From Yves Saint Lauren to Saint Lauren Paris; How Small Change Created a Huge Controversially Impact.

From Yves Saint Lauren to Saint Lauren Paris; how small change created a huge controversially impact.

Rebranding almost always causes a stir. A new name or logo gets people thinking and talking, and suddenly everyone has a point of view (Sullivan, 2012). One of the tremendous change in the world of Fashion industry in past two decades which created a new era of its own brand yet huge controversial impact for the public is Yves Saint Laurent (YSL.)

Yves Saint Laurent or YSL is one of the iconic legendary Paris-based design house established since 1960s and still exquisite existence today(Senft,2011). Its line expands from ready-to-wear, couture, accessories, shoes, cosmetics, and perfumes. YSL is honored as one of the most well-known, respected, and historic couture houses in Fashion industry (Sullivan, 2012).

When Hedi Sliman; past YSL Menswear’s artistic designer who turned to a photographer, returned to the fashion house as a Creative Director in 2012. He made a humongous rebranding, reinvention, relocation, and transform the brand. The first change that he had made since he stepped in was rename the brand from “Yves Saint Laurent” to “Saint Laurent Paris.”  Dropping the word “Yves” which was the original name of the founder; Yves Saint Laurent, out and add “Paris” to the end.   This reengineered entire visual identity had created the heavy criticism for the public as “Yves” is not only a name but it was a symbol of the brand which remind the recognition of the founder’s inspiration and the brand’s historical story. This could be not only dishonored the founder, but also destroyed the whole brand (Fury,2015).

The main purpose of Sliman for rename the brand as he was trying to rebrand the brand and change the direction what the brand was heading for. Saint Laurent has also made its product more available and accessible to consumers. The collections are more wearable and only available on the runways. Sliman replaced YSL’s traditionally formal rebel with his fascination in Music. With a hint of rock ‘n’ roll aesthetics, he turned the perception of the brand for more eggier and younger which more attach to a younger group of customers. As a result, the brand reported for doubling the brand’s revenue, increasing sales by nearly 27% for the second quarter of 2015(Amarca,2016). Moreover, YSL focused on the new market as opening multi-brand boutiques along with maintaining top-tier department stores, which made up 39 percent of its revenue. In 2012-2015, Saint Laurent has invested heavily in its retail network. In 2014, the brand established 13 new stores. (Meellery-Pratt,2015)