STUDIO SAINT LAURENT BRAND EXTENSION
veronica germano
tyler d’ascenzo
FASM 215 fashion aesthetics & style
luke eckl
red ambuter
monika jonevski
COMPANY OVERVIEW founded in 1961 by Yves and his partner Pierre Berge current logos were designed in 1963 by A. M. Cassandre popularized the beatnik look and most notably the tuxedo jacket for women second largest player in the luxury portfolio of Kering Group as of 2016 stores located in 37 countries
CREATIVE DIRECTORS ALBER ELBAZ
womens RTW - modern twists on the brands classic designs
TOM FORD
joined after the Gucci Group bought YSL - sexier deviations that rattled previous directors
STEFANO PILATI
appointed from within - tulip skirts cinched at the waist with wide belts
HEDI SLIMANE
designed for YSL twice - infused a more youthful, rock-tinged allure and injected youth subculture into the brand
ANTHONY VACCARELLO
current - influences of the past but on a woman of today
CONSUMER PROFILE STUDIO SAINT LAURENT
GENDER :
INCOME :
AGE :
SOCIAL CLASS : upper class, affluent
edgy fashion, dressing for personal enjoyment, rock n’ roll, luxury, making statements, tattoos, attending parties and events, travelling, fashion week
ETHNICITY :
LOCATION :
PURCHASING BEHAVIORS:
OCCUPATION :
ATTITUDES:
any, particularly female
16-45
multicultural
EDUCATION :
high level of education
high income
global, urban, large cities (new york city, milan, paris, london)
fashion editors, bloggers, fashion/ social media influencers, brand ambassadors, models, artists, musicians, celebrities
INTERESTS :
investment purchasing, curated purchasing, status-based purchasing
sophisticated, self-assured, confident, carefree, adventorous, experimental, outgoing, adaptable
PRODUCT
SAINT LAURENT STUDIO : TATTOO CAPSULE COLLECTION
STRUCTURED AS A 2-PART RELEASE : part one
popup flash tattoo parlor offering a flash sheet of YSL tattoos YSL will guest spot a group of instagram-influencer tattoo artists event will last 1 week & overlap with PFW (women’s) 1 tattoo per customer per day select YSL merchandise will be available for purchase in parlor waiting room
part two
flash tattoo designs will be extended into a capsule t-shirt collection serve as an extension of the event maximize customer involvement since not all can get/commit to the tattoos
PLACE
CONVERTED SPACE : PARIS, FRANCE STUDIO SAINT LAURENT : converted space
the popup will occur in a fully renovated existing space this allows for the brand to have complete control over the layout & design the location should be in a medium-traffic area to account for a line
interior setup
open plan consisting of a waiting area & the main studio studio has a personalized station for each artist waiting area only holds the people who are next in line for each artist (5) preview of the Studio Saint Laurent capsule collection in the waiting area
PRICE
TWO SETS : FLASH POPUP & CAPSULE COLLECTION TWO TIERS OF LOYALTY : permanence & novelty
flash tattoo is a display of permanent loyalty to the brand flash designs are separated into tiers based on size & time commitment choices separated into 3 price groups categorized by content capsule collection allows for consumers to participate with lower commitment
price groups - flash tattoos small image : $150 logo text : $200 large image : $250
price groups - capsule collection t-shirt : $490 bustier : $540 sweatshirt : $690
PROMOTION
BEFORE, DURING, AND AFTER THE EVENT SYNTHESIS OF SOCIAL MEDIA & PRINT ADVERTISING : before
social media heavy due to immediacy & ability to produce video content announcement rollouts starting one week before to maintain exclusivity & urgency guest tattoo artists will be given marketing materials and instructions on how to post wild postings will be put up during LFW, MFW, NYFW, PFW
during
professional photographer will be present during the week of the event photographs during the event will be used as social media promotion capsule collection will be announced on social media & e-blast the last day of the popup
after
photographs taken during the event will be used to supplement advertising for the capsule capsule collection will appear on social media & in print advertising marketing materials produced for the event used as teasers for future popups (annual)
PEOPLE
FASHION & TATTOO INFLUENCERS LOCATING & GROWING A NICHE MARKET : tattoo influencers
artists with a devoted following & Saint Laurent aesthetic will be invited gives Saint Laurent Studio credibility by association can reach an audience that is already interested in the tattoo subculture guest arstist IG handles : @taticompton, @jonboytattoo, @_____paradise_____, @thebutcherbrand
fashion influencers
representatives of the subculture of high fashion’s growing fascination with tattoos already known for their tattoos will be present on opening day and participating in the event
SWOT ANALYSIS strengths
experience instead of a product avant garde brand pursuing merging of cultures specialized opportunity for most invested customers no large competitors in the currrent market
weaknesses
niche customer busy schedules during fashion week new concept
opportunities
more appreciation for a new budding culture permanent branding younger customers can begin to build loyalty to YSL
threats
not cycling through clients quickly enough finding a space that can be regulated ensuring profit for the studio
TATTOO PARLOR EXTERIOR
INTERIOR
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SAINT LAURENT Company
The official Saint Laurent Instagram account. on.ysl.com/Winter18Show 7 avenue George V, Paris, France
21,388 likes ysl OLIVER - STUDIO SAINT LAURENT PFW18
24,362 views ysl STUDIO SAINT LAURENT PFW18
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24,362 views ysl STUDIO SAINT LAURENT PFW18
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WILD POSTINGS
EMAIL BLAST T-SHIRTS FROM THE STUDIO SAINT LAURENT POP-UP TATTOO SHOP HAVE NOW OFFICIALLY GONE ON SALE. YOU CAN PURCHASE THEM IN-STORE OR ONLINE.
WEB PAGE
CAPSULE COLLECTION
WINDOW DISPLAY CAPSULE COLLECTION
CONTRIBUTORS creative direction + styling veronica germano tyler d’ascenzo luke eckl red ambuter
photography daniel paiva
model talent oliver richards natalie williams allison rowe
special thanks to jimmy butcher and the butcher tattoo studio
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