From Ysl to Saint Laurent Paris

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From Yves Saint Laurent to Saint Laurent Paris


 
 

Abstract The aim of this essay is to take part in a discussion about the interrelation of fashion, marketing and art. Focusing on the Yves Saint Laurent brand and its creative work, the essay attempts to explore the marketing strategy, sources of inspiration and communication system. The first chapter is about the brand’s heritage and its image, which are the basics to the introduction of a brand analysis for understanding its story and lifestyle. There is also an analysis of the artistic factors that inspired Yves Saint Laurent to establish his artistic credo. It concentrates on tracing the most important influences, artistic as well as incidents of his early life, to be recognized in Yves Saint Laurent fashion designs. Each of the attitudes are presented by comparing Yves Saint Laurent to the great artists, such as Piet Mondrian or Pablo Picasso. The second chapter concentrates on marketing strategy. It is a deep analysis of the brand in its marketing strategy dimension, which helps to visualise and understand Yves Saint Laurent goals and objectives. Finally, in the third chapter there is a study of the communication side of the brand. This part of the work concentrates on the strategies and promotions, such as media, stores, prices, of the brand in recent years. It is a study of the communication tools used by the brand, and the exploration of pricing strategies. The essay proves that Yves Saint Laurent is a designer who achieved a huge success in the world of fashion. It shows that the brand has a strong position on the market, among all the competiors. And even though it is a traditional brand, which is not following all the trends, is still appreciated by the fashion world, and designers around the world are inspired by Yves Sain Laurent and they continous to copy his ideas. Word count: 304

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Table of contents
Page(s) Introduction...................................................................................3 Chapter One: Brand’s heritage and image....................................4-9 Chapter Two: Marketing strategy.................................................9-14 Chapter Three: Dynamism of the brand.......................................14-18 Conclusion....................................................................................19 Bibliography.................................................................................20 References....................................................................................21-22 Illustration Index..........................................................................23-24

 

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Introduction
"Fashion dies, but style remains." These were Yves Henri Donat

Mathieu Saint Laurent’s words, born on 1 August 1935 in Oran, best known as the essential European fashion designer who impacted fashion from the 1960’s to the present day. Acclaimed by the public from the age of 21 after the presentation of his first collection in Dior, Yves Saint Laurent proved his genius to the luxury world until now. Often criticized and weakened, the designer never gave upon his beliefs and kept impacting the fashion scene with inspired designs and strong marketing strategies. When he started his own label in 1962, with the help of his business partner and lover Pierre Bergé, Yves Saint Laurent set new standards for luxury world. Furthermore, by feminizing the male wardrobe and making it accessible for women, he reunited two worlds, and created iconic products that are still actual: “Le Smoking”, the pea jacket, the “Saharienne” and the see-trough blouses are part of the legend. Our work is mainly concentrated on Yves Saint Laurent’s genius and talent, and on the way he created a unique and avant-gardist lifestyle back in the 1960s, that still remains. Each move, either in terms of design, marketing or communication, was genius strikes: Yves Saint Laurent...
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