In my opinion this move is a strategic marketing plan, and its only the beginning. The label has already received so much hype. In a regular fashion season there is a Ready to Wear line and usually Couture if the house decides to put in the work, YSL usually being a staple in Couture shows. With a new name ("SLP") the old name, established in 1966, gains quality in its rarity and shoots up in its value. There will be some negative feelings towards Hedi, but customers will still be flocking to every product they release that has the "original" YSL logo. A statement was released mentioning that products like perfume, lipsticks and other accessories with the original logo will stay consistent. The brand will stay true to its DNA and vision, though the label itching at your back will read Paris at the end and Yves will be in our memories. Personally I think its a smart and simple move, the company is keeping customers on our toes and looking to the past for anything that may be 12x more valuable, after the re branding. 
Saturday, June 23, 2012
YSL x SLP
I have read a lot of recent post, tweets, and blogs that have reported Hedi Slimains newest plans to change the name of fashion house's Yves Saint Lauren ready to wear line to simply Saint Lauren Paris. Hedi Slimain has been installed as the new Creative Director of the historic fashion house and his bold statement after one season of getting hired is picking up a lot of buzz. By accident? Id think not.
In my opinion this move is a strategic marketing plan, and its only the beginning. The label has already received so much hype. In a regular fashion season there is a Ready to Wear line and usually Couture if the house decides to put in the work, YSL usually being a staple in Couture shows. With a new name ("SLP") the old name, established in 1966, gains quality in its rarity and shoots up in its value. There will be some negative feelings towards Hedi, but customers will still be flocking to every product they release that has the "original" YSL logo. A statement was released mentioning that products like perfume, lipsticks and other accessories with the original logo will stay consistent. The brand will stay true to its DNA and vision, though the label itching at your back will read Paris at the end and Yves will be in our memories. Personally I think its a smart and simple move, the company is keeping customers on our toes and looking to the past for anything that may be 12x more valuable, after the re branding.
In my opinion this move is a strategic marketing plan, and its only the beginning. The label has already received so much hype. In a regular fashion season there is a Ready to Wear line and usually Couture if the house decides to put in the work, YSL usually being a staple in Couture shows. With a new name ("SLP") the old name, established in 1966, gains quality in its rarity and shoots up in its value. There will be some negative feelings towards Hedi, but customers will still be flocking to every product they release that has the "original" YSL logo. A statement was released mentioning that products like perfume, lipsticks and other accessories with the original logo will stay consistent. The brand will stay true to its DNA and vision, though the label itching at your back will read Paris at the end and Yves will be in our memories. Personally I think its a smart and simple move, the company is keeping customers on our toes and looking to the past for anything that may be 12x more valuable, after the re branding. 
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