YVES SAINT LAURENT

Saint Laurent is a French luxury fashion brand that is oriented in the high-end luxury market. YSL is specialized in both men’s and women’s luxury items where they sell luxury goods such as ready-to-wear, leather accessories, footwear, jewellery, eyewear, designer bags, clothing, handbags, and perfume. Yves Saint Laurent became well known for his clothing designs in the late 1960s. YSL also provides consumers with makeup where they have their own branch called YSL beauty. Yves Saint Laurent Rive Gauche Womenswear and Yves Saint Laurent Rive Gauche Menswear are the official names of the YSL women's and men's ready-to-wear fashion lines.

Saint Laurent has three primary channels of distribution. The first channel connects the organization directly to the consumer with both direct and e-commerce. When a consumer buys a YSL product via the YSL.com website or one of the YSL directly run establishments, this channel is used. The third channel of distribution that the company uses is using a retailer indirectly where they can sell indirectly to their customers using another website or store while generating profit.

Yves Saint Laurent is a for profit company that sells their products internationally. According to the sources I have found, YSL generated a global revenue of approximately $2.5 billion (CAD) in 2020. YSL’s best-selling product in 2020 was leather goods, which made up for 71% of all the revenue made in 2020. YSL accounted for roughly $387 million CAD of PPR’s $20.9 billion CAD in revenue in 2010, reflecting a 13.3 percent increase in income for YSL.

Yves Saint Laurent inspired many future designers and the fashion design world. Yves changed how women would wear clothes and gave women the same clothes as men, which at the time was defying social norms. Social norms were very strict regarding women’s clothing, with women wearing dresses, underskirts and painfully tight corsets, but Yves changed that by making tuxedos and different style clothing for women. Yves Saint Laurent has influenced many designers around the world during his line of work and is commonly known as “the greatest designer of the late 20th century”. YSL’s competitors are all luxurious fashion design brands these can branch out from his partnered brands such as, Gucci, Balenciaga, Bottega Veneta, Alexander McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ulysse Nardin, Girard-Perregaux, and Kering Eyewear or even brands not owned by Kering like, Louis Vuitton, Chanel, Salvatore Ferragamo, Fendi and Givenchy.

Yves Saint Laurent is a French luxury fashion brand that is oriented in the high-end luxury market. YSL is owned by Kering, a luxury goods company that manages the growth of several well-known companies in the fashion, leather goods, jewelry, and watches industries, including Saint Laurent, Gucci, Balenciaga, Bottega Veneta, Alexander McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ulysse Nardin, Girard-Perregaux, and Kering Eyewear. But before Kering bought Saint Laurent in 1999, it was owned by the founders Yves Saint Laurent and his partner, Pierre Bergé. Yves Saint Laurent started his own brand in 1962 after working for the famous French fashion designer, Christian Dior designing six collections for Dior.

Saint Laurent has 239 store locations all around the world, with 47 stores throughout Western Europe, all of which are owned and operated directly by Kering as of 2020, meaning it is an international company. YSL has 565 employees at their 37 39 Rue De Belle chasse 75007, Paris, lie de France location and generates around $1.10 billion in sales (USD). A good portion of their customers are from France as their headquarters are located there, but YSL also sells internationally with ecommerce and stationed stores.