It seem to be a risk and challenging for a long history brand like Yves Saint Laurent ,when they were deciding to change the brand name and logo.
The moment Hedi Slimane took the creative realms of Sain Laurent, he was given full control to give the brand a re-boost. First things first, he let go of the Yves from Yves Saint Laurent. While dropping or using only the last name .
While many criticized the brand for straying away from the Yves Saint Laurent heritage, the company was in fact sure that they are “restoring the house to its truth, purity and essence and taking it to a new era while respecting the original principles and ideals”. He implemented a new aesthetic vision, and with that targeted a new customer base: a few decades younger, some sizes smaller and with plenty of discretionary income.
The key success factors of Hedi Slimanes reboot is a combination of a strong creative vision complementedcommercial savvy.
References : http://www.businessoffashion.com/articles/intelligence/the-secret-of-saint-laurents-success-saint-laurent-hedi-slimane
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