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Leather Pants
YVES SAINT LAURENT
Designer
YSL IS ONE OF THE WORLD’S MOST PROMINENT FASHION HOUSES
"Chanel freed women, and I empowered them.""I created the contemporary woman's wardrobe."
Yves Saint Laurent was criticized for his drug abuse and alcoholism, but had a huge impact on the fashion industry, that he reflected on:
… the first fashion house to launch the concept of ready to wear in 1966
… over forty years later the brand continues to create super luxurious and contemporary designs in the finest fabrics
… classic French sentiment with a modern spirit.
Today, YSL is still seen as one of the greatest names in fashion:
HISTORY OF YVES SAINT LAURENT1961 – The luxury fashion house was founded by Yves Saint Laurent and his partner, Pierre Bergé in Paris, France
1963 – Design of the logo that is still in use today
1978 – Start of a cosmetic line when YSL was popularizing fashion trends across Europe
1992 – Declining profits led to a sale to pharmaceutical company Sanofis
1999 – Gucci bought YSL with Tom Ford designing the ready-to-wear collection, Yves Saint Laurent the haute couture
2002 – Yves Saint Laurent closed the haute couture line and retired
2008 – Yves Saint Laurent died, and financial crisis led to closing of stores in NYC and San Francisco
2012 – New creative director hired from Dior
YSL COMPETES WITH GUCCI AND LOUIS VUITTON
❑ Strong international brand presence with over 70 stores spread across 3 continents, including presence in the most important locations in more than 10 countries
❑ Long history and is considered to be the reviver of couture which had lost its glory
Strength
Weaknesses
Competitors
❑ The brand has not used its logo on their products which has affected the brand identification
❑ Lack of superstar designer that is famous even outside the brand (e.g., like a Marc Jacobs for LV or a Tom Ford for YSL in previous years)
❑ Gucci
❑ Louis Vuitton
BUT THE FUTURE OFFERS GREAT OPPORTUNITIES FOR YSL
❑ Expand into Asia - a lot of emerging markets are have a huge growth in luxury goods
❑ Revive the vintage collection which has a classic appeal and more depth in design than its competitors
❑ Create new brand identity by focusing on green initiatives and CSR activities
Opportunities
Threats❑ Recessions in Europe and the USA – still the most
important markets for luxury brands
❑ Intense competition from Gucci – even though it belongs to the same company, YSL is losing a lot of sales to Gucci as they have a more memorable brand
TARGET GROUP OF YSL: WEALTHY, CLASSIC AND FASHION INTERESTED
25-50 year old upper class men and women with 6-figure salaries
Target customer group
Meet Elizabeth Duke, a typical YSL customer …
❑ 29 years old and lives in a penthouse apartment in London
❑ PR Manager for a famous London public relations company
❑ Married to an English investment banker
❑ Owns a country house in Wales and a holiday villa in St. Tropez, France
❑ Shops every 3 months and looks for timeless items and classic items – prefers YSL and Gucci as well as Stella McCartney for summer fashion
❑ No interest in “cheap items” or “bargains” and does not like replicas
STORE IMPRESSIONS
Store Layout
Sales Assistance
Merchan-dising
Product placement
Overall experience
❑ Store looked very clean, structured and empty, in a classic and luxurious style
❑ 2 Sales Associates in the store that both helped customers very detailed
❑ Focused on only a few, high-price items❑ Great placement of the products
❑ Leather pants were hanging on a hanger in the middle of the store
❑ Only 2 different pairs were available❑ Very luxurious
PRODUCT KNOWLEDGE Garment description:
▪ Fabric 1: 100% leather
▪ Fabric 2: 70% Polyester, 24% nylon, 6% elastomer
▪ Lining: 58% polyamide, 42% elastomer
Care instructions:
▪ Specialist clean
Style:
▪ Trendy
Country of origin
▪ Italy
Available sizes▪ 2-12 (but only 3
sizes represented in store)
Price:
▪ $ 5,950
Saint Laurent Leather pant
BridgeMARC BY MARC JACOBS
HISTORY OF MARC JACOBS
1986: Marc jacobs showed his first collection under the Marc Jacobs Label.
1989: Jacobs first collection for perry ellis was presented.
1998: Jacobs first collection for LVS hits was launched
2000: Marc By Marc Jacobs was created with cloths for both women and men.
2010: Jacobs was listed in Time Magazine as one of the most 100 influential people in the world.
2013: Launched Cosmetics as part of their brand.
MARC BY MARC JACOBS
❑ High Profitability and revenue
❑ Skilled workforce
❑ High Growth rate
Strength
Weaknesses
Competitors
❑ Only appeals to younger demographic
❑ Juicy Couture
❑ CHLOE
MARC BY MARC JACOBS SWOT
❑ Social media outlet to reach a wider audience
❑ Video Advertising campaigns
Opportunities
Threats❑ Recessions in Europe and the USA – still the most
important markets for luxury brands.❑ Future competition
Store Impression
❑ Friendly Staff
❑ Energetic Music
❑ Sleek Fixtures that display Product.
❑ Multiple products displayed throughout the store to showcase.
❑ Very Clean.
❑ Mostly hanging
TARGET GROUP OF MARC BY MARC JACOBS
❑ Age: 18-35
❑ Gender: Male and Female
❑ Less expensive branch of the Marc Jacobs label
❑ Middle to upper class
❑ Style hungry individuals
PRODUCT KNOWLEDGE
Style: Trend
Karlie Leather Pant
Country of Origin: Italy
Suggested retail price: $998
Sizes from 2-8
ContemporaryALL SAINTS SPITALFIELDS
WHAT IS ALLSAINTS SPITALFIELDS
AllSaints Spitalfields is a Contemporary brand that is based out of the United Kingdom. The company is based on
culture, Art, and Music.
HISTORY OF ALLSAINTS SPITALFIELDS
1994-Founded in by Stuart Trevor
1997- AllSaints opened its first Brick-and-mortar store off canary street in London.
2003- Stuart sold AllSaints to Kevin Stanford and Stephen Craig.
2006- Company launches its’ first website opening the door to the technology age.
2014- AllSaints Expands company into Asia opening 30-50 additional Locations worldwide.
Strength
Weaknesses
Competitors
AllSaints SWOT Analysis
❑ Builds customer relations by client telling and remember shoppers and their personal style.
❑ Offers out of stock Email updates on all items.
❑ Partnered with “Not for Sale” to help bring awareness and stop human trafficking.
❑ Very limited customer service.
❑ Locations are very limited.
❑ John Varvatos
❑ Theory
❑ Zara
ALLSAINTS SWOT ANALYSIS
Opportunities
Threats
❑ Expanding company to Asia to meet consumer needs.
❑ Social-media outlets to create brand awareness through
customer experience while viewing media outlet, or while
in store.
❑ Weather
❑ Supply and demand
❑ Economy.
TARGET GROUP OF ALLSAINTS SPITALFIELDS “WE ARE ALLSAINTS”
❑ Age: 18-35
❑ Gender: Male and Female
❑ Income Level: Middle to upper class
❑ Many of Allsaints shoppers are return customers that very from many
ethnicities and appear to have moderate to high-income levels
❑ Fashion savvy, and style conscious would best describe the typical AllSaints
Customer.
PRODUCT KNOWLEDGE
Style: Trend
Harrah Pipe Skinny Pant
Country of Origin: Italy
Suggested retail price: $525
Size range Waist 25-32
All Saints Spitalfields Store Layout and Visuals
● Pre Styled outfits.● Hardware in store is
intricate and showcases their product on detailed fixtures.
● Store Split up into personalities.
● Customer service is excellent.
● Items in store are kept to a very strict standard by size, seam alignment, and sensor detailing to ensure The AllSaints experience during store visit.
My Experience
