Document 5

On the offline stores, they

The promotional and YSL try to promote by video focus more on visual
advertising strategy in the ad campaigns, social media merchandising, eco-friendly
Yves Saint Laurent communication and other store design to create a stir
marketing strategy is as channels like contest among the potential
follows promotion customers and try to convert
them to loyal customers
 + Marketing Mix of Yves Saint Laurent

MAREKTING MIX analyses the brand/company which covers

4Ps and explains the Yves Saint Laurent
marketing strategy
ABOUT
Yves Saint Laurent, popularly known as
YSL is always famous to serve the
upper middle and premium class of
customers. Currently, it’s cosmetic
division is owned by L’oreal and the
brand tries to attract the customers who
are strong, independent and are
particularly very conscious about their
fashion. Generally, it attracts urban men
and women within the age group of 20
to 40 years.
at times it has a loyal customer base for
people aging 50 who are well affluent
economically and tries to carry an image
professionally. With digital era
beginning, the company has made its
firm presence in the web space and its
customers are quite vocal about the
products across all social media
platforms.
 INTRODUCTION

also known as Saint Laurent, is a French luxury fashion house founded by Yves Saint Laurent and his partner,
Pierre Bergé

The company revived its haute couture collection in 2015 under former Creative Director Hedi Slimane

Founded in 1961, today Saint Laurent markets a range of women's and men's ready-to-wear products, leather
goods, shoes and jewellery

Yves Saint Laurent Beauté also has a presence in the beauty and fragrance market, although this is owned by
L'Oréal, which holds exclusive licenses for the name

During the 1960s and 1970s, the firm popularized fashion trends such as the beatnik look, safari jackets for men
and women, tight pants and tall, thigh-high boots, including a tuxedo suit for women in 1966, Le Smoking suit
VARIATION IN
+ Price range- AED-1,818 TO AED10,835 
PRICES

CHEAPEST EXPENSIVE
YSL  LV 

Yves Saint Laurent (as it was then known) was founded in 1961. Both Vuitton goes back to the 19th century (founded 1854) 
used french manufacturing and mostly french fabrics, although at the time that
was nothing unusual. 

Saint Laurent’s rebrand and product offering has made it lose a lot Vuitton in particular has a focus on craftmanship with their leather good 
of it’s original creative soul (in my opinion!) to cater to an international market
that is more focussed on hype/streetwear influences. 

   LV’s core product range stays true to it’s original leather goods offering and
that is why it is such a recognisable logo and style. 

     
 BRANCHES 

+ 01. THE GALLERIA AT SOWWAH SQUARE 

+ 02. MARINA MALL 
+ 03. THE DUBAI MALL 
+ 04. BLOOMINGDALE'S 
+ 05. LEVEL SHOES 
+ 06. MALL OF THE EMIRATES 
+ 07. HARVEY NICHOLS 
 OUTLETS- 

+ AUSTRIA 
+ GERMANY 
+ ITALY 
+ PORTUGAL 
+ SWITZERLAND 
+ UAE 
+ UK 
+ US 
ADVERTISMENT
MEDIA
RIVALRY
BRANDS OF YSL
 THREATS
Opportunities
Strengths Strength Opportunities Strength Threats (ST)
(SO) Strategies Strategies
Using Ysl Creative Ysl Creative can use two
strengths to consolidate approaches - building on
and expand the market present strengths, or
position. analyze the trend and
build processes to two
pronged market
penetration approach.

Weaknesses Weakness Opportunities Weaknesses Threats

(WO) Strategies (WT) Strategies
Building strategies based Ysl Creative should just
on consumer oriented get out of these business
product development areas and focus on
and marketing approach. strength and threats
box , or on weakness
and opportunities box.
 Marketing Mix of Yves Saint Laurent
analyses the brand/company which covers
4Ps (Product, Price, Place, Promotion) and
explains the Yves Saint Laurent marketing
strategy. There are several marketing
strategies like product/service innovation,
4 P’S OF YSL marketing investment, customer experience
etc. which have helped the brand grow.

Marketing strategy helps companies

achieve business goals & objectives, and
marketing mix (4Ps) is the widely used
framework to define the strategies. 
Yves Saint Laurent Price/Pricing
Strategy

+ Over the years, the brand has been successful in maintaining accurate
pricing strategy without much differences in revenue or sales. Yves Saint
Laurent provides an entry-level pricing of around 135£ that boosts the
ongoing shoppers to be interested in their products. The average price range
for permanent collection ranges between 170£ to 2970£ while for ready to
wear collections, the price ranges between 135£ to 5270£.
Yves Saint Laurent Place & Distribution Strategy:

+ Following is the distribution strategy of Yves Saint Laurent:

+ Yves Saint Laurent brand always projects itself in high-end department
stores like Harrods and Selfridge, in selective online departmental stores
like net-a-porter and in their official e-shops. They are into web presence
too with mobile sales channel developed drastically in the last few years.
+
Currently, YSL have expanded to more than 35+ countries and is
expanding ambitiously in countries like Japan through an increasing
number of brick and mortar stores.
Yves Saint Laurent Promotion & Advertising Strategy:

+ The promotional and advertising strategy in the Yves Saint Laurent marketing
strategy is as follows:
+ With the digital era setting in, the brand has shifted its focus to digital
promotional campaigns more. YSL try to promote by video ad campaigns, social
media communication and other channels like contest promotion. They leverage
their customer base across the social media platforms to promote their products.
They often release commercial videos on their Youtube channel to showcase the
elegance of their products. On the offline stores, they focus more on visual
merchandising, eco-friendly store design to create a stir among the potential
customers and try to convert them to loyal customers. Hence this completes the
marketing mix of Yves Saint Laurent.