Presented By - Drishti Gwalani

Saher Manekia
Hitika Kesaria
Shiksha Agarwal
Shruti Dawda
C O N T E N T S
1 INTRODUCTION

2 P’S OF MARKETING

3 EXISTING STORE LAYOUT

4 RECOMMENDATIONS
● Founder - Yves Saint Laurent, Pierre
Berge
● Creation - 1961
● Parent Organization - Kering
● Headquarters - Paris, France
● Creative Director - Anthony Vaccarello
BRAND INTRODUCTION

● One of the worlds most well known

fashion designers
● One of the most recognised fashion
houses.
● Luxury brand that specialises in men and
women’s ready-to-wear collections as well
as accessories like handbags, shoes,
cosmetics,and fragrances.
● Renowned for modern, iconic and timeless
pieces.
Existing Pillars of Luxury Marketing

1. Performance - Avant garde, youth

centric, provocative fashion
2. Pedigree - timeless, sharp and elegant
fashion but no unique historic story
associated with the brand
3. Paucity - most luxury brands maintain
the perception that the goods are scarce
to maintain brand image and that is why
they are available very exclusively,
however the cosmetic line is cheaper as
part of the label is owned by L’Oreal and
therefore is easily available.
Existing Pillars of Luxury Marketing

4. Persona - the brand persona is the

brand communication through its
advertising. Saint laurent has 5.7 million
followers on instagram and 4.2 million
followers on twitter. On these they share
campaign photographs and updates
about their latest collections.
5.Publicfigures -saint laurent has
board some celebs like Emily Blunt, Jessica
Chastain and Oliver Martinez to endorse
some of their fragrances
6. Placement - clothing can be
bought from 8 stored in the UK, all in
London.
7. Public relations - collaboration
with the concept store Colette and
beaute #Getashock are PR activities
done by the brand.
8. Pricing - Saint Laurent has an
accurate premium pricing strategy to
accommodate the target consumer
group. The price ranges of permanent
collections are from £215 to £2,970 for
women and £170 to £2,755 for men .
Proposed Pillars of Luxury
Marketing

1. Pedigree - Increase in brand

awareness and history helping in
creating a strong connect with the
customers
2. Publicfigure Celebrity endorsements
with influencers actors which
resonate with the brand persona
would help immensely for increased
awareness in indian markets
3. Placement - Increased availability in
Indian Markets
EXISTING STORE LAYOUT

● Marbles and
mirrored interiors.
● Art Deco-inspired
interior based on
principles of the
union des artistes
modernes.
● Designed by
creative director
Hedi Slimane.
RECOMMENDATIONS

1. Upgrading their digital platforms such as website, instagram and

twitter pages.
2. Collaborating a little more with celebrities or high street stores for
people to gain more knowledge about the label.
3. They can use more different and unique ways of advertising the
fashion label as surveys show that not many people are still very
familiar with the advertising.
4. Open more stores, either in department stores or smaller boutiques
in order to attract the older generation and gain more publicity once
again.
THANK YOU