The Research on the Brand Marketing Strategy of Yves Saint Laurent

Abstract

Yves Saint Laurent was founded in 1961. The brand is owned by Kering as part of the Gucci Group. Yves Saint Laurent is a luxury brand specializing in both men's and women's ready-to-wear in addition to handbags, shoes, accessories, sunglasses, fragrances, and cosmetics. With the development of Internet information, under the background of the younger concept of consumer goods and the gradual maturity of social media, this paper takes the social marketing of the Saint Laurent brand as an example, takes the marketing strategy as the main line, and uses 4Ps marketing mix to analyze its internal problems, and through the analysis of competitors and comparative analysis of Saint Laurent's success and shortcomings, and finally, put forward the brand's marketing point of view and thinking. Through the research results, it was found that brands can use create pop-up stores and develop brand extension (fragrance and furniture products) as marketing strategies. YSL sells its products through directly operated stores all around the world as well as on an e-commerce site, moreover, YSL directly competes with LVMH's French labels Louis Vuitton and Gucci in Kering, also in addition to a wide range of other luxury brands.