Script

Script

Thank you Sharon, I will be presenting on the target market and positioning of Saint Laurent. Saint Laurent targets their market demographically & psychographic.

For demographic, Saint Laurent targets consumers who have a high level of income towards the upper middle class and the upper class category. This makes their consumers have low price sensitivity making them affluent working adults. Saint Laurent targets both male & female consumers between the ages 25-35.

For psychographic, Saint Laurent targets consumers who are fashion conscious, couture enthusiast who prefers modern & edgy leather goods. Since Saint Laurent’s target consumers are of a younger generation, they tend to be tech-savvy so Saint Laurent uses social media as well as their online official website to reach out to them. This is Saint Laurent’s official Facebook Page where they can post photos, videos or any announcements or information that they want to inform their consumers. And this is their official website where they split their collections into male and female.

Moving on to brand positioning, this is Saint Laurent’s positioning map where it is in a spectrum between price & style. I will briefly look into 3 competitors of Saint Laurent and Jia Hwee will explain further later. For Louis Vuitton and Gucci, both brands have a relatively higher price range than Saint Laurent and the brand style is also targeted more towards elegant and classic.

Next, for Givenchy, it has a lower price range as compared to Saint Laurent, however, the brand’s style is pretty similar to Saint Laurent which is targeting edgy and modern consumers.

Thank you and I will now pass on the time to Jia Hwee.