Creative Strategy Document: Saint Laurent V2 (pdf)

Creative Strategy Document
Keziah Miller
5001
SAINT LAURENT
1

2
CONTENTS
BRAND MISSION / VISION / CONCEPT • 3 - 6
MY GOALS • 7
BRAND IDENTITY • 8-16
AUDIENCE • 17 - 18
BRAND EXPRESSION • 19 - 25
SOCIAL MEDIA • 26 - 29
MARKETING • 30-37
SWOT • 38 - 39
COMPETITION • 40 - 41
SUMMARY • 42
ACTION PLAN - PROMOTION / RATIONALE / FILM / EDITORIAL / CONTENT• 43 - 52
ACTION PLAN - INFLUENCERS / PRESS RELEASE • 53 - 55
END - BIBLIOGRAPHY / ILLUSTRATIONS• 56 - 60

!3
Saint Laurent began representing the “modernisation of fashion”(1) in 1961. Through Yves Saint Laurent’s cutting edge designs and
introduction of their prêt-à-porter line “Rive Gauche”, they utterly revolutionised the fashion landscape. To this day their focus hasn’t
diminished, they aim to create clothes that are equally as luxurious in quality as they are in style. Despite the brands various
Creative Directors since the late Yves Saint Laurent, they have continued to keep the fashion house one of the most iconic of the
twentieth (and twenty-first) century.
BRAND MISSION
FIG. 1 FIG. 2 FIG. 3

!4
As the YSL brand started to evolve, Yves vision was prominently focused on
developing the contradictory themes of androgyny and sexiness. He wanted
women to be able to feel as equally stylish as they were practical, which is one
of the reasons he introduced the revolutionary Le Smoking suit.
BRAND VISION
THE PAST
“For a woman, Le Smoking is an indispensable garment with which she
finds herself continually in fashion, because it is about style, not fashion.
Fashions come and go, but style is forever.”
- Yves Saint Laurent (2)
This cross-over of mens-wear into womenswear was traditionally avoided in the
fashion industry, yet Yves Saint Laurent made the unthinkable, achievable. He
aimed to create styles that "empowered the wearer” (3), allowing the sexuality of
women to be enhanced by the practicality of the style, not restricted. Other iconic
styles of his include the Sheer Blouse, Mondrain Dress, Safari Jacket and Leather
Garments, all of which functioned with the same purpose to uplift the wearer.
FIG. 4

!5
When Yves Saint Laurent retired from his fashion house in 2002, the brand began
to be passed on through many different Creative Directors. Their visions never
strayed too far from Yves original aims, but they all bought an entirety of new
interpretations including the name change from Yves Saint Laurent to Saint
Laurent in 2012 (4).
The current Creative Director Anthony Vaccarello has truly reminded the fashion
industry of the power the Saint Laurent brand holds. Not only has he given their
social platforms a new leash of life by producing numerous campaigns each month
(5), but he continues to embody everything Yves believed in through his designs and
editorials. He describes the style of his collections to be not about provocation,
but about freedom (5). He explores many of the signature and traditional styles
of the brand, including the use of sheer material and his own twist on the Le
Smoking. Everything he creates seems to add value to the brand, rather than
ignoring the original vision. He wants anyone, whether young or old to enjoy his
creations and feel liberated when wearing the pieces.
BRAND VISION
THE PRESENT
FIG. 5

!6
The Saint Laurent brand was founded on the desire to
revolutionise fashion, bringing couture back to life and being the
first high-end designer to introduce a ready-to-wear / prêt-à-porter
line. The prêt-à-porter line offered “an affordable slice of the
brand”(6), with intention to empower and enhance women’s
confidence. Yves didn’t want women to settle, he wanted them
to flourish and contributed to making this happen by creating
clothes that were equally beautiful and stylish as they were
functional.
BRAND CONCEPT
“I tell myself that I created the wardrobe
of the contemporary woman, that I
participated in the transformation of my
times.”
- Yves Saint Laurent (7)
FIG. 6

!7
MY GOALS
As Saint Laurent currently exists within the world of high-end and luxury, the apparel line consumers exist entirely of people within the
upper and middle class bracket. This instantly excludes the younger generation from being potential fashion customers of Saint
Laurent, as they cannot afford more than a YSL perfume or lipstick.
Therefore, I want to bring the brand into a new dimension. Aiming to attract a younger audience, I plan to introduce an exclusive
collection aimed to suit 21 - 28 year olds, from the price to the styles. Seek Laurent will be a capsule line available at The
Corner Shop in Selfridges London for a month, before the brand will reconsider renewal dependant on it’s impact. Anticipation for
the collection will be built via Instagram using my fashion film to create teasers and posting photographs to hint to the new launch.
The hashtag behind the campaign will be #SEEKLAURENT.
FIG. 7 FIG. 8 FIG. 9

BRAND IDENTITY PRISM
!8
Physique Personality
Relationship Culture
PICTURE OF SENDER
PICTURE OF RECEIVER
Reflection Self-Image
EXTERNALISATION
INTERNALISATION
Black & White.
Traditional YSL logo.
New sleek Saint Laurent word logo.
Luxurious fabrics.
Consistent and exuberant quality.
A shopping experience.
Upper class focus.
Instagram backdrop.
Fiercely feminine.
A classy yet bad-ass woman.
Stylish - day into night, as well as practical.
Celebrity attitude in the real world.
Sassy and strong.
Styling = young and modern.
French foundation.
The Parisian look.
Eiffel Tower iconography.
Desire for day to night apparel.
Everyday chic.
Effortless style.
Extra flares to each look.

!9
Even before Saint Laurent chose to rebrand from their acronym YSL, they have always been known for the monochrome colouring.
Everything they produce, from logo to garments is sleek, classic and modern. By not fraying away from the style they’re known for
they’ve established an iconic look customers are proud to display in the midst of the many designer brands.
The acronym YSL logo is still used within their beauty brand, and the Saint Laurent rebranded worded logo is dedicated entirely to their
apparel collections. Both of these logos exist in typically either black or white colouring, occasionally changing to a metallic or pattern
in relationship to particular campaigns.
BRAND IDENTITY
PHYSIQUE
FIG. 10 FIG. 11

BRAND IDENTITY
RELATIONSHIP: STORE
!10
The relationship between brand and client is important, but also
dependant on a variety of qualities. The ready-to-wear lines of Saint
Laurent create a shopping experience of luxury and exuberance.
Whether shopping in-store or online, the brand provides a prestige
alternate universe for customers to indulge in.
From the interior decor to the products they sell, a Saint Laurent
customer buys into the brand to receive a feeling of complete and
utter opulence. When Hedi Slimane took over the brand, he not only
changed the name but also altered the store image. He introduced an
art-deco inspired interior using materials based on the French
Modernist Movement (8) to a few stores including ones in London and
San Francisco.
Even the decor choices of marble and concrete, show a total
indulgence of luxury items. Proving that everything from product to
experience of Saint Laurent provides that exuberant experience and
customer relationship. However, this is definitely heavily catered to an
upper class consumer whereas a younger consumer may
appreciate better customer service and a warmer environment.
FIG. 12 - SLOANE SQUARE
FIG. 13 - RODEO DRIVE

RELATIONSHIP: STORE
!11
Most consumers of the Saint Laurent brand expect their
relationship to provide an immersive and luxurious
experience, whilst others want to depict this gesture
without committing to an actual purchase.
In the last few years as the brand has progressed from Yves
Saint Laurent to Saint Laurent, it has become trendy to allude
to being a customer of the brand by posing outside the
stores. This is most likely for those who cannot afford the
price but enjoy the look.
The identity of the stores has become so prestige, not
particularly for the products but mainly for the decor and
design. Therefore, this aspect of relationship between Saint
Laurent its consumers, has in turn resulted in both loyal and
fake customers.
For example, @x_carms on Instagram is just one of the many
influencers using the Saint Laurent store as a back drop.
BRAND IDENTITY
FIG. 14

RELATIONSHIP: BEAUTY
!12
BRAND IDENTITY
Alongside the Saint Laurent clothing lines, YSL also create beauty
and perfume products. These more affordable items are more
commercially popular than apparel for example, as they are
lower-cost yet still provide feelings of luxury and prestige.
The International Managing Director Stephan Bezy described YSL
Beauty as a “young, avant-garde luxury brand” (9).
These are definitely qualities that young people with little income
would find appealing and chose to invest in. Whether perfume or
footwear, all avenues of the Saint Laurent brand provide an overall
exchange of utter luxury and decadence upon purchase.
FIG. 15

REFLECTION
!13
Saint Laurent’s external reflection of their potential consumer pictures a fierce yet
feminine women. With their designs and campaigns working side-by-side, they imply
a classy female, who enhances her respected persona with an element of sass
and sex-appeal.
Using particularly sensual materials of leather, tulle and chiffon, they create
garments that can transport the wearer from day to night. Even down to the beauty
lines, in particular lipstick and the seductive Black Opium perfume, each item is
created with intention to enhance the life of an empowered woman.
BRAND IDENTITY
FIG. 16

PERSONALITY
!14
As Saint Laurent has very strong continuity throughout their branding, this
means how they perceive their consumers is closely associated with how the
consumers perceive themselves.
The personality of Saint Laurent brings the attitudes of celebrities and their
esteemed status into the real world. When I visualise wearing the Saint
Laurent brand, I see an adventurous character with no boundaries, full of
youth and freedom.
I believe this desired personality stems from not only their use of fearless
models, but additionally their celebrity ambassadors. These include fashion
icons such as Kate Moss, Kaia Gerber - daughter of Cindy Crawford and Zoë
Kravitz.
BRAND IDENTITY
FIG. 17

CULTURE
!15
As Yves Saint Laurent began his career in Paris, the YSL brand has
evolved since with constant reference to the city. Although it is not a
essential part of their branding, it is incorporated by Anthony Vaccarello,
particular through his catwalk design, as tribute to the brand’s home.
Most recently, Vaccarello has used Paris and it’s iconic Eiffel Tower as
a backdrop to his runway shows. Not only to create spectacle but also to
remind consumers of the brands heritage and love for Paris.
In regards to the Saint Laurent look, I personally think the garments
ooze with Parisian Chic. This is an extremely desirable element of the
brand, especially for consumers in other major cities who possibly want
to channel the easy yet stylish attitude of Parisian fashion icons.
BRAND IDENTITY
FIG. 18
FIG. 19

SELF IMAGE
!16
Saint Laurent’s client desires to purchase from the brand to bring
their idea of easy luxury to life. With a longing for effortless style
and everyday chic, they use the brand to enhance their ideal
persona as confident and luxurious women. Even through the
smallest of products bought for an extra touch, they purchase in
hope to achieve a sense of power and opulence in all areas of life.
BRAND IDENTITY
FIG. 20 FIG. 21

AUDIENCE
CURRENT
!17
YSL’s current consumer is a women between her late 20s and early 50s with a high
amount of disposable income. After working their way up the career ladder, they’ve
gained a name for themselves - not only in their area of expertise but also as a
fashion role model. Their wardrobe consists highly of designer clothing and
accessories, they are rarely seen in high-street garments. They take pride in their
designer items and ensure they are keeping up with each seasons newest releases.
EDUCATION: First Class Degree in Art History
JOB: Managerial role within the creative industry, on a salary between 70 - 100k per
annum.
LOCATION: Based in Kensington, London but travels regularly within Europe and
America.
INTERESTS: Old school movies, home renovation and keeping up to date with latest
trends through reading fashion and lifestyle magazines.
SHOPS: Favours luxurious, high-end brands, due to the exceptional quality. When she
isn’t prancing around Paris in her Saint Laurent boots, she is decorating her house with
goods from Anthropology. She particularly loves investing in ‘forever’ pieces, such as:
shoes, bags and outerwear.
SOCIAL MEDIA: Only has Instagram and Pinterest, but has recently discovered the
world of YouTube. She doesn’t use her socials regularly, maybe checks them once or
twice a day. Finds out about newest phenomenons through magazines such as
Harpers Bazaar.
WANTS: A healthy, happy and fulfilled life that is made better by the material objects
around her.
MOCK-UP

AUDIENCE
IDEAL
!18
Saint Laurent’s new target ideal consumer is between the age of 21 - 28. They are working
within a creative industry, earning a consistent and stable salary that they like to spend on
events, holidays and a glamorously fashionable wardrobe. They invest their spare time in
keeping up to date with their favourite Instagram babes and always knowing the newest
releases in fashion whether high-end or high-street. Finding and investing in unique
garments is important to them, to keep on top of their fashion game.
EDUCATION: BA (Hons) Fashion Journalism
JOB: Writer for Fashion Magazine Wonderland, earning between 30 - 45k per annum.
LOCATION: Living in a small flat with partner in Fulham, London.
INTERESTS: Going out to events / parties, exploring new places through both city and beach
breaks, investing time in herself through night-time pamper routines.
SHOPS: Loves major trend pieces usually seen on Instagram, and buys them via high-street
stores such as Topshop, ASOS and Nasty Gal. Whilst shopping high-street pieces she invests
in key pieces through high-end places including Balenciaga and OFF-WHITE. She particularly
loves garments that create flawless, and stand out night-time outfits.
SOCIAL MEDIA: Active and avid Instagram user. Makes full use of Insta Stories and keeps
up to date with her favourite bloggers, photographers and brands through her feed. Has
accounts for other platforms including Twitter, Instagram and YouTube, but is mainly engaged
on Instagram.
WANTS: A busy, fashionable and cool lifestyle. She makes sure all events and outfits are
documented as she never wants to forget any moment that comes her way. Always accepting
of compliments, particularly of her outfits, as she takes pride in her sense of style.
MOCK-UP

!19
Saint Laurent holds the strongest sense of expression online via their Instagram page. The use of videos and images
allows them to emphasise their sleek, cool and sexy style. More recently, they’ve begun to mix their classic black and
white portrait editorials with use of graphic, landscape promotion and typography - e.g. zebra crossing with the brand
logo weaved in. This has opened the brand to a wider audience and shows off the intelligent yet creative side of YSL.
BRAND EXPRESSION
INSTAGRAM
PRESS TO PLAYSCREEN RECORDING - @YSL INSTAGRAM

BRAND EXPRESSION
!20
In regards to brand expression
through editorial, they typically
create two different styles of
photographic work. The first style,
which these images reference, is
very classic and signature for
the Saint Laurent brand using the
monochrome colouring and the
newly established font. This
style of editorial clearly expresses
a rebellious yet clean-cut type of
girl. One who doesn’t obey the
rules and always looks put
together doing so.
EDITORIAL
FIG. 22 FIG. 23

BRAND EXPRESSION
!21
The second style of editorial
uses a combination of
colour and flash to provide
a n e f f e c t o f n o n -
professional photography.
This gives the impression
that the models are at real
l i f e e v e n t s , f u r t h e r
providing the influence and
vibe of the achievable
lifestyle of a sexy, moody
party-girl.
They also frequently use
the style of Polaroids to
give the the feel of instant
and eye catching imagery.
I t p r o v i d e s a c a n d i d
impression, as if the models
have taken the pictures
themselves - suggesting
rule breaking behaviour.
EDITORIAL
FIG. 24 FIG. 25 / 26

BRAND EXPRESSION
!22
Aside from Instagram and Editorials, Saint Laurent’s most dynamic form of brand expression and promotion derives from their
YouTube channel where they post fashion films. This is a recent example called “MICA - WINTER 18 - #YSL18”, made with
the purpose to promote the Saint Laurent Women’s Winter 2018 Collection. Similarly to their other fashion films, this uses
glamorous and grungy evening-wear styling to create a moody atmosphere. The classic music contrast with the rock ’n’
roll style results in a dramatic and cool atmosphere. Again establishing the brand persona of a fearless, powerful women.
FASHION FILMS
PRESS TO PLAYFIG. 27

BRAND EXPRESSION
!23
Although all of the fashion films are produced by Anthony Vaccarello, Saint Laurent regularly hires guest directors to give
each of their campaigns a different feel. This fashion film titled “#YSL05 BY ANTHONY VACCARELLO - MEN’S PREVIEW”,
has a different kind of edgy vibe from the previous film. The editing is more complex and uses a mixture of French and
English speech. Regardless of the different style of editing, the fashion film still presents the powerful, rebellious
personality of the Saint Laurent brand. It expresses this with quick cuts, flashing transition and a strong use of speech.
FASHION FILMS

BRAND EXPRESSION
!24
The centre of brand expression for Saint Laurent is the brand logo. Altered when Hedi Slimane was creative director it is no longer the
classic YSL acronym but instead a sleek and simple ‘SAINT LAURENT’. They use the Helvetica Bold font, a clean style with
straight edges, perfect for creating statement. The Saint Laurent packaging is typically black with a white logo. Kept clean and
stylish to be iconic without creating a fuss. This is visually an element all ages and genders could be attracted to, broadening Saint
Laurent’s audience basis.
PRESENTATION AESTHETIC
FIG. 29 FIG. 30

BRAND EXPRESSION
!25
As an alternative to the primary Saint
Laurent logo, the brand have
recently started using Yves’ Saint
Laurent’s hand-written signature
on garments of clothing. This has
been used to add an indie and
alternative look to the brand.
Particularly seen on t-shirts and
jumpers, this different logo makes
the garments them wearable and
possibly more relaxed than
incorperating the very classic logo
on all monogrammed items.
Additionally, a hand-written version
of ‘Saint Laurent’ has been
embellished onto trainers to give a
throw-on, easy look. This further
emphasises the idea that Saint
Laurent want to be a brand that
customers can just put on and look
glamorously put together.
PRESENTATION AESTHETIC
FIG. 31 FIG. 32

!26
Account Name - @YSL
Followers - 5.3 MILLION
Average Posts Per Week
- 6
Account Name - @Saint
Laurent
Subscribers - 39,939
Average Video Length -
30 Seconds
Account Name - @YSL
Followers - 4.18 MILLION
- 2
Account Name - @YSL
Likes - 2.9 MILLION
- 2
SOCIAL MEDIA
INSTAGRAM TWITTER YOUTUBE FACEBOOK
STATISTICS

SOCIAL MEDIA
!27
In regards to Social Media, Saint Laurent
use Instagram to market their brand in the
most effective way. Their Instagram page
is very aesthetically composed and
integrates many Social Media marketing
trends within their feed.
One trend they use to preview their
Fashion Week show is live streaming. In
preparation for the live stream this year
they posted three videos on their feed
stating when the show was and where it
would be streamed. This provides
complete access for all consumers, not
just the typical prestige audience of a
fashion show.
After the show was streamed they posted
short clips of the best bits from the
show, so those people that missed the live
stream could stay informed.
TRENDS: LIVE STREAMING
PRESS TO PLAYSCREEN RECORDING - @YSL INSTAGRAM

SOCIAL MEDIA
TRENDS: INSTAGRAM STORIES
!28
A frequently used trend by most accounts on Instagram is Instagram Stories. Instagram Stories are posted to your profile but
disappear after 24 hours. This style of post is perfect if you don’t want it to be a permanent feature on your Instagram profile.
With the new tool called ‘Highlights’ you alternatively can keep the stories always viewable from your account’s page.
Saint Laurent typically post editorial features in magazines and celebrity exposure of their garments on their stories. They
definitely are not the most creative brand with the purpose of their stories, however as the brand style is mostly sleek the clean
photographic posts fits with the branding.
FIG.33
FIG.34
FIG.35

SOCIAL MEDIA
TRENDS: GIFS
!29
A new style of post for Saint Laurent on their Instagram is the use of GIFS. Typically keeping to the
colouring of black and white, they’ve created a style of layering a multitude of images or stylised
graphics on top of one another in order to create engaging visuals similar to video. These GIFS help to
shape the image of the brand to be forward-thinking and fast paced, as well as graphically captivating.
FIG. 36 FIG. 37

!30
MARKETING
WEBSITE
First and foremost Saint Laurent
communicates with clients
through their website ‘ysl.com'.
Not used as a promotional tool but
instead as a commercial sales
focused platform, they make their
ready-to-wear collections
available for direct purchase.
Although I am sure it is more
c o m m o n f o r c u s t o m e r s t o
purchase high-end garments in
store to try outfits out for fit, this
enables people to quickly achieve
the Saint Laurent look without
having to travel to the store.
They incorporate their editorial
visuals on the home page, as
well as editorial outfit shots so
customers can buy complete
looks directly from an image.
PRESS TO PLAYSCREEN RECORDING - YSL.COM

!31
MARKETING
YOUTUBE
Saint Laurent’s YouTube is the
platform they use for all their
fashion films. Whether used in
commericial adverts, or short
cut edits for social media, every
video since Anthony Vaccarello’s
takeover is featured on their
YouTube.
With over 35,000 subscribers the
content reaches an extensive
audience, not to mention their
views tend expand further than
just their following. Their most
viewed fashion film “KATE MOSS
- THE TEDDY BAG” has been
watched over 7 millions times.
Although users of YouTube mainly
visit for frequent content creators,
the brand still manages to achieve
success with their reach.
PRESS TO PLAYSCREEN RECORDING - https://www.youtube.com/user/ysl

!32
MARKETING
INSTAGRAM
As I previously mentioned during Brand Expression,
Saint Laurent’s Instagram has a very signature
style. Using mainly black and white editorial
images, they lay their feed out precisely with
repeating similar photographs and white
borders. As you may have noticed my graphic
decision to use borders on each slide has been
inspired by their frequent use of this style of their
Instagram.
Alongside the traditional monochrome editorials,
they also use graphics to add interest and
dimension to the overall page, for example the Kate
Moss collages. They also post videos of fashion
film campaigns and compilations of their
catwalk shows to provide a 360 degree view all
the media they produce.
COLLAGE OF IMAGES USING @YSL INSTAGRAM POSTS

!33
MARKETING
INSTAGRAM HASHTAG / PROMOTION
When interacting with consumers, Saint
Laurent don’t tend to use marketing ploys
such as hashtags or paid promotion in
order to improve engagement. I believe this
is due to the sheer amount of attention
they receive regardless.
When searching the platform for hashtags
used, I found it is common for consumers to
hashtag #YSL and #SAINTLAURENT, if
showing a particular product in a post.
However, none of these hashtags are
targeted to provoke response, therefore
not improving engagement on the brands
content of campaigns and collections.
This is an element I feel the brand could
improve on, taking inspiration from the YSL
beauty Instagram feed who frequently work
with influencers using paid promotion..
SCREEN RECORDING - @YSL INSTAGRAM / #YSL SEARCH PRESS TO PLAY

!34
MARKETING
AMBASSADORS
The current YSL beauty ambassador, who also
reps Saint Laurent clothing quite frequently, is
Zoë Kravitz. Described by British Vogue as
“Undeniably cool and almost ludicrously
beautiful” (10), Kravitz perfectly fits the confident
and powerful Saint Laurent persona.
Her style is very care-free yet complete with a
seductive flair. Frequently on her Instagram she
posts editorial images or photographs using
YSL products. The perfect natural integration
that supports a high-end brand without using
paid promotion.
She has been featured many times in Saint
Laurent fashion films, as an androgynous but
sexy personality of the brand. In an interview
she expressed that “everything is bold, strong
and unafraid” and this is why she felt attracted to
work with YSL (10).

!35
MARKETING
ADVERTISEMENT
Although I have never personally seen a billboard or bus stop
advertisement for Saint Laurent, they post occasionally the
advertisements they produce onto their Instagram. They are
spectacularly produced to a large scale and sticking to the brands
core colours of black and white.
In terms of effectiveness, I believe the billboards will remind the
public of the brand more than enticing them to purchase products.
It’s a very strong statement to capture attention from a vast
audience all around the globe.
FIG.39FIG.40

!36
MARKETING
RETAIL / POP-UPS
With the leadership of Anthony Vaccarello the brand has
branched out to new ventures including creating public
exhibitions and showcasing live shows within the town
centres of the fashion capitals of the world.
This particular pop-up exhibition titled “Saint Laurent Self
01”, was held from November 9th to 11th at Palais Royal in
Paris. It showcased photography by Daido Moriyama
produced to capture the Saint Laurent personality. As you
can see from the video it was showcased in the most clean
yet extravagant black long box, filled with abundance of
photographs mirrored over all the walls.
FIG. 41 PRESS TO PLAY

!37
MARKETING
EXHIBITIONS
Since Yves Saint Laurent devastatingly pasted in 2008, there have been many permanent exhibitions dedicated to his work. One
permanent gallery exists in Marrakech, the place where Laurent spent frequent amounts of time holidaying. The museum is called:
“musée Yves Saint Laurent Marrakech”- meaning the Museum of Yves Saint Laurent.
To have a complete, beautiful space dedicated to him just the outstanding impact he had on so many people both publicly and
privately into his life. Everything from patterns, seating charts, to the oldest of designs, is all kept here for the world to discover an
insight to Yves’ life.
FIG. 42 FIG. 43

!38
SWOT ANALYSIS
SAINT LAURENT - SWOT
STRENGTHS
IMAGERY / BRAND ETHOS / KEEPING CURRENT /
SOCIAL MEDIA
IMAGERY: Typically monochrome, they are ALWAYS
consistent with the photographic work that produce.
ETHOS: Their ethos of designing empowering, powerful
clothing that doesn’t lessen practicality is centre of
everything they create.
CURRENT: The designs for Saint Laurent always
perfectly balance Yves’ signature style with new trends to
provide innovative and exciting garments.
SOCIAL: The Saint Laurent socials, with their Instagram
in particular is always adventurous, appealing yet fitting
to the brand image.
WEAKNESSES
TARGETED CONTENT / LACK OF LAUNCHES /
TRADITIONAL GRAPHICS
TARGETED CONTENT: The social media content for
YSL is effective and engaging yet it is aimed at those
who cannot afford more than a lipstick.
LAUNCHES: Laurent bought out many revolutionary
launches during his time directing the brand, yet currently
the brand lacks new, innovative launches of new
products or campaigns.
GRAPHICS: A lot of the brands graphics, colour choices
and editorial style sticks within the same boundaries.
This could be considered boring and safe.

!39
SWOT ANALYSIS
SAINT LAURENT - SWOT
OPPORTUNITIES
CONSUMER REACH / GRAPHIC POSSIBILITY /
INFLUENCER COLLABORATIONS
CONSUMER: With such a large budget and credible
influence, they could afford to experiment and reach out
to a new target consumer.
GRAPHICS: With such a huge following and established
brand, they could introduce different graphics to bring a
new leash of light to the brand.
INFLUENCERS: To push the brand to new consumers
that could trial using paid promotion with influencers. This
could engage a different kind of audience and has the
potential to be extremely effective.
THREATS
ABANDONED / COMPETITION
ABANDONED: If Anthony Vaccarello or the next
Creative Director doesn’t launch a new kind of product
and just sticks to the high-end collections they may
slowly get left behind. They could push the apparel to a
new level through a collaboration or new launch.
COMPETITION: With high-end brands like Alexander
Wang and Versace becoming more versatile to new
audiences through collaborations, Saint Laurent holds
risk of not enticing a new consumer by staying safe.

!40
COMPETITION
DIOR VS SAINT LAURENT
A very similar brand to Saint Laurent that is a major competitor is Dior. Most commonly known for the introduction of the ‘New
Look’ (11), the house of Christian Dior was founded in 1946. Linked deeply to YSL as Yves directed Dior for a short time after Mr.
Dior’s tragic death, the two brands intertwine very closely. However, there are quite major differences to their approaches.
With over 22 Millions followers on Instagram (12), Dior are a big step ahead of Saint Laurent in terms of following. They have a far
greater amount of eyes watching their every move from around the world and they are definitely using this to their advantage. They
weave interviews with behind-the-scenes sketches and detail shots; completely adventurous and appealing, Dior are a fierce
brand that prove you can absolutely modernise your brand from the origins they were built on. Saint Laurent is classic in their own
right, but could be pushed so much further.
PRESS TO PLAYFIG. 44 FIG. 45 FIG. 46

!41
COMPETITION
DIOR VS SAINT LAURENT
Current Creative Director - Maria Grazia Chiuri, is all about moving the Dior brand into the future (13). This has especially shone
through in the Pre-Fall 2019 Menswear Apparel Collection, curated and created by Kim Jones. The collection centred around
modernism with a particular homage to art. Through collaboration with Japanese artist Hajime Sorayama, they used a 39-foot
‘fembot’ to set the stage for the rule-breaking show (14). This ability to break boundaries pays off particularly through Social Media
reach and impressionism of consumers.
Saint Laurent, who also use spectacle in their Catwalk shows, for example their choice to make models walk on water in front of
the Eiffel Tower for their Spring / Summer 2019 Collection (15). Yet in contrast to Dior, their choices seem minimal and could be
pushed further. It all seems quite safe in comparison.
PRESS TO PLAYFIG. 47 FIG. 48 FIG. 49PRESS TO PLAYPRESS TO PLAY

!42
SUMMARY
Saint Laurent have been a revolutionising brand ever since they were established in 1961. With the primary focus of wanting to
evolve women’s fashion into more than it was, Yves Saint Laurent created designs that left the world with an empire accredited to
his name. Women’s fashion was shifted to be more than just beautiful, but instead provide freedom, empowerment and an
ever-lasting quality of luxury. Through many creative designers this ethos has stood strong, and is completely shining in the 21st
century through their strategic and mesmerising use of social media.
FIG. 50 FIG. 51 FIG. 52

!43
ACTION PLAN
One of the main qualities of Saint Laurent that I feel could be pushed to a new eternity is their target audience. The content they use on
their social media and the adventurous designs they create don’t match who can afford and would typically buy their products.
Therefore, my Action Plan works on introducing a new target consumer of 21 - 28 year olds. I’m proposing that Saint Laurent
release a new capsule collection of signature Laurent styles called Seek Laurent. Selling particularly evening-wear styles, with a
lowered price point so the new consumer feels she can invest wisely in the product.
DREAM MANIFESTO
NEW CONSUMER
CAPSULE COLLECTION

!44
ACTION PLAN
WHO IS SHE?
To be able to sell the Seek Laurent capsule
collection to the new ideal consumer, I want to be
clear that with purchase of the line the women
are seeking their inner Saint Laurent.
WHO IS SHE? MISSION STATEMENT
Poised yet powerful she graces the night. Heels
strapped and leather dress slipped on, her inner
Saint Laurent comes out. Both a friend and an
inspiration, she is always on a mission to
adventure through the night. The one both the
girls and guys admire, always gorgeous, sexy and
courageous in the most elegant way. Seek your
inner Saint Laurent.
COLLAGE CREATED BY ME

!45
ACTION PLAN
RATIONALE
WHAT?
Described by The Business of Fashion, a
capsule collection is “essentially a condensed
version of a designer’s vision, often limited
edition” (16). The capsule collection will be
called Seek Laurent and will encourage the
ideal target consumer to ‘seek’ their inner
Saint Laurent. The Seek Laurent capsule
collection will be released exclusively for a
month at The Corner Shop of Selfridges &
Co, before being considered for renewal.
FIG. 53

!46
ACTION PLAN
RATIONALE
WHY?
I feel by releasing the Seek Laurent capsule
collection, the new target customer will be
enticed by its exclusivity and hype. Additionally,
a capsule collection will ensure they aren’t
overwhelmed by a huge variety of garments,
allowing them to get a real taste of Saint
Laurent.
I’ve chosen to launch it at Selfridges & Co’s
Corner Shop as this is a fairly new department
of the store, one thats anticipation was highly
built over Instagram. Therefore, the new
younger yet mature 21 - 28 year old consumer will
know of the location and may have already
desired to visit. Additionally, Saint Laurent are a
designer brand already sold at Selfridges & Co,
therefore I feel it is a perfect fit. I have mocked up
an example window display for the outside of The
Corner Shop of Selfridges. MOCK-UP

!47
ACTION PLAN
RATIONALE
HOW?
Instagram is the home of gaining publicity
and attention, if it is done in the right way. With
intention to reach women between 21 - 28 years
old, I will be using Influencers to entice
them. The influencers will be well known and
portray the passionate, confident Seek
Laurent woman. I will discuss the influencers I
would recommend on a further slide.
These influencers would tag the brand and use
hashtag #SEEKLAURENT when advertising
items from the brand and when attending
The Corner Shop at Selfridges. The Saint
Laurent Instagram would post snippets from
the fashion film, moving-images and
editorial images I created to build anticipation.
There are two mock-up examples to the right,
that incorporate the hashtag #SEEKLAURENT,
hopefully encouraging others to then use it.
PRESS TO PLAYMOCK-UP MOCK-UP

!48
ACTION PLAN
THE FASHION FILM
DIGITAL PROMOTION
PRESS TO PLAYCREATED BY ME

!49
ACTION PLAN
TEASER
PRESS TO PLAY
DIGITAL PROMOTION
CREATED BY ME

!50
ACTION PLAN
MOVING IMAGES
PRESS TO PLAY
Alongside the Final Fashion Film
and the Teaser, I also created four
moving-images (GIFS) that fit in with
Saint Laurent’s visual identity.
The are all different sizes for various
uses and would be posted before
release of collection on Instagram
to build anticipation.
DIGITAL PROMOTION
ALL GIFS CREATED BY ME

!51
ACTION PLAN
PHYSICAL PROMOTION
EDITORIALPOSTERMOCK-UP-CREATEDBYME
Combined with digital promotion, it would push the dynamic aesthetic of the brand and whilst drawing in a larger audience to the
pop-up if there were physical editorial shots taped on lamp-posts and walls as you walk toward the Selfridges & Co Corner Shop.
Above are just two of my favourite photographs for the campaign using additional grey scotch tape to hold them up. These create a
moody, dark yet intriguing effect for people to wonder about. Near each of the photographic posters could also be informative
posters with details of the pop-up; again I have included a mock-up above.

!52
ACTION PLAN
PROMOTION
INSTAGRAM LAYOUT EXAMPLE
This is an example mock-up Instagram layout of how Saint
Laurent could build up anticipation using all of promotional
material I’ve created. They typically repeat posts to create
patterns on their Instagram feed, therefore I decided to
mirror this and as well as posting similar photographs
together in this format. This layout is aesthetically pleasing
and fits the brand’s visual identity, while teasing the
audience of the upcoming release.
MOCK-UP

!53
ACTION PLAN
In attempt to reach as many new
ideal consumers as possible, I am
proposing that alongside the
#SEEKLAURENT campaign on the
Saint Laurent Instagram, the brand
should work with two or more
influencers using paid-posts on
Instagram to promote the Capsule
Collection / Pop-up space to their
audiences.
The first influencer I’m suggesting is
Madison Sarah Knowles. She is 21
and a major fashion blogger both on
Instagram and YouTube. She would
fit the #SEEKLAURENT campaign
due to her style and attitude. She
enjoys nights-out and often promotes
events / new collections to her
53,000 followers on the platform.
On the right I have created a mock-
up caption for a sponsored post on
one of her existing Instagram images.
INFLUENCERS
MOCK-UPFIG. 54

!54
ACTION PLAN
The second influencer I’m suggesting is
Lissy Roddy. Known for her styling,
particularly incorporating high-end
pieces, the #SEEKLAURENT collection
is definitely something she would
typically buy into. Her iconic style
inspires a great 520,000 followers so
could be major effortless exposure for
the brand. To the right is a mock-up
caption for a sponsored post on one
of her already existing Instagram
Images.
INFLUENCERS
MOCK-UPFIG. 55

!57
LIST OF ILLUSTRATIONS
FIGURE 1: https://i-d.vice.com/en_uk/article/papekz/take-an-exclusive-peek-behind-the-scenes-at-saint-laurent-springsummer-17
Photographer: Collier Schorr Model: Mica Arganaraz
FIGURE 2: https://www.instagram.com/p/BntBw83nUxM/?utm_source=ig_web_copy_link
Photographer: Ezra Pentronio Model: Kate Moss
FIGURE 3: https://www.instagram.com/p/BcVIvM4HqHA/
Photographer: David Sims Model: Kate Moss
FIGURE 4: https://www.harpersbazaar.com/culture/features/g6476/style-icons-who-changed-fashion/?slide=1
Photographer: UNKNOWN Source: Getty Images Model: Bianca Jagger
FIGURE 5: https://www.vogue.com/fashion-shows/spring-2018-ready-to-wear/saint-laurent/slideshow/collection#58
Photographer: Kim Weston-Arnold Source: indigital.tv Model: Loane Normand
FIGURE 6: https://museeyslparis.com/en/biography/le-neiman-marcus-award
Photographer: UNKNOWN Model: Yves Saint Laurent
FIGURE 7 / 8 / 9: https://www.instagram.com/p/BG3mstKIUNm/ / https://www.instagram.com/p/BHCp2ZvhsTI/ / https://www.instagram.com/p/BG4TCOQIUDP/
Photographer: Collier Schorr Models: Agnes & Mayowa
FIGURE 10: http://www.anothermag.com/art-photography/2069/adolphe-mouron-cassandres-ysl-logo
Original Creator: Adolphe Mouron Cassandre Date: 1961
FIGURE 11: http://www.agentofstyle.com/wp-content/uploads/sites/4/2013/04/saintlaurentparis.jpg
Original Ownership: Saint Laurent Paris
FIGURE 12 / 13: https://www.ysl.com/corporate/en/saint-laurent-store-locator/architecture/
Photographer: UNKNOWN Source: YSL.COM
FIGURE 14: https://www.instagram.com/p/BmTN2nVHLQO/?utm_source=ig_web_copy_link
Original Ownership: Carmen London / Carms London / @x_carms Source: Instagram
FIGURE 15: https://www.instagram.com/p/BmwSWo5Boo3/?utm_source=ig_web_copy_link
Photographer: Tyron Lebon Model: Zoë Kravitz
FIGURE 16: https://www.instagram.com/p/BOsbK2QhCYf/?utm_source=ig_web_copy_link
Photographer: Collier Schorr Source: #YSL04 Campaign Model: Hiandra
FIGURE 17: https://www.instagram.com/p/BcR5AynHTg8/?utm_source=ig_web_copy_link
Photographer: David Sims Model: Kate Moss
FIGURE 18 / 19: https://www.harpersbazaar.com/uk/fashion/shows-trends/a23466446/models-walked-on-water-for-the-saint-laurent-show/
Photographer: Andrea Adriani for Imaxtree

!58
FIGURE 19: https://www.dailymail.co.uk/tvshowbiz/article-6207491/Kaia-Gerber-wows-WATERFALL-catwalk-Eiffel-Tower-Saint-Laurents-Paris-show.html
Photographer: Pixel Formula / REX / SIPA / Shutterstock
FIGURE 20 / 21: https://www.popsugar.co.uk/fashion/photo-gallery/45309174/image/45333639/Day-7 / https://www.marieclaire.com.au/paris-fashion-week-street-
style-ss19
Source: 20 - Style Du Monde 21 - Marie Claire
FIGURE 22: https://www.instagram.com/p/BaKKvsjnu8Q/?utm_source=ig_web_copy_link
Photographer: David Sims Model: Zoë Kravitz
FIGURE 23: https://www.instagram.com/p/BeBlBZDHsm9/?utm_source=ig_web_copy_link
Photographer: Inez and Vindooh Model: Anja Rubik
FIGURE 24: https://www.instagram.com/p/Bl_Fpo2HNcc/?utm_source=ig_web_copy_link
Photographer: Anthony Vaccarello Models: Mica & Paul
FIGURE 25: https://www.instagram.com/p/BihlYmBnnN9/?utm_source=ig_web_copy_link
Photographer: Ezra Petronio Model: Anja Rubik
FIGURE 26: https://www.instagram.com/p/Bl8gyjDn7YF/?utm_source=ig_web_copy_link
Photographer: Anthony Vaccarello Model: Kaia Gerber
FIGURE 27: https://www.youtube.com/watch?v=jJYTmeuf0Bw
Videographer: Inez & Vindooh Model: Mica
FIGURE 28: https://www.youtube.com/watch?v=EGHQkpnjSxA
Videographer: Nathalie Canguilhem Models: MIXTURE - UNKNOWN
FIGURE 29: https://hypebeast.com/2012/7/a-look-at-new-saint-laurent-paris-packaging
Photographer: UNKNOWN
FIGURE 30: https://www.wallpaper.com/gallery/fashion/saint-laurent-by-hedi-slimane-wins-wallpapers-best-rebranding-award
Photographer: Paul Zak
FIGURE 31 / 32: https://www.ysl.com/gb/shop-product/men/ready-to-wear-t-shirt-and-jersey-saint-laurent-signature-t-shirt_cod12035407rf.html / https://
www.ysl.com/us/shop-product/men/shoes-sl06-court-classic-sl06-sneaker-in-leather_cod11363645bp.html
Courtesy of: ysl.com
FIGURE 33 / 34 / 35: NON-PERMANANT REMOVED IMAGES FROM - https://www.instagram.com/ysl/
FIGURE 36 / 37: https://www.instagram.com/p/BpZibluHI-6/?utm_source=ig_web_copy_link / https://www.instagram.com/p/Bp5Cdt9AY57/?
utm_source=ig_web_copy_link
Photographer: Daido Moriyama Graphics: i-D & Vogue Paris

!59
FIGURE 38: https://www.instagram.com/p/BkQ_EtNhG6e/?utm_source=ig_web_copy_link
Videographer: Nathalie Canguilhem Model: Zoë Kravitz
FIGURE 39: https://www.instagram.com/p/BbUkIDLHg7y/?utm_source=ig_web_copy_link
Photographer: David Sims Model: Zoë Kravitz
FIGURE 40: https://www.instagram.com/p/BXn17hMjdkO/?utm_source=ig_web_copy_link
Photographer: Collier Schorr Model: Mica
FIGURE 41: https://www.instagram.com/p/BqAmTAfnXhJ/?utm_source=ig_web_copy_link
Photographer: Daido Moriyama Model: N/A
FIGURE 42 / 43: https://www.museeyslmarrakech.com/en/votre-visite/
Photographer: UNKNOWN Source: Musee YSL Marrakech
FIGURE 44: https://www.instagram.com/p/BqZ2TbIBaV8/?utm_source=ig_web_copy_link
Photographer: Fabiola Zamora
FIGURE 45: https://www.instagram.com/p/BqVfqpOheO7/?utm_source=ig_web_copy_link
Videographer / Producer: Baron & Baron and Anchor Light
FIGURE 46: https://www.instagram.com/p/BqcseP-DDDO/?utm_source=ig_web_copy_link
Photographer: Jeff Wells
FIGURE 47: https://www.instagram.com/p/Bq736diBcXs/?utm_source=ig_web_copy_link
Videographer: UNKNOWN Source: Dior via Instagram Artists: Kim Jones and Hijame Sorayama
FIGURE 48: https://www.instagram.com/p/Bq6hbDrnO-V/?utm_source=ig_web_copy_link
Videographer: UNKNOWN Source: Dior via Instagram Artists: Kim Jones and Hijame Sorayama
FIGURE 49: https://www.instagram.com/p/Boeu6CbH0QF/?utm_source=ig_web_copy_link
Videographer: UNKNOWN Source: YSL via Instagram Artist: Anthony Vaccarello
FIGURE 50 / 51 / 52: https://www.pinterest.co.uk/keziahjkmiller/5002/
FIGURE 53: http://www.dalziel-pow.com/selfridges-anatomy-of-luxury-issey-miyake/
Source: Dalziel-Pow via Helen Lawrence
FIGURE 54 / 55 - ORIGINAL IMAGES VIA: https://www.instagram.com/p/BpR0vqeAYi3/?utm_source=ig_web_copy_link / https://www.instagram.com/p/
BqzTn7SAede/?utm_source=ig_web_copy_link

!60
1) http://www.kering.com/en/brands/luxe/saint-laurent
2) https://www.businessinsider.com/ysls-greatest-fashion-hits-2011-8?IR=T
3) https://theculturetrip.com/europe/france/paris/articles/the-history-of-the-house-of-yves-saint-laurent/
4) https://fashionista.com/2012/06/is-yves-saint-laurent-going-to-change-their-name
5) https://www.vogue.com/article/anthony-vaccarello-interview-vogue-march-2018-issue
6) https://www.theguardian.com/fashion/2014/mar/02/yves-saint-laurent-battle-life-story
7) https://www.brainyquote.com/quotes/yves_saint_laurent_929969
8) https://www.dezeen.com/2014/02/21/hedi-slimane-opens-saint-laurent-store-in-london/
9) https://www.loreal-finance.com/en/annual-report-2015/yves-saint-laurent
10) https://www.vogue.co.uk/gallery/zoe-kravitz-ysl-beauty-ambassador
11) https://www.vogue.co.uk/article/christian-dior
12) https://www.instagram.com/dior/?hl=en
13) https://www.vogue.com/article/christian-dior-creative-artistic-director-maria-grazia-chiuri-interview
14) https://www.vogue.com/fashion-shows/pre-fall-2019/dior-homme
15) https://www.harpersbazaar.com/fashion/fashion-week/a23459150/saint-laurent-spring-2019-show/
16) https://www.businessoffashion.com/education/fashion-az/capsule-collections
BIBLIOGRAPHY

Creative Strategy Document: Saint Laurent V2 (pdf)

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