SAINT

LAURENT
OLIVIA GRANBERG
20015528
BSC (HONS) FASHION MANAGEMENT
CIGDEM GOGUS
STRATEGIC MANAGEMENT
WORD COUNT: 2,002
 BRAND PROPOSAL

EXECTUTIVE SUMMARY

The strategic management plan of Saint Laurent was

developed based on the comprehensive situation analysis
using key frameworks to examine the internal and external
environment in which Saint Laurent is currently operating.
It targets to improve the current brand strategy and define
further opportunities by identifying weaknesses to achieve
the financial and consumer-based objectives of the brand.

This proposal aims to introduce a brand extension of a

collaborative product and integrate the experiential design
of an upscale bar to attend to the lifestyle of their affluent
target clients. A comprehensive extension strategy is
proposed through the analysis of industry insights, macro
and micro trends. Risks are evaluated, and an
implementation plan is provided to control and assess the
plan's effectiveness.
20015528 BRAND PROPOSAL

CONTENTS LIST OF FIGURES

1.0 INTRODUCTION 1 1. AIMS, OBJECTIVES, LIMITATIONS & SOURCES 1
1.1 TIMELINE 1 2. TIMELINE OF SAINT LAURENT’S HISTORY 1
2.0 CASE ANALYSIS 2 3. SWOT ANALYSIS 3
2.1 OVERVIEW & ACTIVITY 2 4. BRAND IDENTITY PRISM 4
2.2 RE-BRANDING OF YVES SAINT LAURENT 2 5. BRAND POSITIONING MAP 5
2.3 CURRENT PROMOTIONAL STRATEGY 2 6. CBBE MODEL 5
2.4 EXPANSION OF GLOBAL RETAIL PRESENCE 2 7. SAINT LAURENT GALAXY MODEL 7
2.5 SWOT ANALYSIS 3 8. SAINT LAURENT X BOLLINGER CONCEPT 7
2.6 BRAND IDENTITY PRISM 4 9. PROMOTIONAL CONCEPT 8
2.7 BRAND POSITIONING MAP 5 10. EXPERIENTIAL DESIGN CONCEPT 9
2.8 CBBE MODEL 5 11. IMPLEMENTATION PLAN 10
3.0 STRATEGIC RECOMMENDATION 6 12. RISK ASSESSMENT 10
3.1 THE GOAL 6
3.2 INDUSTRY TRENDS 6
3.2.1 MACRO 6
3.2.2 INSIGHTS 6
3.2.3 MICRO 6
3.3 FINAL RECOMMENDATION 7
3.4 MOOD 8
3.4.1 PROMOTIONAL IMAGERY 8
3.4.2 EXPERIENTIAL DESIGN MOOD BOARD 9
3.5 IMPLEMENTATION PLAN 10
3.6 RISK ASSESSMENT 10
4.0 CONCLUSION 10
5.0 APPENDICES 11
6.0 BIBLIOGRAPHY 12
 BRAND PROPOSAL

Yves Saint Laurent and Pierre Bergé launch the Saint Laurent
1961

1.0 INTRODUCTION
fashion house in Paris. The brand quickly becomes known
for its sharp tailoring and innovative designs.

1966 Saint Laurent launches its first "Rive Gauche" ready-to-wear

collection, making high-end fashion more accessible to a
Saint Laurent, also known as Yves Saint Laurent, is a French luxury fashion house founded in 1961 by designer Yves Saint wider audience.
Laurent and his partner, Pierre Bergé. The Brand is known for its sharp tailoring, masculine-inspired clothing, and iconic
accessories. Saint Laurent has also been credited with popularising the women's tuxedo and the "ready-to-wear"
concept, revolutionising the fashion industry by making high-end clothing more accessible to a broader audience. YSL
1968 Saint Laurent introduces the "Le Smoking" tuxedo jacket for
has always been known for its bold, avant-garde designs and commitment to quality and luxury. women, which becomes one of the brand's most iconic
designs.
The Brand is known for its distinct Parisian aesthetic and has been a benchmark in the fashion industry. However, Saint

1.1 TIMELINE
Laurent has room for evolution and rejuvenation compared to its competitors, such as Loewe, Gucci & Chloe ( Owler,
2023) 1976 Yves Saint Laurent becomes the first designer to put a black
model on the runway when he showcases the work of
Katoucha Niane in his show.
To critically evaluate Saint Laurent to identify its weaknesses to
AIM

propose an effective extension strategy to improve loyalty of

FIGURE 2. TIMELINE OF SAINT LAURENT’S HISTORY

clients while maintaining an exclusive sentiment .
1999 Saint Laurent's founder, Yves Saint Laurent, retires and the
1. To conduct in-depth research on Saint Laurent as a brand brand is sold to Gucci Group.
and their customer base
OBJECTIVES

2. Diagnose the current issues of the brand

3. Propose an effective extention strategy to address the issues
diagnosed in objective no. 2, considering to the risks involved 2002 Tom Ford becomes creative director of Saint Laurent and
remains in that role until 2004.

The report uses academic journals, business sources and

SOURCES

theories, as well as personal judgement and experience to guide

the research. 2012 Hedi Slimane is appointed as the brand's creative director,
he rebrands the company to Saint Laurent and re-positions it
as a more contemporary, streetwear-influenced label.
The proposal lacks primary research; consequently, limited
LIMITATION

practical knowledge of the proposed strategy is obtained.

S

Nonetheless, relevant sources, journals and theories are used to

alleviate this limitation. 2016 Hedi Slimane left the company, Anthony Vaccarello was
appointed as the Creative Director of the brand under
(SAINT LAURENT, 2019) FIGURE 1. AIMS, OBJECTIVES, LIMITATIONS & SOURCES Francesca Bellettini’s leadership. ( Kering, 2023)

1/12

2.0 CASE
2.1 OVERVIEW & ACTIVITY
Saint Laurent is a subsidiary of Kering, a luxury conglomerate
and a publicly-traded company. The brand's revenue primarily
comes from its clothing and accessories line, but it also has a
line of fragrances and cosmetics. In 2022 Saint Laurent
achieved €916 million in revenue in the 3rd quarter, up 40% as
reported and up 30% on a comparable basis (see appendix 1). In
directly operated stores, sales rose 38% on a comparable basis,
driven by all product categories (Kering, 2023).
Compared to its competitors such as Prada and Gucci, its
pricing pattern is similar in bags, keeping the brand within
range of classifying as a luxury brand, keeping true to the brand
heritage (see appendix 2). The pricing is both the most
expensive and affordable. This could be a part of Kering's
strategy to boost its appeal among younger generations (
Lectra, 2021).
2.2 RE-BRANDING OF YVES SAINT LAURENT TO
SAINT LAURENT TO TARGET YOUNGER
GENERATIONS
Saint Laurent's current physical retail stores symbolise the re-brand of the
fashion house through modernity, minimal designs and an open floor plan.
Much like their website, which was designed to re-position the brand towards
the younger market (Kering, 2012). The nature of luxury customers is changing
fast, with Gen Z estimated to make up 40% of luxury purchases, up from 4% in
2020. Gen Z looks for authenticity, transparency and connection (Mckinsey,
2020). Saint Laurent's recently re-imagined retail space is outdated towards
the generation's needs.
8/22
BRAND PROPOSAL
ANALYSIS
2.3 CURRENT PROMOTION STRATEGY
‘ Marketing is the science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit’ ( Kotler, 2012)
Former creative director Hedi Slimane crafted each collection for the house
to explore specific musical subcultures, from rockabilly to glam-rock to LA
grunge ( BoF, 2015 Mellery-Pratt, 2015). His creative direction extended
into the brand's promotional strategy. In 2013 Saint Laurent released the
music project campaign with stars such as Daft Punk, Marilyn Manson and
Courtney Love to testify to their lasting relationship with rock icons like
Mick Jagger, demonstrating the company's former brand image. The
fashion house used advertising as its communication strategy to transmit
the brand message. Selective celebrity endorsements reinforced the
brand's rock' n' roll personality and strengthened its image (Posner, 2011).
The campaign was launched through their social media channels, such as
Twitter and Facebook, to gain "press coverage and word of mouth"
(Posner, 2011). The fashion house has continued to embody the rock ’n' roll
personality across their promotional channels.
2.4 EXPANSION OF GLOBAL RETAIL PRESENCE
Saint Laurent has a global retail presence, which is expanding. The
company has increased the number of directly operated stores from 91 in
2009 to 128 stores in 2021, the 26 emerging markets (Statista, 2022). The
expansion has increased directly operated retail sales by 41% on a
comparable basis (Kering, 2023). Inferring the progress in retail presence
has increased sales. In 2021, Saint Laurent operated 52 stores throughout
Western Europe and 268 directly operated stores worldwide ( Sabanoglu,
2022). The growth strategy has allowed Saint Laurent to develop into
emerging markets and establish a global retail presence to optimise sales
and brand relevance.
2/12
(SAINT LAURENT, 2022)

2.5 SWOT ANALYSIS
Strong brand reputation and
heritage: has over 70 stores across
3 continents, in more than 10
WEAKNESSES
STRENGTHS
countries ( MBA, 2020)
High-quality, luxury products
Strong partnerships and
collaborations with other brands
Wide range of products, including
clothing, accessories, and beauty
products
Competitive pricing strategy to
target younger generations (Lectra,
2021)
Expansion into new markets, such
OPPORTUNITIES
as emerging economies in Asia and
South America
THREATS
Integrate experiential design
Increased focus on sustainability
and ethical manufacturing
practices
Collaborations with more diverse
and inclusive designers and
influencers to appeal to a wider
customer base
FIGURE 3. SWOT ANALYSIS
BRAND PROPOSAL
This situational assessment framework looks at the brand's internal strengths and
weaknesses, as well as external opportunities and threats (Humphrey, 1960). It
High price point may limit assisted in identifying key areas of improvement and identified challenges for Saint
accessibility to some consumers Laurent. This is outlines in the table (Fig.3) and will be referred to when generating
Limited distribution channels, only future strategies, such as analysing how the strengths of Saint Laurent’s could lead to
available in select retailers and opportunities in the future (Posner, 2011).
department stores
Dependence on external designers
and creative directors
Competition from other luxury
brands
Potential for negative impact from
economic downturns or shifts in
consumer preferences
Risk of counterfeiting and knock-off
products diluting the brand's
reputation and diluting profits
Potential for negative impact from
supply chain disruptions or other
unexpected events
(SAINT LAURENT, 2022)
3/12
 BRAND PROPOSAL

PICTURE OF SENDER

PHYSIQUE PERSONALITY
Bold Saint Laurent logo Bold
High quality Timeless
Lasting design Edgy
Known for Le Smoking dinner jacket Cool

2.6 BRAND IDENTITY PRISM

Kapferer's Brand Identity Prism has defined
Saint Laurent's target market. The social
RELATIONSHI CULTURE aspects of the brand, such as the physique,
EXTERNALISATION

INTERNALISATION
relationship, and reflection, defines its external
P
Consistent & French foundation expression (Kapferer, 1992). In turn, translating
exuberant quality Rock and roll who their target market is:
Upper class focus
A shopping experience SAINT LAURENT High end fashion
Parisian look Through the reflection aspect of the prism, the
Exclusivity ideal customer was identified as an affluent,
classy and edgy woman with a median age of
21-36 years old ( Kaushik, 2020). They are likely
to have a solid disposable income, be interested
in luxury goods, and have a strong appreciation
for fashion and style.
REFLECTION SELF -
A classy yet edgy woman IMAGE
Effortless style
The brand's image and collections align with a
more modern, edgy and contemporary style,
Stylish - day to night Edgy yet elegant which could appeal to a younger and more
Luxury Desire for day to night apparel urban demographic.
Urban lifestyle
Eternal
In summary, Saint Laurent targets affluent, well-
educated, confident, ambitious, independent
and fashion-forward consumers with a strong
interest in contemporary culture and an
appreciation for luxury goods that reflect their
success and personal style, the Parisian
PICTURE OF RECEIVER aesthetic and heritage.

FIGURE 4. BRAND IDENTITY PRISM

(MAGE SOURCE, 2016)
4/12
 BRAND PROPOSAL

RESONANCE

2.7 BRAND POSITIONING MAP

A brand positioning map for Saint Laurent to
understand where the brand stand compared to
its competitors, finding gaps in the marketplace.
However, the use of the map is limited as it does
not link the brand's market position to business High loyalty with
performance metrics such as sales and pricing ( limited cutomer
Petkov, 2015). base
Sense of community
STYLE - EDGY,
ROCK,YOUTHFUL

Well known

S
French brand with

NT
Sense of high social

FE
high quality brand

ME

EL
status / price
offering

IN G
DG
Edgy aesthetic
Prestige

JU

S
Bold
Overpriced
Timeless

E
NC
Luxury good Use of black & white

IM
OR N D
MA
High quality Emphasis of luxury & elegance

AG
R F BRA
Basic customer service Luxury image achieved though

ER
celebrity endorsements

Y
PE
Acts as a status symbol

LOW PRICING HIGH PRICING

Bold, minimnal logo
Le Smoking dinner jacket
2012 Rock n Roll advertising campaign

BRAND SALIENCE
FIGURE 6. CBBE MODEL

2.8 CBBE MODEL

By applying the CBBE pyramid to Saint Laurent, one can understand the
different levels of brand equity and how they can be used to create a strong
and valuable brand that connects with customers on an emotional level, and
deliver on its promise of quality, luxury and exclusivity (Keller, 2001).

STYLE- SOPHISTICATED,
FEMININE, ELEGANT
FIGURE 5. BRAND POSITIONING MAP 5/12
 BRAND PROPOSAL

3.0 STRATEGIC
RECOMMENDATION
3.1 THE GOAL
To increase loyalty and popularity of Saint Laurent's customer base. Saint Laurent should avoid over- 3.2.3 MICRO TREND: NEPO-BABY
saturation of their products and appeal to the mass market. Instead, Saint Laurent should integrate itself
into the lifestyle of their ideal customers through experiential design and limited edition brand
Nepotism babies, shortened by media to Nepo-babies, have always
collaboration with an ideal brand ambassador.
been a fact of Hollywood. They are the children of celebrities who
follow in their parent's footsteps and pursue careers in the spotlight (
Laws, 2022). Today they are not only abundant - they are thriving. In an
3.2 INDUSTRY TRENDS industry built on reboots, a famous last name can be valuable
intellectual property (Vulture, 2022). In 2022 the controversy on
inherited privilege has gained traction and, in turn, serious attention
from the media. The term became a staple in social media, with the
3.2.1 MACRO TREND - 3.2.2 INSIGHT: VIC hashtag #nepotismbaby gathering almost 10 million views on TikTok.
GUILDED LUXURY: BOUTIQUES Celebrity endorsement is a well-established advertising tool used by
one-fourth of all advertisers worldwide for luxury brands (Mosca et al.,
2021). This helps them architect a strong brand image in the eyes of
Guilded luxury is a macro trend reported by According to LSN Globals 2022 trend report,
end users, a result is due in large to the transference of the endorser's
LSN global in 2022. Brands create bespoke luxury brands are shifting their attention to
trustworthiness to the brand she/he backs (Hodge et al., 2015).
experiences for different consumers, offering Very Important Clients, courting them
Therefore, brands must exercise much care when picking the right
personalised services that nurture different through the opening hot private boutiques
endorser to carry the brand.
kinds of consumers, offering personalised designed to boost loyalty, improve client
services that nurture a sense of belonging & sentiment and encourage continued
involvement (LSN, 2022). spending. These appointment-only stores
give top-spending consumers a chance to
browse products in a more relaxed setting
PILLARS OF GUILDED LUXURY and often boast a wide range of inventive
OPULENT: A new age of amenities. ( LSN, 2022)
extravagance and indulgence
EXCEPTIONAL: Ultra-bespoke
products and services
INTIMATE: Facilitating authentic
encounters between people
LOYAL: Fostering a sense of
community

6/12
(VULTURE, 2022)
 BRAND PROPOSAL

SAINT LAURENT X BOLLINGER

NUIT ÉTOILÉE
3.3 FINAL RECOMMENDATION
LEATHER ACCESSORIES

SAINT LAURENT
PERFUME

EYEWARE

The proposed strategy will be a horizontal extension following EXPERIENTIAL DESIGN

the galaxy model ( Kapferer, 2012). Introducing Nuit Étoilée, an HAUTE COUTURE

exclusive bar extending Saint Laurent into the hospitality

nuit étoilée

FIGURE 7. SAINT LAURENT GALAXY MODEL

sector (see Fig.7).

The Champagne label Bollinger began in 1829 in France and
has been a custodian of nearly 200 years of family heritage.
They pride themselves in the 'luxury of time' in the ageing
process, which gives their champagne a velvety texture to the
bubbles. Their stance on sustainability aligns with Saint
Laurent's as they are 'anchored in time and commitment to
People, Earth and our Roots' ( Bollinger, 2023). This French
Champagne Maison emphasises the importance of heritage
and luxury, therefore, is a fitting partner for the promotional
collaboration.
Consumers crave parties, fun and luxury (Outlander, 2023).
The collaboration between Saint Laurent and Bollinger revisits
the brand that embodies modern luxury boldly and
innovatively. This partnership is expressed by a limited edition
bottle decorated with Saint Laurent's signature imagery with
its monochromatic colour theme, bold logo and smoking-
inspired label silhouette.
The bars' interiors will reflect the brand's imagery ( see Fig.10 ).
The brand's external reflection of day-to-night style will be
reimagined in the bar. The storefront represents the day, and
the bar will transport the clients into a quintessential Parisian
night experience, evocative of the brand's heritage and
aesthetic. Elements such as clean, minimal decor, curated
music, and scents will all be carefully chosen to create a
sensual, luxurious experience.
Using the renowned nepo-baby Zoe Kravitz as the face of the
collaboration adds the edgy, cool elegance that Saint Laurent
embodies as a brand. Not only will she express the rock' n' roll
personality of Saint Laurent through her lineage from Lenny
Kravitz, but she will attract media coverage through her title as
a nepo-baby. Her name is so synonymous with the word cool
that the phrase 'Zoë Kravitz cool' yields 22,900,000 Google
results (GQ, 2022).

The champagne will be exclusively sold at the in-built bars

hidden at the back of Saint Laurent's Flagship store in Paris,
London, and New York. The brand extension aims to keep its
VICs in the store longer, curating a white glove experience. To
be classified as a VIC, the customer must have surpassed a
specific amount of spending across the brand; then, they will be
granted access to all of the bars on a lifetime membership
basis. The membership access will fortify the four pillars of the
macro-trend Guilded Luxury while also adhering to the needs
of Gen Z by fostering a sense of community.

FIGURE 8. SAINT LAURENT X BOLLINGER

CONCEPT (SAINT LAURENT, 2020) 7/12
(BEHANCE, 2023)
 BRAND PROPOSAL

NUIT ÉTOILÉE

VOUS ÊTES CORDIALEMENT INVITÉS À NOTRE

3.4 MOOD
BAR EXCLUSIF RÉSERVÉ AUX MEMBRES, NUIT

SAINT ÉTOILÉE, OÙ VOUS AVEZ LA POSSIBILITÉ

D'ACHETER NOTRE CHAMPAGNE EN ÉDITION
LAURENT X LIMITÉE EN COLLABORATION AVEC LA
BOLLINGER CÉLÈBRE MAISON DE CHAMPAGNE
BOLLINGER.*

3.4 .1 PROMOTIONAL IMAGERY

AN EXAMPLE OF AN INVITE WELCOMING MEMBERS
TO THE BAR NUIT ÉTOILÉE.

BOTH IN FRENCH & ENGLISH, THE OFFICIAL BRAND

LANGUAGES SAINT LAURENT
SAME PROMOTIONAL THEME WILL BE X
TRANSLATED TO DIGITAL MEDIA. BOLLINGER

NUIT ÉTOILÉE
PARIS NEW YORK LONDON
53 AVENUE MONTAIGNE, 3 EAST 57TH STREET, NEW 33 OLD BOND STREET, W1S
75008 PARIS YORK, NY 10022 4AA, LONDON
PARIS FRANCE NEW YORK NEW YORK LONDON GREAT BRITAIN

FIGURE 9. PROMOTIONAL CONCEPT *ENGLISH COPY : YOU ARE CORDIALLY INVITED TO OUR EXCLUSIVE MEMBERS-ONLY BAR - NUIT ÉTOILÉE WHERE
YOU HAVE THE OPPORTUNITY TO PURCHASE OUR LIMITED EDITION CHAMPAGNE IN COLLABORATION WITH THE
(PINTEREST, 2023) RENOWNED CHAMPAGNE MAISON BOLLINGER.
8/12
 BRAND PROPOSAL

MOOD
3.4.2 EXPERIENTIAL DESIGN MOODBOARD
MOOD BOARD OF THE INTERIOR AND SENTIMENT NUIT ÉTOILÉE AIMS
TO EXUDE

FIGURE 10. EXPERIENTIAL DESIGN CONCEPT

9/12
(PINTEREST, 2023)
 BRAND PROPOSAL
3.5 IMPLEMENTATION PLAN 3.6 RISK ASSESSMENT

ANNUAL CONTROL
At the end of 2024, we will assess the current brand extension
strategy’s performance. The ineffective strategies and mishandled
implementation will be defined and improved in 2025.
RISKS OF THIS BRAND EXTENSION ARE NOT LIMITED TO BUT
INCLUDE:
Saint Laurent brand DNA does not truly extend into the new
product and service
New collaboration and bar concept will create complications
that could damage Saint Laurent’s brand
Entering an un-related market (F&B) could lead to loss of

FINANCIAL CONTROL
Compare actual budgets, forecasts and financial results. reliability and brand delusion
Using the nepo-baby trend could create a negative perception
of the brand instead of gaining a positive following. (Gossain,
2022)

FIGURE 12. RISK ASSESSMENT

Productivity will be evaluated through sales, consumer segments and

PRODUCTIVITY CONTROL
customer retention rates.

The NUIT ÉTOILÉE bar will be evaluated by analysing critical KPIs such
as costs, income, and sales.
In summary, the horizontal brand
KPI TRACKING SYSTEMS: extension through experiential
Wage percentages design, brand collaboration and
Drink average spend per head celebrity affiliation will help the
Entertainment costs luxury brand build an emotional
Gross profit margins tracking connection with customers,
Wastage/ promotional account expenditure increase brand loyalty and
generate a positive buzz and
Monitoring essential factors will allow Saint Laurent to make educated social media coverage, which all
business decisions to improve these elements accordingly. help in increasing brand
awareness and sales. The
The Saint Laurent x Bollinger collaboration will also be evaluated effectiveness of the plan will be
through KPIs, focusing on promotional account expenditure and evaluated though customer
advertising conversion rates through digital marketing platforms. segment changes, sales growth
and many other perspectives.
STRATEGIC CONTROL

The brand extension functions of all strategies in the plan will be

evaluated. Sustainability controls will be monitored and ensure that all
functions adhere to the SDG goals Saint Laurent & Bollinger have
pledged.

4.0 CONCLUSION.
10/12
(VOGUE, 2019) FIGURE 11. IMPLEMENTATION PLAN
5.0 APPENDICES
APPENDIX 1. SAINT LAURENT Q3 REVENUE 2023 APPENDIX 3. STRATEGY TIMELINE
2024-2027
DECEMBER 2023 Expand NUIT ÉTOILÉE to
Finish contruction of NUIT ÉTOILÉE Asian & South American
Launch party with VICs market with new 6 bars
Push social media campains (See Fig. 3)
Assess customer satisfaction Sign an influential
Finance allocation plan for next year persona to represent
based on effectivness of sales and Saint Laurent's Asian
promotional strategies market
Sign an influential
persona to represent
SEPTEMBER 2023 Saint Laurent's South
JUNE 2023 Staffing training
American market
Create strategic project
Edit promotional imagery Launch preview social media
& financial plan for
Finalize Bollinger campagne for champagne
expansion
concept collaboration
APPENDIX 2. KERRING PRICE INDICATES - BAGS Asses budget Send out early access invites to
VIC's for NUIT ÉTOILÉE opening

MARCH 2023
Shoot promotional
imagery with Kravitz
JANUARY 2023 Confirm designs of
Finalise budget for NUIT Champange bottle and
ÉTOILÉE bar packaging with grpahic
Confirm experiential designer
design concept with Produce ad campagne
interior designers, Start construction on
contractors & creative NUIT ÉTOILÉE
director
Sign contract with Zoe
Kravitz
(LECTRA, 2021)
Sign contract with
Bollinger
11/12
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FIN.