What is Yves Saint Laurent’s marketing strategy? This mighty French fashion house, founded in 1961 by Yves Saint Laurent and Pierre Berge, remains at the top of the fashion market even today.

In this blog post, we’ll review and break down the marketing mix of this successful fashion house. So, let’s get started.

The Target Audience of Yves Saint Laurent

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Yves Saint Laurent’s target audience is middle and high-class fashion connoisseurs between 20 to 50 years old.

Furthermore, the brand targets individuals who boast an urban and classy flair.

Is Yves Saint Laurent a Luxury Brand?

Yves Saint Laurent has long been recognized as a brand of great substitute, along with other renowned fashion houses such as Chanel, Dior, and Louis Vuitton. Yves Saint Laurent boasts a high-caliber positioning within the fashion industry for numerous reasons. Here are some of them:

Fashion and Style

As a high-end fashion brand, Yves Saint Laurent offers some iconic items, attracting fashion aficionados with unique designs and product durability.

The brand effortlessly stands out among the competition by maintaining their brand image and vision: Freedom of self expression.

Brand Presence

Yves Saint Laurent holds a remarkable presence in the world, boasting more than 280 stores worldwide. This proves the fact that Saint Laurent significantly influences the fashion world. Whether you have access to it or not, it is a great inspiration source in the fashion realm. 

Yves Saint Laurent’s Marketing Strategy

Yves Saint Laurent’s utilizes a marketing strategy that encompasses the 4 P’s: product, price, place and promotion, which is directly related to the brand’s success. Below, let’s take a look at how these strategies work:

Product Strategy

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The main objective of Yves Saint Laurent is to create high-quality products with eye-catching designs. Therefore, its core competency is based on creating innovative products that meet the needs of fashionable customers.

As part of its product strategy, Saint Laurent consistently launches collections aligned with the latest trends. For instance, recently, Saint Laurent showcased their Spring 2024 Ready to wear, Summer 2024 Women’s and Men’s, and Fall/Winter 2024 collections.

Price Strategy

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Considering that Yves Saint Laurent targets exclusive customers,  their price range leans towards a premium pricing policy.

Over the years, the brand successfully maintained its pricing strategy.

For example, the Yves Saint Laurent brand offers an entry price of approximately $130, generating interest in its products among buyers.  Concerning its average range in permanent collections, this is usually around $125 to $3,000 dollars. The most exclusive and ready-to-wear collections can be $5,500 or more.

BluCactus - strategyDistribution Strategy

As mentioned, Yves Saint Laurent boasts numerous stores, official electronic stores, and even a mobile sales channel, developed in recent years. The brand is committed to staying relevant and innovative. A prime example of this is Saint Laurent’s recently opened store in Paris. Located in 123 Avenue des CHAMPS-ÉLYSÉES, this flagship store is the largest store of the brand to date, representing the fashion house’s ambitious goals.

Take a look down below:

Promotion and Advertising Strategy

Yves Saint Laurent, like many other renowned brands, embraces a marketing approach that includes digital promotional campaigns, video campaigns, social media, and even contests.

As you can see above, the brand leverages platforms such as Youtube to not only reach their target audience, but also promote the brand as a whole and strengthen their established image.

Moreover, Saint Laurent collaborates with well-known industry celebrities. For instance, for the Fall 2023 campaign, the brand fronted Dominic Fike, Steve Lacy, and Anson Boon. The Fall/Winter 2024 campaign, teased by faces such as Kate Moss, Hailey Bieber, Shalom Harlow, and more promoted the brand’s latest collection, achieving new heights of success. Take a look down below:

Let BluCactus Implement Saint Laurent’s Marketing Strategy for You

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Take inspiration from Yves Saint Laurent’s strong marketing strategy to improve your own.

If you have a luxury brand, at BluCactus, we can assist you. We work with marketing professionals that have decades long expertise in crafting strategies tailored for your business needs. Contact us right now.

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