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CURRENT DISTRIBUTION YSL has two main distribution channels. The first channel is directly through the company to the consumer. This channel is for consumers to purchase YSL products from YSL.com or one of the YSL directly operated stores. The second distribution channel includes a retailer as an intermediary between YSL and the customer. The retailer may be a solely online entity such as Net- a‐Porter.com or a more traditional luxury store such as Saks Fifth Avenue which offers products both in store and online. In the case of the first distribution channel, YSL is solely responsible for deciding which YSL products are offered on YSL.com and in particular directly operated stores. An excellent example of this is the YSL New Vintage III collection that was available in only 3 of YSL’s 78 directly operated stores (Economist, 2014). In the second distribution channel, YSL has some control of what products they will offer to certain retailers. However, the majority of the decision lies in the hands of the buyers and merchandisers for a particular retailer. The decisions made by such buyers highly impact what YSL products are available to customers to help shape brand image.
CURRENT COMMUNICATION & PROMOTIONAL ACTIVITIES Annual spending figures Typically large companies spend 8-10% of total revenue on marketing (Forbes.com, 2014). Saint Laurent’s 2012 annual revenue was €473,000,000 (Kering Annual Report, 2012) making their annual spending figures on marketing around €37,840,000 (8%). Current advertising activities (traditional and digital) Saint Laurent creates advertising material which can be found in fashion magazine such as i-D, V Magazine, W Magazine and Vogue to name a few. Advertisements can also be found on their website, on online banner advertisements and on their social media platforms (Facebook and Twitter). The advertisements usually feature celebrity endorsements. Recently (April 2013), Saint Laurent released a music project campaign that featured Courtney Love, Marilyn Manson and Daft Punk to reference the brand’s heritage and image of rock and roll. In addition to advertisements, Saint Laurent also creates seasonal catwalk shows. Direct Marketing initiatives Currently, Saint Laurent creates a monthly newsletter that is sent to customers email addresses which are captured in store or from their website. The newsletter features the latest Saint Laurent news, styling tips and promotions (ysl.com). Current Sale promotion activities (sales initiatives) Through Saint Laurent’s newsletters they offer promotion codes. Typically the promotion codes are not valid for their Ready-to-wear collection but are used for their cosmetic products.
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Page 3 and 4: EXECUTIVE SUMMARY Founded on the an
Page 5 and 6: SUMMARY
Page 7 and 8: CURRENT STATUS Saint Laurent draws
Page 9 and 10: SWOT ANALYSIS STRENGTHS WEAKNESSES
Page 18 and 19: MARKET
Page 20 and 21: P.E.S.T.E.L. POLITICAL Hong Kong, t
Page 22 and 23: SIZE OF THE FASHION RETAIL MARKET O
Page 24 and 25: COMPETITION IN MIAMI Competition in
Page 26 and 27: TARGET
Page 28 and 29: TARGET DEMOGRAPHIC INFORMATION PSYC
Page 30: LIFESTYLE/ PSYCHOGRAPHICS This segm
Page 37 and 38: DESIGN & PRODUCT
Page 39 and 40: ESTIMATING COMPETITION From Decembe
Page 41 and 42: AREA FACTORS Pedestrian traffic In
Page 43 and 44: Promotion Rational DETAILS OF PHYSI
Page 45: INSIDE OF POP-UP
Page 48 and 49: COMMUNICATION &
Page 50 and 51: SCHEDULE OF PROMOTIONAL ACTIVITIES
Page 52 and 53: FINANCIAL
Page 54 and 55: INTERIOR FIXTURES Screen Fixture
Page 56 and 57: BIBLIOGRAPHY Art Basel Miami Beach.
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