“Style is a way to say who you are without having to speak”. Nowadays, there are varieties of influential, iconic and luxurious brands all over the world. Most of them are European companies which also operate in the UK market. One of the most famous, major and busiest streets in London is Oxford Street which embraces approximately 300 shops. However, shops are allocated not disorderly, the further you go down to the Bond Street, then shops become more and more sumptuousness. Yves Saint Laurent is not an exception, and is situated on Old Bond Street. “Fashion fades. Style is eternal”, said Yves Saint Laurent. This brand has always been one of the most powerful and iconic brands all over the world, and which could gracefully combine different styles in one collection and it would still look as an exceptional mix with a fragrance of classic, posh, lux, power, simplicity and style. However, as any other brands it has had tough times and problems especially after the irreversible death of its founder in 2008, and since after that the brand has experienced several but significant changes and problems. This report was commissioned to analyse Yves Saint Laurent’s brand and a company as a whole, in addition, to discuss several possible future strategies and implementation process of those strategies. Body
Yves Saint Laurent was founded in 1961 year by Yves Henri Donat Mathieu-Saint-Laurent in the capital of fashion, in Paris. Its ground breaking design could not leave most of men and women disregarded. In 1991 Gucci Group obtained Yves Saint Laurent, after that brand has been re-positioned at the segment of luxury goods (Fashionbi.com, 2014). Currently, Yves Saint Laurent has 63 operating shops, which are located in the most monopolised cities as New York, Paris, Milan, Hong Kong and etc. This is a magnificent company which presents and reveals each annum to the whole world its incredible, classic and iconic designed ready-to-wear collections. This brand does not set aside its customers, as within every year delivers new ready-to-wear collections for men and women. However its portfolio is much more than only clothes, also YSL produces leather goods, perfume, shoes, bags, jewellery and cosmetics ((Fashionbi.com, 2014). Brand could be identified as a name, logo, word or even a sentence which would enable people to distinguish this brand and its products from others in the market. Among the highly competitive fashion industry market, Yves Saint Laurent appears to be such a brand that combines “style”, “lux”, “power” and “chic” all together and delivers to its customers ground breaking designed products. Almost the whole world was associating this iconic brand with three letters which are YSL that have been a brand name for Yves Saint Laurent for a long period of time. This remarkable and meaningful logo on different products allows people to remember what brand is about as well as showing others what do iconic and stylish clothes mean. Yves Saint Laurent has always positioned its brand as a premium and luxury clothes providers which goods were affordable for wealth people with certain income. According to WiseGeek, status plays significant role which is associated with luxury goods. Some of marketers studies which were examined maintained that people are more willing to pay for a brand product even though they could find similar and cheaper product with unknown or less iconic brand name (wiseGEEK, 2014). Kering’s vision, mission and values
Yves Saint Laurent is a part of Kering group which also owns such brands as Alexander McQueen, Gucci, Balenciaga, Bottega Veneta, Sergio Rossi and many more. However, neither YSL nor Kering websites explicitly state its vision, mission and values. Nevertheless, Kering’s annual report 2012 maintains that its mission is to produce and deliver to its customers such products which will enable them to express their personality and help to realize their dreams. In order to...
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