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Chelsea Nabergall Mimi Patten Yasamin Rahmanparast Taylor Ruparel FASM410 Professor Alessandro Cannata
EXECUTIVE SUMMARY Founded on the anti-Parisian establishment Left Bank of Paris in the 1960’s, Saint Laurent was --- and continues to be, a brand truly connected to the zeitgeist of the times. Yves Saint Laurent created both couture and ready-to-wear collections inspired by the music, art, and culture of his era. As a particularly avid lover and collector of fine art himself, Yves created his famous Autumn 1965 couture collection, inspired by the abstract paintings of the Dutch De Stijl artist Piet Mondrian. The collection’s simple A-line, tidy shift silhouette was typical of the mid-sixties. The hand-crafted technique in construction, though, set Saint Laurent apart as a master of couture, while recording the importance of Mondrian’s work during the period of the 1960s. This Saint Laurent x Art Basel Miami Beach pop-up shop aims to pay homage to this famous collection, in a setting most-appropriately reflecting today’s zeitgeist. This event aims to also raise brand awareness to the market of Art Basel Miami Beach attendees, especially focusing on the Latin American cluster, predicting an 80% sell-through rate on the limited edition Saint Laurent products exclusive to this pop-up. This location in South Florida provides a tremendous opportunity, as a haven for Latin American tourists who either visit at a high frequency, or have second homes there. This raise in brand awareness will then be measured post-launch in Latin media coverage. Art Basel itself, which will host this pop-up, is ironically its greatest competitor. As a vehicle to both raise brand awareness to a new market and pay homage to lover of art Yves Saint Laurent himself, this pop-up will surely leave a lasting impression on the new and old customers of Saint Laurent.
Page 1: x Pop-Up Shop
Page 5 and 6: SUMMARY
Page 7 and 8: CURRENT STATUS Saint Laurent draws
Page 9 and 10: SWOT ANALYSIS STRENGTHS WEAKNESSES
Page 16 and 17: CURRENT DISTRIBUTION YSL has two ma
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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