovation, creativity, and a commitment to excellence, YSL can continue to inspire and captivate fashion enthusiasts around the world for generations to come.

APPENDICES & REFERENCES

APPENDICES

INVITATION TO PARTICIPATE IN A RESEARCH PROJECT

PARTICIPANT INFORMATION

Project Ttle: SAINT LAURENT: The Future of Luxury Fashion and Digital Consumerism Student

Lead: Rose Forrester

Emai address: r forrester1220191@arts ac uk

Phone number: 07545473833

Two interviews were conducted for consumer insight research as well as to establish the plausibility of the innovation and if it fits with thebrand’saesthetic. Pleasefind the consent forms explaining to the interviewee the terms and conditions as well as their rights. The interviews were done by writing and the transcript can be foundinthefollowingslides.

Dear Vanshka,,

You are invted to partcipate n an intervew focused on Yves Saint Laurent (YSL) as a brand and its nnovative initatves in the fashion industry

Please read this sheet carefuly and be confdent that you understand ts contents before decding whether to participate

Why have you been approached?

As a respected expert in the fied of fashion, your insights and expertise would be invaluable n hepng us gain a deeper understanding of YSLs brand identity, its approach to innovaton, and its impact on the fashion andscape

If I agree to participate, what wil I be required to do?

The interview wil cover topics such as:

• • • •

YSL's brand postionng and hertage Innovative ntiatives and digitalisation efforts undertaken by YSL. Emergng trends and opportunites in the fashion ndustry Predictons for the future of digital fashion and YSLs role in shapng t

What are the poss ble risks or disadvantages?

Certain y! Interviews, while va uable for gathering information and insights, come with both advantages and d sadvantages Here are some of them:

Advantages:

Rich and Detailed Responses: Interviews allow for in-depth explorat on of topics, providing r ch and deta led responses from participants. This depth can uncover nuanced perspect ves and insights that may not be apparent through other research methods

Flexibil ty: Interviews can be flexible in terms of format (e.g., in-person, phone, video), timing, and structure This flex b lity a lows researchers to adapt the interview approach to suit the preferences and availability of participants.

Opportunity for Clarification: Interviewers can ask follow-up questions or seek clar fication on responses, enabling a deeper understanding of the participant's

perspectives and ensuring that key points are ful y addressed.

Personal Connection: Interviews provide an opportunity to establ sh a personal connection with participants, fostering trust and rapport This connection can encourage openness and honesty, lead ng to more candid responses

Qual tative Insights: Interviews generate qua itative data that captures the r chness and complexity of human exper ences, attitudes, and behav ours. This type of data can prov de va uable context and understanding, particularly in exploratory research.

Disadvantages:

T me-Consuming: Conducting interviews can be time-consuming, both interms of arranging interviews and transcrib ng and ana ysing the data afterward. This can be particularly cha lenging when dealing with a large number of partic pants or when scheduling conflicts arise

Bias and Sub ectiv ty: Interv ews are sub ect to interviewer bias and participant subjectivity, which can influence the quality and va idity of the data collected Interv ewers may nadvertently steer the conversation or interpret responses in a way that a igns w th their own preconceptions.

Lim ted Genera isabi ity: The findings from interv ews may not be representat ve of the broader popu ation, as they are based on the perspect ves of a smal , non-random sample of partic pants. As such, it can be chal eng ng to generalise find ngs to a arger populat on or draw broad conc us ons.

Socia Des rab lity Bias: Participants may provide responses that they perceive as socially des rable or acceptable, rather than expressing their true thoughts or experiences. This can lead to inaccuracies or d stort ons in the data co lected, particularly on sensitive or controvers a topics.

Resource Intensive: Interviews require significant resources n terms of time, manpower, and budget. From recruiting and train ng interviewers to transcribing and analysing data, conducting nterv ews can be resource- ntens ve, part cu arly for large-scale research pro ects

Overall, while interv ews offer va uab e insights and depth of understanding, researchers must careful y consider the advantages and disadvantages to ensure that the chosen research method a igns w th the goals and requirements of the study

What are the benefits associated w th participation?

Be ng interv ewed can offer numerous benefits for ndiv dua s or organisations Here are some of the key benefits:

Visibi ity and Exposure: Interviews provide an opportunity to showcase expertise, experiences, or achievements to a wider audience. Th s exposure can he p individuals or organisations ga n vis b lity within their industry or community.

answers can be used in education and what happens to the shared information:

Research and Analysis: Interview answers can serve as primary data for research pro ects, academic studies, or dissertations. Researchers may analyse nterv ew transcr pts to identify themes, patterns, or insights relevant to the r research quest ons. Th s ana ysis can contribute to the advancement of knowledge in var ous fields and d sciplines.

Case Studies: Interview answers can be used to create case studies that llustrate rea -wor d scenarios, cha lenges, or best pract ces. Case studies provide valuable learning opportunities for students to analyse and apply theoret ca concepts in practical contexts They can a so serve as teaching mater a s n classrooms or professional development programs

Knowledge Sharing: Interv ew answers can be disseminated through various channels to share insights with a w der audience. This may include publishing art cles, reports, or academ c papers based on interview findings Additiona ly, interv ews can be recorded or transcribed and shared on educational platforms, websites, or digita repositories for broader access and dissemination

Ethical Cons derations: It's essential to upho d eth cal standards when using interv ew answers for educational purposes This nc udes obtaining informed consent from interview partic pants, ensur ng confidentiality and anonymity as appropriate, and respecting part cipants' r ghts and pr vacy Researchers and educators must adhere to ethical guidelines and protocols to protect the integr ty and dignity of nterv ewees

Continuous Improvement: Feedback obta ned from nterview answers can inform continuous mprovement efforts in educational programs, polic es, or practices By istening to the perspect ves and experiences of nterv ewees, educators and admin strators can dent fy areas for enhancement, address gaps or challenges, and mplement changes to better meet the needs of learners and stakeholders.

In summary, the educationa use of interview answers involves leveraging the insights and experences shared by interviewees to support earnng, research, and professonal development endeavours By harnessing the power of intervews, educators, researchers, and practitoners can enrch educationa experences, advance knowedge, and foster positive outcomes n diverse educational settings

What are my rights as a participant?

•The right to withdraw from participation at any time

•The right to request that any recording cease

•The right to have any data withdrawn and destroyed, provided t can be reliably dentified, and provided that so doing does not increase the risk for the partcipant

•The right to be de-identifed n any photographs ntended for public publicaton, before the point of publicaton

•The right to have any questions answered at any tme

Whom should I contact if I have any quest ons or want to withdraw my consent?

Rose Forrester r.forrester1220191@arts.ac.uk 075454 73833

PRIVACY NOTICE

Participant: Vanshka Himatsangka

Date: 14/02/2024 (Signature)

Your persona data wil be processed by UAL on its managed systems for research purposes with your expicit consent.

As part of this project, your data wll be shared with UAL and LinkedIn for the same purpose

You can find more information about UAL and your privacy rights at www arts ac uk/privacyinformation.

CONSENT TEMPLATE

I have had the project explained to me, and I have read the nformation sheet

I agree to partcipate in the research project as described I agree to the items checked below:

o be nterviewed that my voice will be audo recorded that my photo / a film of me wil be taken to be observed and for field notes to be taken that information obtained may be published in an anonymised form

•I acknowledge that:

•I understand that my participation s voluntary and that I am free to withdraw from the proect at any tme and to withdraw any unprocessed data previously suppled (unless folow-up is needed for safety)

•The project is for the purpose of research It may not be of direct beneft to me

(c)The privacy of the persona informaton I provide will be safeguarded and ony discosed where I have consented to the discosure or as required by aw

(d)The securty of the research data wll be protected during and after completion of the study The data collected during the study may be pubished Any information which wil identify me will not be used

Particpant’s Consent

‘I agree to the above as indicated and give my explicit consent under GDPR Art.6(1)(a) and Art 9(2)(a) for my persona data to be processed by UAL as indicated on this form, including any special category data I may choose to provide

INTERVIEW1TRANSCRIPTWITHVANISHKAHAMINTSINGKAVIALINKEDIN

Howdo youenvisionthe futureofdigital fashionevolvingin the nextdecade?

Ienvisiondigitalfashionevolvingsignificantlyastechnologycontinuestoadvance.Peoplewilllikelyembracetheconceptofadigitalwardrobe allowingforgreaterflexibility creativity,andexpressionintheirstylechoices.Withtheriseofvirtualandaugmentedreality, individualsmayexperimentwithclothingandaccessoriesinvirtualspaces blurringthelinesbetweenphysicalanddigitalfashion

Whatroledoyouseetechnologyplayinginshapingthefutureoffashion,particularlyintermsofdigitalinnovationandsustainability?

Advancementsintechnologywillenablethedevelopmentofmoresustainablepracticesthroughoutthefashionsupplychain,frommaterialssourcingtoproductionanddistribution

Digitaltoolssuchasvirtualprototyping,3Dprinting,andAI-drivendesignsoftwarewill streamlinethedesignandmanufacturingprocesses,reducingwasteandenvironmentalimpact Overall,thefutureofdigitalfashionholdspromisesforenhancedcreativity,accessibility andsustainabilityinthefashionindustry

Canyoudiscusssomeemergingtrendsortechnologiesindigitalfashionthatyoubelievewillhaveasignificantimpactontheindustry?

Certainly!Severalemergingtrendsandtechnologiesindigitalfashionarepoisedtohaveasignificantimpactontheindustry-VirtualTry-OnandAugmentedReality(AR),3DFashionDesignandDigitalSampling,PersonalizedandCustomizedFashionandVirtualFashion ShowsandDigitalRunways.

Enhancedvirtualtry-onexperiences,immersiveshoppingexperienceswhereVRtechnologyallowsconsumerstoimmersethemselvesinvirtualshoppingenvironmentsandinteractwithproductsinalifelikesettingandvirtualfashionshowsandeventswhichwillenable fashionbrandstohostvirtualfashionshows,runwaypresentations,andexclusiveeventsthatcanbeattendedbyaglobalaudiencefromanywhereintheworld.

Howdoyouanticipatedigitalfashionplatformsandmarketplacesevolvingtomeetthechangingneedsandpreferencesofconsumers?

Asdigitalfashionplatformsandmarketplacescontinuetoevolve Ianticipateagreateremphasisonpersonalisationandco-creationchoicestomeetthechangingneedsandpreferencesofconsumers.Additionally,digitalfashionplatformsarelikelytobecomemoreinclusive anddiverse,cateringtoawiderrangeofbodytypes styles,andculturalpreferences.Thisshifttowardsinclusivityreflectsagrowingdemandfromconsumersforgreaterrepresentationandauthenticityinthefashionindustry.

Whatopportunitiesdoyouseeforfashionbrandstoleverageartificialintelligence(AI)anddataanalyticstopersonalizethecustomerexperienceanddrivesales?

Enhancedvirtualtry-onexperiences,immersiveshoppingexperienceswhereVRtechnologyallowsconsumerstoimmersethemselvesinvirtualshoppingenvironmentsandinteractwithproductsinalifelikesettingandvirtualfashionshowsandeventswhichwillenable fashionbrandstohostvirtualfashionshows,runwaypresentations,andexclusiveeventsthatcanbeattendedbyaglobalaudiencefromanywhereintheworld

Howwilldigitalizationimpacttraditionalfashionretailchannelssuchasbrick-and-mortarstores,andwhatstrategiescanbrandsadopttoadapttothesechanges?

Asdigitalfashionplatformsandmarketplacescontinuetoevolve Ianticipateagreateremphasisonpersonalizationandco-creationchoicestomeetthechangingneedsandpreferencesofconsumers.Additionally,digitalfashionplatformsarelikeytobecomemoreinclusive anddiverse,cateringtoawiderrangeofbodytypes styles,andculturalpreferences.Thisshifttowardsinclusivityreflectsagrowingdemandfromconsumersforgreaterrepresentationandauthenticityinthefashionindustry.

Canyoudiscussthepotentialchallengesorobstaclesthatfashionbrandsmayfaceinembracingdigitalization,andhowcantheyovercomethesechallenges?

Theremayberesistancetochangefromwithintheorganization,particularlyamongemployeeswhoareaccustomedtotraditionalmethodsofoperationandimplementingdigitaltechnologescanbecostlyandresource-intensive,especiallyforsmallerbrandswithlimited budgetsandtechnicalexpertise.

Inwhatwaysdoyouexpectsustainabilitytoinfluencethefutureofdigitalfashion,andhowcanbrandsincorporatesustainablepracticesintotheirdigitalinitiatives?

Sustainabiltyisexpectedtoplayasignificantroleinshapingthefutureofdigitalfashion influencingbothconsumerpreferencesandindustrypractices.Brandshaveanopportunitytoincorporatesustainablepracticesintotheirdigitalinitiativesbyadoptingenvironmentally friendlymaterialsandproductionmethods optimizingsupplychainprocessestoreducewasteandcarbonemissions,andpromotingcircularitythroughinitiativessuchasclothingrental,resale,andrecyclingprograms.Additionally,brandscanleveragedigitaltechnologies suchasvirtualprototyping,3Dprinting,andon-demandmanufacturingtominimizeoverproductionandcreatemoreefficientandsustainableproductionprocesses Byembracingsustainabilityintheirdigitalinitiatives,fashionbrandscannotonlyreducetheirenvironmental impactbutalsoappealtoagrowingsegmentofsociallyandenvironmentallyconsciousconsumers,ultimatelydrivingpositivechangewithintheindustry.

Whatadvicewouldyougivetofashionbrandslookingtofuture-prooftheirbusinessesandstayaheadoftrendsintherapidlyevolvingdigitallandscape?

Theyshouldprioritizeinnovationandagility,constantlyseekingoutnewtechnologies,trends,andconsumerpreferencestoadaptandevolvetheirofferingsaccordinglyandprioritisesustainabilityandsocialresponsibility,recognizingthegrowingimportanceofthesevalues toconsumersandsocietyatlarge

APPENDICES

INVITATION TO PARTICIPATE IN A RESEARCH PROJECT

PARTICIPANT INFORMATION

Project Ttle: SAINT LAURENT: The Future of Luxury Fashion and Digital Consumerism Student

Lead: Rose Forrester

Emai address: r forrester1220191@arts ac uk

Phone number: 07545473833

Dear Opheia,

You are invted to partcipate n an intervew focused on Yves Saint Laurent (YSL) as a brand and its nnovative initatves in the fashion industry

Please read this sheet carefuly and be confdent that you understand ts contents before decding whether to participate

Why have you been approached?

As a respected expert in the fied of fashion, your insights and expertise would be invaluable n hepng us gain a deeper understanding of YSLs brand identity, its approach to innovaton, and its impact on the fashion andscape

If I agree to participate, what wil I be required to do?

The interview wil cover topics such as:

• • • •

YSL's brand postionng and hertage Innovative ntiatives and digitalisation efforts undertaken by YSL. Emergng trends and opportunites in the fashion ndustry Predictons for the future of digital fashion and YSLs role in shapng t

What are the poss ble risks or disadvantages?

Certain y! Interviews, while va uable for gathering information and insights, come with both advantages and d sadvantages Here are some of them:

Advantages:

Rich and Detailed Responses: Interviews allow for in-depth explorat on of topics, providing r ch and deta led responses from participants. This depth can uncover nuanced perspect ves and insights that may not be apparent through other research methods

Flexibil ty: Interviews can be flexible in terms of format (e.g., in-person, phone, video), timing, and structure This flex b lity a lows researchers to adapt the interview approach to suit the preferences and availability of participants.

Opportunity for Clarification: Interviewers can ask follow-up questions or seek clar fication on responses, enabling a deeper understanding of the participant's

perspectives and ensuring that key points are ful y addressed.

Personal Connection: Interviews provide an opportunity to establ sh a personal connection with participants, fostering trust and rapport This connection can encourage openness and honesty, lead ng to more candid responses

Qual tative Insights: Interviews generate qua itative data that captures the r chness and complexity of human exper ences, attitudes, and behav ours. This type of data can prov de va uable context and understanding, particularly in exploratory research.

Disadvantages:

T me-Consuming: Conducting interviews can be time-consuming, both interms of arranging interviews and transcrib ng and ana ysing the data afterward. This can be particularly cha lenging when dealing with a large number of partic pants or when scheduling conflicts arise

Bias and Sub ectiv ty: Interv ews are sub ect to interviewer bias and participant subjectivity, which can influence the quality and va idity of the data collected Interv ewers may nadvertently steer the conversation or interpret responses in a way that a igns w th their own preconceptions.

Lim ted Genera isabi ity: The findings from interv ews may not be representat ve of the broader popu ation, as they are based on the perspect ves of a smal , non-random sample of partic pants. As such, it can be chal eng ng to generalise find ngs to a arger populat on or draw broad conc us ons.

Socia Des rab lity Bias: Participants may provide responses that they perceive as socially des rable or acceptable, rather than expressing their true thoughts or experiences. This can lead to inaccuracies or d stort ons in the data co lected, particularly on sensitive or controvers a topics.

Resource Intensive: Interviews require significant resources n terms of time, manpower, and budget. From recruiting and train ng interviewers to transcribing and analysing data, conducting nterv ews can be resource- ntens ve, part cu arly for large-scale research pro ects

Overall, while interv ews offer va uab e insights and depth of understanding, researchers must careful y consider the advantages and disadvantages to ensure that the chosen research method a igns w th the goals and requirements of the study

What are the benefits associated w th participation?

Be ng interv ewed can offer numerous benefits for ndiv dua s or organisations Here are some of the key benefits:

Visibi ity and Exposure: Interviews provide an opportunity to showcase expertise, experiences, or achievements to a wider audience. Th s exposure can he p individuals or organisations ga n vis b lity within their industry or community.

answers can be used in education and what happens to the shared information:

Research and Analysis: Interview answers can serve as primary data for research pro ects, academic studies, or dissertations. Researchers may analyse nterv ew transcr pts to identify themes, patterns, or insights relevant to the r research quest ons. Th s ana ysis can contribute to the advancement of knowledge in var ous fields and d sciplines.

Case Studies: Interview answers can be used to create case studies that llustrate rea -wor d scenarios, cha lenges, or best pract ces. Case studies provide valuable learning opportunities for students to analyse and apply theoret ca concepts in practical contexts They can a so serve as teaching mater a s n classrooms or professional development programs

Knowledge Sharing: Interv ew answers can be disseminated through various channels to share insights with a w der audience. This may include publishing art cles, reports, or academ c papers based on interview findings Additiona ly, interv ews can be recorded or transcribed and shared on educational platforms, websites, or digita repositories for broader access and dissemination

Ethical Cons derations: It's essential to upho d eth cal standards when using interv ew answers for educational purposes This nc udes obtaining informed consent from interview partic pants, ensur ng confidentiality and anonymity as appropriate, and respecting part cipants' r ghts and pr vacy Researchers and educators must adhere to ethical guidelines and protocols to protect the integr ty and dignity of nterv ewees

Continuous Improvement: Feedback obta ned from nterview answers can inform continuous mprovement efforts in educational programs, polic es, or practices By istening to the perspect ves and experiences of nterv ewees, educators and admin strators can dent fy areas for enhancement, address gaps or challenges, and mplement changes to better meet the needs of learners and stakeholders.

In summary, the educationa use of interview answers involves leveraging the insights and experences shared by interviewees to support earnng, research, and professonal development endeavours By harnessing the power of intervews, educators, researchers, and practitoners can enrch educationa experences, advance knowedge, and foster positive outcomes n diverse educational settings

What are my rights as a participant?

•The right to withdraw from participation at any time

•The right to request that any recording cease

•The right to have any data withdrawn and destroyed, provided t can be reliably dentified, and provided that so doing does not increase the risk for the partcipant

•The right to be de-identifed n any photographs ntended for public publicaton, before the point of publicaton

•The right to have any questions answered at any tme

Whom should I contact if I have any questions or want to withdraw my consent?

Rose Forrester r forrester1220191@arts ac uk 075454 73833

PRIVACY NOTICE

Your personal data wil be processed by UAL on its managed systems for research purposes with your explicit consent

As part of this project, your data wil be shared with UAL and LinkedIn for the same purpose

You can find more nformation about UAL and your privacy rights at www arts ac uk/privacynformation

CONSENT TEMPLATE

I have had the proect explained to me, and I have read the information sheet

I agree to participate n the research project as described I

agree to the items checked below:

o be interviewed that my voce will be audio recorded that my photo / a film of me wll be taken to be observed and for fed notes to be taken that informaton obtaned may be published in an anonymised form

•I acknowledge that:

•I understand that my participation is voluntary and that I am free to wthdraw from the project at any time and to withdraw any unprocessed data previously supplied (uness folow-up is needed for safety)

•The project is for the purpose of research It may not be of direct benefit to me

(c)The privacy of the personal information I provde wil be safeguarded and only disclosed where I have consented to the disclosure or as required by law.

(d)The security of the research data wil be protected during and after completion of the study. The data colected during the study may be published. Any informaton whch wil identfy me wll not be used.

Partcipant’s Consent

I agree to the above as indicated and gve my explicit consent under GDPR Art 6(1)(a) and Art 9(2)(a) for my personal data to be processed by UAL as indicated on ths form, ncludng any speca category data I may choose to provide

Participant: Ophelia Guam

Date: 26/04/25 (Sgnature) O GUMM

INTERVIEW2TRANSCRIPTWITHOPHELIAGUMMVIALINKEDIN

CanyoudescribeyouroverallexperiencewithYSLasabrand?

ImainlyshopfromYSLbeautyandperfumes,asthosearetheirproductsIlikemost MyexperiencewiththebrandhasbeenpositiveoverallasanytimeIhavepurchasedaproductstaffattheYSLdeskshavebeenapproachableandhelpful However,ontheoffchanceof goingintooneoftheirstoresorstandsinSelfridges IhavefoundthegeneraldesignlayoutnotasexcitingasothercompetitorbrandslikeBurberryforexample.

WhatinitiallyattractedyoutoYSLproductsorservices?

ThequalityoftheirmakeupinitiallyandIswearbyYSLbeauty isatrustedbrandthatInowuse.Thisthensparkedmyinterestintheirperfumerangewhichhasbecomeastaplefragranceforme TheactualaccessibilityofproductsiswhathasattractedmethemostasIcan purchaseYSLbeautyonthehighstreetoronlinewithease

Canyoushareamemorableexperienceyou'vehadwhileinteractingwithYSL,eitheronlineorin-store?

IappreciatetheirappthemostasitisaneasywaytobrowseitemsandsavewhatIwouldliketopotentiallypurchase Instorestaffhavealwaysbeenpoliteandhaveofferedassistanceorguidancewhenbrowsingwhichisamustwhenshoppingatanyluxurybrand I previouslypurchasedjewelleryfromtheirstoreonNewBondStreetaspartofabirthdaygiftandwasassistedbystaffmemberstotryfindtheidealpiece

HowwouldyoudescribetheonlineshoppingexperienceonYSL'swebsiteormobileapp?

Easytonavigateandfitsthebrand'saesthetic.IlikethatthereisanoptiontocontactclientservicesifrequestingaspecificproductasIcancontactthemifasizeorcolourisn'tavailabletothentryandgetitorderedin.

HaveyouparticipatedinanyspecialeventsorpromotionshostedbyYSL,andifso,whatwasyourexperiencelike?

No

WhatroledoesYSL'sbrandimageandreputationplayinyourdecisiontopurchasetheirproducts?

Iadmirethebrand,particularlyitsrichhistoryandthefactsomeoftheirclothingstillreferenceitsearlydaysofdesigne.g useofsafaristyleclothing

Basedonyourexperience,areyouinterestedintechnologicalinnovation?Ifyes,howso?

100%IwouldbeinterestedifYSLinnovatedtheirbrandmore,particularlyinstoreasithinkitwouldimprovetheoverallexperience.IntroducingARonlinewouldalsobefuntosee,sothatthere'saclearerrepresentationofclothing.Alongsidethistechnological nnovationina sustainablewaycouldbeintegratedbyYSLthroughcollaborationse.g.couldbesimilartoParleycollabs.Sustainabilitycouldalsobeincorporatedthroughinnovativematerialslikeplantbasedleatheralternatives

WouldyoupurchasedigitalYSLgarmentstoshowcaseyourfashiononyoursocialmedia?

Potentially,asitisamoresustainableoptionandmakesitmoreaccessiblesoIseethebenefitsofit

WhatisthemajoradvantageyouseeinpurchasingYSLproductsasaGenZconsumer?

TheminimalisticaestheticIthinkstandsoutaspurchasingitemsthatarestapleaddsmorelongevityasitbecomesatimelesspiecewhichlotsofYSLis,makingitslightlymoresustainable

WhatisthemaindownsideyoufindwhilepurchasingYSLgarmentsasaGenZconsumer?

ForGenZsustainabiityandbeingncheseemstobeamassivepartofwhoweareandtosomeextentYSLdoesntfitthatparticularlytheiriconictasselbags TosomedegreeYSLcouldfeeldatedandnotasrelevantofabrandforourgen

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